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Stakeholder Analysis
and Management ©
Ron Leeman
“Your Chauffeur”
on the Highway of Change
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
This document is a partial preview. Full document download can be found on Flevy:
http://flevy.com/browse/document/stakeholder-analysis-and-management-962
The Four Stages of Stakeholder Management
IDENTIFYY
all impactededall impacteed
stakeholders
d
rsrs
DEFINEE
stakeholdererstakeholdeer
map & groups
r
psps
PLANN
stakeholdererstakeholdeer
communicationonon
ENGAGEE
withthwitth
stakeholdersrs
This document is a partial preview. Full document download can be found on Flevy:
http://flevy.com/browse/document/stakeholder-analysis-and-management-962
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
This document is a partial preview. Full document download can be found on Flevy:
http://flevy.com/browse/document/stakeholder-analysis-and-management-962
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.
This document is a partial preview. Full document download can be found on Flevy:
http://flevy.com/browse/document/stakeholder-analysis-and-management-962
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.
This document is a partial preview. Full document download can be found on Flevy:
http://flevy.com/browse/document/stakeholder-analysis-and-management-962
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.
This document is a partial preview. Full document download can be found on Flevy:
http://flevy.com/browse/document/stakeholder-analysis-and-management-962
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.
This document is a partial preview. Full document download can be found on Flevy:
http://flevy.com/browse/document/stakeholder-analysis-and-management-962
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:
This document is a partial preview. Full document download can be found on Flevy:
http://flevy.com/browse/document/stakeholder-analysis-and-management-962
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 …
This document is a partial preview. Full document download can be found on Flevy:
http://flevy.com/browse/document/stakeholder-analysis-and-management-962
1
Flevy (www.flevy.com) is the marketplace
for premium documents. These
documents can range from Business
Frameworks to Financial Models to
PowerPoint Templates.
Flevy was founded under the principle that
companies waste a lot of time and money
recreating the same foundational business
documents. Our vision is for Flevy to
become a comprehensive knowledge base
of business documents. All organizations,
from startups to large enterprises, can use
Flevy— whether it's to jumpstart projects, to
find reference or comparison materials, or
just to learn.
Contact Us
Please contact us with any questions you may have
about our company.
• General Inquiries
support@flevy.com
• Media/PR
press@flevy.com
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Stakeholder Analysis & Management

  • 1. Stakeholder Analysis and Management © Ron Leeman “Your Chauffeur” on the Highway of Change
  • 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 This document is a partial preview. Full document download can be found on Flevy: http://flevy.com/browse/document/stakeholder-analysis-and-management-962
  • 3. The Four Stages of Stakeholder Management IDENTIFYY all impactededall impacteed stakeholders d rsrs DEFINEE stakeholdererstakeholdeer map & groups r psps PLANN stakeholdererstakeholdeer communicationonon ENGAGEE withthwitth stakeholdersrs This document is a partial preview. Full document download can be found on Flevy: http://flevy.com/browse/document/stakeholder-analysis-and-management-962
  • 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 This document is a partial preview. Full document download can be found on Flevy: http://flevy.com/browse/document/stakeholder-analysis-and-management-962
  • 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. This document is a partial preview. Full document download can be found on Flevy: http://flevy.com/browse/document/stakeholder-analysis-and-management-962
  • 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. This document is a partial preview. Full document download can be found on Flevy: http://flevy.com/browse/document/stakeholder-analysis-and-management-962
  • 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. This document is a partial preview. Full document download can be found on Flevy: http://flevy.com/browse/document/stakeholder-analysis-and-management-962
  • 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. This document is a partial preview. Full document download can be found on Flevy: http://flevy.com/browse/document/stakeholder-analysis-and-management-962
  • 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: This document is a partial preview. Full document download can be found on Flevy: http://flevy.com/browse/document/stakeholder-analysis-and-management-962
  • 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 … This document is a partial preview. Full document download can be found on Flevy: http://flevy.com/browse/document/stakeholder-analysis-and-management-962
  • 11. 1 Flevy (www.flevy.com) is the marketplace for premium documents. These documents can range from Business Frameworks to Financial Models to PowerPoint Templates. Flevy was founded under the principle that companies waste a lot of time and money recreating the same foundational business documents. Our vision is for Flevy to become a comprehensive knowledge base of business documents. All organizations, from startups to large enterprises, can use Flevy— whether it's to jumpstart projects, to find reference or comparison materials, or just to learn. Contact Us Please contact us with any questions you may have about our company. • General Inquiries support@flevy.com • Media/PR press@flevy.com • Billing billing@flevy.com