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Stakeholder management - a short introduction
The document provides a comprehensive overview of stakeholder management, focusing on its definition, importance, and the processes involved in effectively engaging stakeholders. It outlines a structured approach involving identification, analysis, planning, and engagement, along with various tools and strategies for successful stakeholder communication. Additionally, it emphasizes the need for continuous monitoring and adaptation of engagement strategies to align stakeholder interests with project goals.
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Stakeholder management - a short introduction
- 1. Stakeholder Management ….a short introduction VINCENZOCAPOZZOLI IT SENIOR CONSULTANT IE.LINKEDIN.COM/IN/VINCENZOCAPOZZOLI 08/11/2015
- 2. In a nutshell StakeholderManagement is all about managing people, their expectations, interests in your initiative – i.e. a project, a proposal, etc... Definition Person, or organisation that is actively involved in an initiative, or whose interests may be positevely or negatively affected by the execution or completion of that initiative 08/11/2015 Stakeholder Management – Vincenzo Capozzoli 2 Stakeholders?
- 3. 08/11/2015 Stakeholder Management– Vincenzo Capozzoli 3 Main reasons… Help achieving project business readiness Enable the identification of risks, obstacles and resistance Help to identify appropriate remedial measures Assists in the communications process Closes the gaps between the project and the business Keep a lid on scope creep Ensure project requirement are aligned Mitigate issues that may impact the project 1 2 3 4 5 6 7 8
- 4. 08/11/2015 Stakeholder Management– Vincenzo Capozzoli 4 Identify Analyse Plan Engage Identify the key people who have to be won over Identify their interest or concerns in the project Analyse their needs, their influence and importance against the project Analyse correlation among them Develop appropriate management strategies to effectively engage stakeholders Plan engagement activities and add them to the project/phase plan Macro-phases 1 2 3 4 Execute the engagement plan Monitor overall project stakeholder relationships and performance of the engagement Apply changes to the engagement to improve and adjust the related strategies and plan
- 5. Inputs Brain- storming Mind mapping Stakeholder lists Previous projects Organisation charts Directories OGC categories 08/11/2015 Stakeholder Management– Vincenzo Capozzoli 5 1. Identify – some useful tools • One imperative tool: • Communicate with people in the organisation, with team members, project board members and any other person who can be involved somehow with the project • Ask for suggestions, advice and analyse and summarise all their inputs COMMUNICATION
- 6. Your Boss Senior Executives Prospective customers Alliance partners Shareholders Thepress Suppliers Lenders Analysts Co-workers Your team … 08/11/2015 Stakeholder Management – Vincenzo Capozzoli 6 Identify – typical stakeholders
- 7. • Map outyour stakeholders and classify them by Power and Interest • Use color coding – e.g. showing advocates and supporters in green, blockers and critics in red, and others who are neutral in orange 08/11/2015 Stakeholder Management – Vincenzo Capozzoli 7 2. Analyse
- 8. • Rationale:  Stakeholdersinfluence each other  Use arrows to map flows of influence (Eden and Ackermann technique) • Benefits:  Reveals the importance of stakeholders in relation to their influence on others  Reveals lines of communication between stakeholders predicting the path on which potential issues will follow • Notes/Suggestions:  Draw lines between stakeholders to illustrate the influences between them, the lines can be in two directions, but you should try to identify the strongest direction of the influence  Illustrate the stronger influence lines by using wider or darker lines 08/11/2015 Stakeholder Management – Vincenzo Capozzoli 8 2. Analyse – adding influence
- 9. • Document theresults of the stakeholder analysis in a table • Add 2 additional columns: one to describe the action and the other to identify win/win strategies (a strategy that effectively manages the stakeholder, without negatively impacting the project or organisation) for engaging with them 08/11/2015 Stakeholder Management – Vincenzo Capozzoli 9 3. Plan Stakeholder Group Goals, motivations and interests Influence Interest Action Win/Win strategies Senior Management Board The successful delivery of the project on budget and on time High High Key player Sign off key decisions and stages via existing channels External relations office/communication office Maintaining a positive public image for the company, its staff and customers Low High Meet requirements Partner in the development and delivery of the communication plan Service delivery team Ability to continue business as usual and potential impact on existing contracts Low High Show consideration Show consideration via regular updates and provide clear channels for expressing concerns Service delivery manager Maintain current SLAs High High Key player Involve closely and respond effectively to his/her concerns and advices Additional Columns
- 10. The Communication Strategydocument details the: … for each stakeholder 08/11/2015 Stakeholder Management – Vincenzo Capozzoli 10 3. Plan – Communication Strategy What Information requirements When Frequency of communication Who Communication provider How Channel of communication
- 11. 08/11/2015 Stakeholder Management– Vincenzo Capozzoli 11 3. Plan – Media for communication Audio/visual •Pod casts •Video •Webinars •Video/Tele conferencing Face to face •Project meetings/briefings •Presentations to wide audience •Targeted presentations to particular groups Online •Blogs •Intranet/Internet •Email •Forums •Communities, or social networks Printed materials •Magazines •Newsletters •Leaflets •Memos or Display boards
- 12. • Several approachesare available. It’s critical to choose the right one… 08/11/2015 Stakeholder Management – Vincenzo Capozzoli 12 4. Engage Partnership Partecipation Consultation Push Communication Pull Communication High influence / High interest High influence / Low interest Low influence / High interest Low influence / Low interest High influence / High interest
- 13. 08/11/2015 Stakeholder Management– Vincenzo Capozzoli 13 4. Engage – in detail Engagement approach Description Partnership Shared accountability and responsibility. Two-way engagement joint learning, decision making and actions Participation Part of the team, engaged in delivering tasks or with responsibility for a particular area/activity. Two-way engagement within limits of responsibility. Consultation Involved, but not responsible and not necessarily able to influence outside of consultation boundaries. Limited two-way engagement: organisation asks questions, stakeholders answer. Push communications One-way engagement. Organisation may broadcast information to all stakeholders or target particular stakeholder groups using various channels e.g. email, letter, webcasts, podcasts, videos, leaflets. Pull communications One-way engagement. Information is made available stakeholder choose whether to engage with it.
- 14. • Main sectionsof the document… • Make sure to get the strategy signed-off by the Project Sponsor or Project Board • Ensure that anyone who is involved in delivering the plan has read and approved it and understands the actions that they need to take 08/11/2015 Stakeholder Management – Vincenzo Capozzoli 14 4. Engage – Engagement Strategy document Project background A high level overview of your project or programme. Mention the project's business objectives, key deliverables, budget and timescales. Introduction Briefly explain how you carried out your stakeholder analysis and give an overview of the contents of your stakeholder engagement plan. Stakeholder analysis and engagement plan Insert your completed stakeholder analysis here. Stakeholder communication plan Insert your completed communication plan in this section. The stakeholder list Include the full list of stakeholders that you identified. Note: this section is probably best as an appendix.
- 15. 08/11/2015 Stakeholder Management– Vincenzo Capozzoli 15 How does it fit all together? Start-up Initiation Delivery Starting up Stage Boundary Controlling Closing Delivery Directing Initiation Project Board Project Manager Team Manager Stakeholder Management activities Identify EngageAnalyse Plan
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