Stakeholder Profiling Analysis Explained by Saunders-McDermott Consulting

1. Stakeholder Profiling Analysis
Explained

2. Stakeholder Analysis Process
Stakeholder Analysis
Profile Types
Perceptions Behaviour Key Influences

3. Most Common ‘Profiles’ in Australia
Loyalist Passive &
Sceptics Analytical
(Profile 6) (Profile 9)
All or
Nothing
(Profile 7)

4. What Makes Them Tick?
Loyalist Sceptics - Profile 6
• Focused on watching for the hidden motives of
others - to ensure their own safety and security
• Seek relationships with organisations that promise
protection - to which their response will be loyalty
and duty
• Tend to be wary of authorities - will either submit
to those they trust or challenge head on those they
don’t
• Are suspicious of those they have to trust -
especially those closest to them

5. What Makes Them Tick?
Loyalist Sceptics (Cont)
• Have a problem with trusting long-term plans - and
programs
• Will willingly follow a charismatic leader
• If an information vacuum is created - they will fill it
themselves
• Crave certainty - as well as predictability and consistency

6. What Makes Them Tick?
Passive - Profile 9
• Will focus on avoiding conflict - by accepting
the wishes of others and forgetting their own
point of view
• Are able to see all points of view
• Will postpone change for as long as possible -
to avoid the anger and separation that often
accompanies change
Analytical - Profile 9
• Focused on observing and collecting powerful
information - which they can then use to give
their own position credibility

7. What Makes Them Tick?
All or Nothing - Profile 7
• Want the organisation to ‘get on with it’
• Are personally assertive - use confrontation to
get to the ‘truth’
• Want to hear about outcomes - not promises
• Will seek to avoid failure - or being associated
with failure at all costs
• Do hold grudges - and will extract revenge for any
perceived wrong doings by an organisation
• Need collaboration - not competition
• Follow vocal, natural leaders
• Are drawn towards a solution - that best benefits
them

8. Effectively Engaging Profile 6
Loyalist Sceptics - Profile 6
• Must be provided with rationale and logical explanations
• Will not respond well to hyberbole - spin or
emotion
• Prefer to engage with people who they
perceive are ‘taking the lead’
• Respond well to people who have a clear,
established role of ‘authority’
• Need to be told what their role is in the process
• Need clarity as to what is going to happen - when, where, how
and why
• Prefer to engage with people they perceive as professional and
informed
• Want information that is clear - and not vague in any way

9. Effectively Engaging Profile 9
Passive & Analytical - Profile 9
• Need to have specific actions confirmed to them – what is
going to happen when, why, where and how
• They need these actions to be constantly reconfirmed
• Need to understand from the outset clear performance
project / campaign goals
• Have a tendency to focus on agreed milestones - as well as
deadlines and timeframes, and whether they are being met
• Need to be given time and space - if they are being asked to
provide direct input, feedback or a specific response

10. Effectively Engaging Profile 9
Passive & Analytical (Cont)
• Need to be given advance notice - and warning if
content and information is to be communicated to
them
• Need to be engaged using brief, edited and to the
point communications materials
• Just because they remain silent - don’t make the
mistake of interpreting this as a lack of response or
agreement
• Often they are agreeing or responding ‘on the
inside’

11. Effectively Engaging Profile 9
Passive & Analytical (Cont)
• Do not take it for granted that their verbal ‘yes’ -
will translate into a positive attitudinal or
behavioural response
• Do not engage with people they perceive are
being controlling or domineering - they want a
collaborative and co-operative approach
• Do not engage with people they perceive as
being pretentious or pompous
• Do not engage with people they perceive are
trying to paint a pretty picture or falsely
motivate or mislead them – this will be perceived
as manipulative and the person doing the
communicating will be seen as untrustworthy

12. Effectively Engaging Profile 7
All or Nothing - Profile 7
• Will engage with people who come across as being fully
prepared at all times
• Will engage with people who get to the key points and
messages - as quickly as possible
• If you make a promise to do something then you must do it –
or you will lose their support and commitment
• Do not respond well to ‘fluffy communication’ – must be
avoided at all cost
• Will not engage with people they perceive are trying to
compete with them – want to collaborate with people
• Need clear expectations and responsibilities – will not
respond well to indiscernible boundaries that appear to drag
on forever