The document discusses stakeholder engagement and management within project settings, emphasizing the importance of identifying stakeholders and understanding their needs. It covers skills, qualities, and strategies related to effective stakeholder communication and involvement. Additionally, it highlights resources and events provided by the APM People Specific Interest Group to improve stakeholder engagement practices.

1. Stakeholders
Engagement or Management
Or both??
Ian Cribbes
Fran Bodley-Scott

2. Agenda
 Brief overview of the People SIG
 The Project Stakeholders
– Who they are
– Importance
– Do we ‘Manage’ or do we ‘Engage’
 How to learn more

3. BAE Systems
CSE Aviation
Oxford
CAA
IMC&T Ltd
East Africa

4. Fran Bodley-Scott, Chair People SIG
 Engineer, marketer, resourceful
project manager
 Improving stakeholder engagement &
relationship management to facilitate
project delivery
 IT, engineering, education,
professional services
 Sharing tools & techniques to
improve communication, leadership,
collaboration, teamwork

5. Stakeholders Within a Project

6. Take a few minutes to
think / discuss who you
believe a Stakeholder to
be in your projects

7. Who or What is a Stakeholder?
“An individual, group, or organisation who
may affect, be affected by, or perceive itself
to be affected by a decision, activity, or
outcome of a project”
“The involved and the affected...”
Ulrich, 1983
PMI 2013 PMBoK 5

9. Importance of Stakeholders

10. 4 questions that need addressing:
Who are they?
What is it they want from the
project?
How are they going to get it?
Stakeholders Identification
What do we want from them?

11. The Good
The Bad
The Undecided

12. Stakeholder Engagement
Or
Stakeholder Management
What are your thoughts on the terms?
Are they the same or is there a difference?
Take a few minutes to discuss

14. Key:
Skills (as nouns)
Qualities (as adjectives)
Rational
Planning
Analysis
Objective
Systematic
Negotiating
Influencing
Coaching
Empathic
Diplomatic
Communication
Facilitation
Calm
Inclusive

15. Crisis
management
Reactive
Vulnerable
Episodic
Hostile
Stakeholder
management
Proactive
Anticipative
Regular
Defensive
Stakeholder
engagement
Interactive
Encourage
Inclusive
Prepared to
change

16. POWER
LEGITIMACY
URGENCY
Dormant
stakeholder
Definitive
stakeholder
Dominant
stakeholder
Dangerous
stakeholder
Demanding
stakeholder
Discretionary
stakeholder
Dependent
stakeholder
The Salience Model

17. Shoot them
Soft gentle approach
Try to arm twist
Beg / plead
Negotiate
Dealing with difficult stakeholders

18. Where they
are now
Where we need
them in 4 months
Internalisation
Contact
Awareness
Understanding
Acceptance
1
2
3
4
5
6
Time
LevelofCommitment Where we need
them in 2 months
“I want to know more about the programme”
“I’ve heard about the programme”
“I understand how this programme will affect me”
Engagement
Commitment Curve
“It’s just the way we do things around here”
Commitment
“I want to help make the implementation work”

19. People SIG – making project-based work easier through
people-related skills and practices
 Stakeholder Engagement:
making stakeholder engagement a higher priority through
influence and inspiration
 Leadership & Behaviours:
understanding competencies & strategies for
different cultures, projects & roles
 Communications:
helping projects to succeed through
good communication

20. Stakeholder Engagement Focus Group
Part of the APM People Specific Interest Group

21. Learn more about people skills:
 Contact us!
 Follow People SIG:
https://www.apm.org.uk/community/people-sig/
https://www.linkedin.com/groups/13707513/
 Stakeholder engagement web pages
www.apm.org.uk/stakeholder-engagement
 People SIG events, conferences:
Programme Management Conference March 12
Risk Management & Systems Thinking Conference October 2020
People SIG Conference November 2020
SEFG@APM.Org.uk
@ApmSefg
@APMPeopleSIG