This document outlines the objectives and process for conducting stakeholder analysis within the context of project management. It includes steps for identifying key stakeholders, assessing their interests and influence, and creating strategies for engagement. Additionally, the document features activities designed to reinforce learning about stakeholder analysis and communication strategies.

1. WELCOME
RAZAK SCHOOL OF GOVERNMENT

2. SAFETY BRIEFING

4. Unit 102:
Conducting Stakeholder
Analysis
Impact! Impact!... Impact!!!

5. RSOG Stakeholder Analysis 5
Course Objectives
• Conduct stakeholder analysis
• Use the stakeholder assessment matrix

6. RSOG Stakeholder Analysis 6
Activity 1: Recap
• Refer to newspaper clippings
• Each participant to read the article (Speed
reading: 5 minutes)
• Give your own comments / opinions on the
PURPOSE of stakeholder engagement
(Discussion: 10 minutes)
INCLUSIVE & SUSTAINABLE

7. RSOG Stakeholder Analysis 7
Why Analyse Stakeholders?
• Understand your clients/beneficiary interests,
needs and capabilities
• Clarify all groups that might have an interest in a
project or project concept
• Identify potential opportunities and threats to
project implementation
• Determine the extent to which certain groups
should participate in project planning,
implementation and evaluation

8. RSOG Stakeholder Analysis 8
4 Steps in Analysing Stakeholders
1. First identify your key stakeholders. Mind mapping is
a good way to do this.
2. Identify their interests in the initiative or project
3. Assess the impact – power and interest of
stakeholders in relation to the project
4. Develop potential strategy for building participation
and stakeholder commitment. Consider to gain
support or to reduce obstacles.

9. RSOG Stakeholder Analysis 9
Sample: Stakeholder Mapping

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Who are the Stakeholder Groups?
1. Have all stakeholders been listed?
2. Have all potential and key stakeholders of the
project been listed?
3. Have DIVERSITY issues been considered?
4. Are new stakeholder groups likely to emerge
(SYSTEMIC) as an outcome of the
engagement?

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Stakeholder Matrix Template

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What are the Interests of
each Stakeholder/Group?
1. What are their expectations?
2. What benefits will they accrue?
3. What resources will they commit (or avoid
committing) to the project?
4. Do they have other interests that might conflict
with the project?
5. How do they regard other stakeholders on the
list?

13. RSOG Stakeholder Analysis 13
Factors to Consider in Assessing
Stakeholder Power and Influence
• Legal or statutory authority
• Authority of leadership
• Control of strategic resources
• Possession of specialist knowledge
• Negotiating position & ability to influence other
stakeholders
• Social economic and political status
• Formal/Informal links to other stakeholders
(including role as “gatekeeper”)
• Degree of dependence / interaction on other
stakeholders

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Stakeholder Matrix Strategy
Category A
Keep Monitor
Category B
Keep Informed
Category C
Keep Satisfied
Category D
Key Player

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Prepare a Stakeholder Matrix
Key Stakeholder
(Detail information)
Stakeholder Interest Impact Assessment
(Interest / Power)
Potential Strategies
S.1: Rakyat /
Citizen
Effective public
leaders
- Get their feedback
- Address their
request
S.2: Department
of Public Service
S.3: Media
S.4: Venue
Providers /
Vendors
X

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Sample: Stakeholder Matrix
Vendors
Keep Monitor
Rakyat / Media
Keep Informed
Funders / Partners
Keep Satisfied
JPA / Ministries
Key Player

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Activity 2: Let’s add another
Stakeholder
Work in pair. Pick one of stakeholder. Get blank post-
it note, answer each bullets below:
• What do you think stakeholder’s interest in this
initiative?
• The stakeholder’s level of power and interest (Hi or
Lo for each)? E.g. Rakyat (P – Lo, I - Hi)
• How you can effectively put potential strategies to
gain support and reduce obstacles the stakeholder
might create?
Duration: 30-40 minutes

18. RSOG Stakeholder Analysis 18
Stakeholder Communication
Strategy
Category A
Keep Monitor
Category B
Keep Informed
Category C
Keep Satisfied
Category D
Key Player
Least important?
Increase their interest
Remain relevant?
Main focus, engage and
consult regularly
Needs met?
Engage and consult on
interest area
Get involved?
Make use of interest
through participation

19. RSOG Stakeholder Analysis 19
ENGAGE EARLY,
ENGAGE OFTEN!