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A document providing the key steps for conducting Stakeholder Analysis and Management to support Change Communication and Engagement activity. The document structure includes What is Stakeholder Management, Benefits of Stakeholder Management, the fours Stages of Stakeholder Management (Identify, Define, Engage and Plan) and the key to Stakeholder Management.
2. What is Stakeholder Management?
Stakeholder Management …
… is an important discipline to win support from others as it
helps ensure that projects succeed where others fail
Stakeholder Analysis …
… is the technique used to identify key people who have to
be won over to build the support that drives success
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3. The Four Stages of Stakeholder Management
IDENTIFYY
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4. Stage 2 – Define
Map out your key stakeholders on the power/support grid below.
Add their names to the grid and classify them by their power over your project
and by their support in your work.
KEEP
SATISFIED
MANAGE
CLOSELY
MONITOR
(MINIMAL EFFORT)
KEEP
INFORMED
Power &
Influence
High
Low
Low HighSupportiveness
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5. Stage 2 – Define
High Power/Low Support
People who have a lot of power and influence but who are less
supportive or against your work, have the power to negatively influence
others and could derail your project if you do not win them over. Be
flawless and pragmatic when communicating with this group and
spend effort building honest relationships. Listen to their concerns and
make a genuine effort to understand their viewpoint and the cause of
their reservations. Speak to them as an equal and do not be daunted by
their power or scepticism. There will generally be a good reason for their
lack of support, and if you manage to get to the root cause and address
it, the dynamics of your project could dramatically change for the better.
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6. Stage 2 – Define
Low Power/Low Support
People who have little power and who are not supportive of your work
can be a real nuisance. Keep these people informed and do what is
reasonable to gain their support but do not otherwise spend unnecessary
time with them or trouble them with excessive communication. If you
focus on winning over the support of the high powered stakeholders,
this group will often follow suit.
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7. Stage 3 – Engage
You now have a good understanding of who your stakeholders are and
where your time is best spent. To build rapport and gain the support of
these stakeholders, you need to tailor the frequency and the way you
interact with each one of them.
You need to know who they are, what makes them tick and how, what
and when they want to be communicated to. The best way to find that
out is to spend time with each person and build a relationship based on
honesty and trust. People are normally quite open about their views,
and asking them about their opinion is the first step in gaining their trust.
The next slide shows some suggested questions which can help you
understand and get to know who each of your stakeholders are. Note,
that most of the questions should only be asked in an indirect manner.
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8. Stage 3 – Engage
Spend time with each of your key stakeholders to understand their
motives, thoughts and communication needs. Try to answer most of the
questions listed on the previous slide.
Interview notes should be recorded and a table or matrix should be
compiled, as illustrated below, listing the stakeholder’s names on the
left hand side and the information you gather on the right.
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9. Stage 4 – Plan
The next step is to plan your communication so that you can win
stakeholders around or further improve their support for your project.
At a high-level your communications plan needs to contain the following:
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10. In 2012 the I was
bestowed with a
Change Leader of Tomorrow Award
by the World HRD Congress
… in recognition of my “remarkable
progress in initiating changes
enough for others in the same
industry to follow my example.”
Change Leader of Tomorrow Award …
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