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Planning Stakeholders

Communication

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Definition

Stakeholders are anygroup or individual

who can affect, or isaffected by, the

achievements of a

corporationspurpose.

-Int. Research Development Centre.

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Communication is

The sharing of information,

ideas, emotions and

thoughts with one or more

persons in order to achieve

mutual understanding andcooperation.

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EffectiveCommunication

Effective Communication

Productive

Relationship

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Six C of giving good information

Give Good Information

Clear Concise

CourteousComplete

Correct

Concrete

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Why Communicate?

Keep people informed so that they will:

Support the outcomeof theproject

Understand whatthey need todo in the project

Understand the implicationsandalert us to issues

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Stakeholders are your license to

operate!

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The best time to make

friends is before you need

them.-Lyndon B. Johnson

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Who are stakeholders?Shareholders Government Staff Trade Unions

Lenders Bosses Suppliers Customers

Interest Groups The Press The Public The Community

Prospective

Customers

Workers Unions Retirees Future Generation

Competition Co-workers Analysts Your Family

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Steps in Stakeholders

Communication Planning

1. StakeholderAnalysis

2. DevelopCommunication

Plan

3. ImplementCommunication

Plan

4. EvaluateCommunication

Activities

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Stakeholder Analysis

winning support for your projects

IdentifyStakeholder(s)

Assess Power,Influence,

Interest

UnderstandReason(s) for

involvement

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Understand your Key Stakeholders

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Understanding your Key Stakeholders

What is their interest?

What is their motivation?

What is their information need?

How do they receive information?

What is their current opinion?

Who/what influences their opinion?

Who do they influence?

How will you manage their opposition?

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The clearer you are aboutmy perspective, the more

willing and able I am to be

open to yours.

- Barry Johnson, Polarities.

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The clearer you are about thetruth of your point of view, the

clearer I am that you dont have a

clue about the truth of my point of

view.

- Barry Johnson, Polarities.

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Keep Satisfied Manage Closely

Monitor

(Minimum Effort) Keep Informed

High

Power

Low

Low Interest High

Power/Interest Grid for Stakeholder Prioritization

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Determine Communication Objective(s)

AWARENESS COOPERATION

Broad/Generic Narrow/Specific

One-way Two-way

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Choose Communication Format

Email

Website

Newsletter

Notice boards

CEO briefing

Posters/Handbills

Recorded messages

Intranet

Face-to-Face meetings

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Choosing a Format

Match format to receiver

Prefer existing channel

Build feedback into channel

Face-to-Face channel is the richest

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Audience Communications

Objective

Message Channel/s Timing

Communications Planning Template

E i hi St k h ld

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Enriching Stakeholders

Communication

Understand that stakeholders all speakdifferent languages

Take advantage of face-to-face interaction

Create easy-to-understand literature

Leverage on social media channels

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Evaluate Communication Activities