Stakeholders

Identification, Analysis and Management

Stakeholder Management

•All individuals or groups of individuals (internal or external)

who will be affected by the change

•They have a stake in your success or failure, or can

hinder or help you reach your vision

Who are stakeholders? Who are critical stakeholders?

•Those stakeholders who have the ability to

impact or influence the change

What is stakeholder management?

•A formal, systematic approach to identifying and managing key stakeholders in order to build

support and commitment to the change

The Value of Stakeholder Management

•Minimizes the risk of stakeholder concerns conflicting with project goals and

developing into potential barriers

•Proactively addresses key stakeholder issues with the aim of generating

support for the change

•Surfaces and legitimizes feelings of resistance and allows action planning

•Actively involves stakeholders

•Provides input to the communications process

The Stakeholder Management Process

Execute stakeholder

management plans

Identify critical

stakeholders

Understand critical

stakeholder issues

Plan stakeholder

management activities

Define key

messages

Iterative process throughout implementation

•Identify critical stakeholders

(internal and external) •Determine where interests lie

•Collect and analyze information on

position and issues

•Assess data, segment stakeholders,

define expectations and issues

•Identify resistance in terms of causes,

severity

•Map positions and look for

clustering, extremes

•Plan actions to leverage

influencers, mitigate barriers

•Identify new behaviors

•Escalate potential risks

•Define messages key to project

and stream milestone activities

•Plan communication schedule with

Communications Team

•Target leadership actions with key

project activities

•Monitor critical stakeholders

•Prepare feedback mechanisms

•Revisit stakeholder positions

•Review and update Stakeholder

Management Plan

Analyze Plan Execute

Time

Deg

ree

of

En

rollm

ent

1

Awareness

1

Awareness

2

Understanding

2

Understanding

3

Support

& Buy-In

3

Support

& Buy-InTo achieve desired results, the majority of stakeholders should

be in the Commitment & Action or Advocacy & Ownership

stage

4

Commitment

& Action

4

Commitment

& Action

5

Advocacy

& Ownership

5

Advocacy

& Ownership

Stakeholder Enrollment

There is a progression to stakeholder enrollment

Each stage of the Stakeholder Enrollment process requires

different communication objectives and channels

Deg

ree

of

En

rollm

ent

1

Awareness

1

Awareness

2

Understanding

2

Understanding

3

Support

& Buy-In

3

Support

& Buy-In

4

Commitment

& Action

4

Commitment

& Action

5

Advocacy

& Ownership

5

Advocacy

& Ownership

Awareness that the change is coming Provide information, create awareness Employees know the name of the change and

who is leading it

Printed publications, newsletters, informational

meetings, emails

Comprehension of nature, reasons and intent of

the change

Broaden awareness and raise level of

understanding

Knows change imperative, case for change,

content & phases of change, milestones &

deliverables

One-to-one communication, department / staff

meetings

Positive personal perception and disposition

toward the change

Enroll individuals, gain support and personal

buy-in

Can explain the change; allocates time for

learning, meeting, work-shop; mobilizes peers

Focused discussions, workshops, interviews,

phone calls, letters from leaders; presentation

Invest resources and personal time, lead

others

Attain full commitment and encourage action Acts as business / communication advisor;

supports change

Participation in teams, focus groups, reviews

Full ownership of the successful implementation

and adoption of

the change

Feel, behave and act self-directed as change

agent

Actively supports change by living new

processes; supports capability transfer

Round table, project presentations and

discussion on project results

Definition Objectives of CommunicationProof of Successful

Communication

Sample Communication

Channels

Stakeholder Management

Step 1Evaluate Stakeholder Readiness to Change

Step 2State the Desire

Outcomes

Step 3Diagnose the Sources of

Resistance

Step 4Evaluate The

Effectiveness of the Actions

• Does the individual feel that the vision for change is the right one?

• What action should you take to clarify or adjust the vision?

• How will the changes affect each person’s responsibility or role? (Include yourself.)

• Do those who follow your leadership know you are committed to the change

• Are employees committed to change?

• How well does the organization, at all levels, adapt to change?

• What do you expect as a result of this change?

• What will it take to make the changes happen?

• What are the risks/barriers?

• What can be done to address the risk and barriers?

• What will happen to each individual if he/she does not change? (Include yourself.)

• Inadequate communication related to the change

• Lack of involvement in the change process

• Diminished rewards• Inability to identify with

the organization’s values

• Inappropriate timing of change

• Low level of trust• High-pressure work

environment

• Do stakeholders understand the vision?

• Do employees understand the vision for their workgroup?

• What additional information do employees need about the vision?

• Are employees aware of the risks of not changing?

• Are employees clear about their role in implementing the vision?

• Are employees aware of your commitment to the change?

Compliance vs. Commitment Framework

Compliance Commitment

"I will put myself at stake for this change"

"I want to do it this new way"

Compliance

"I have to do it this new way"

Reaction

"I will react to this change -if I must"

Testing

"I must absorb this change

Negative perception

"I feel threatened by this change"

Positive perception

"I see the opportunity in this change"

Engagement

"I see the implications for me / us"

Understanding

"I know why and

what will change

Awareness

"I am being told

about something"

Testing

Action

"I will act to achieve this change"

Commitment

Stakeholders:

Leadership

Business Process Owners

Employees

Compliance vs Commitment Framework

We must build a deep understanding of where stakeholders are today and where they need to be tomorrow.

Step 1: Identify critical stakeholders and critical stakeholder groups

Step 2: Create your stakeholder map using the guidelines

Determine their level of support

Assess the overall impact of the change

Step 3: Map the stakeholders location on the chart provided in the next slide

Stakeholder Identification – Who are your Key Stakeholders?

= High

= Medium

= Low

= Necessary

= Desirable

= Not Needed

Power and Influence Commitment Need

= Leverage

= Monitor

Stakeholder Management Approach

= Priority 1

= Priority 2

= Priority 3

= Priority 4

High

Medium

Low

Strongly

Opposed

Neutral Enthusiast

Very High

Opposed Supporter

Name 1

Name 4

Name 3

Name 2

Name 5

Imp

act

of

Ch

ang

e

Level of Support