docStakeholders - Association for Project Management
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Stakeholders - Association for Project Management
Your partners in project success 1 PPSO Stakeholder engagement & communications Chris Hobson Principal consultant and Products manager 2 Stakeholders A stakeholder is… …anyone who has a vested interest in the success or failure of your programme and can influence it …any named individual who features in your stakeholder plan 3 Principal stakeholder concerns 90 80 Strategic planning 70 60 50 40 30 20 10 0 Pj32 Pj21 Pj19 Pj56 much?Pj23 1st Qtr How 2nd Qtr 3rd Qtr Live Dates Project 1 4th Qtr Project 2 Project 3 16 Project 4 14 Project 5 Which ones? 12 Project 6 10 Project 7 How? 8 Project 8 6 1st Qtr 2nd Qtr 3rd Qtr 4 When? 4th Qtr 2 0 1st Qtr 2nd Qtr 3rd Qtr 4th Qtr Governance What do you need? Impact? 4 Your stakeholders Strategic Give me ‘best practice’ Do it better (next time) Fix it now! You do it! Tactical Demand Supply 5 Concerns Demand Resourcing? What’s going on? Hot spots Prioritisation? Investment portfolio Supply Who knows how to do this? What method? Who’s available? Are these estimates realistic? Is there a better way? What am I supposed to do? 6 Types of project support office Support Admin Partner Emphasis Control Guidance Control Improve Manage Capability 7 Stakeholder engagement process What are the concerns? 2 What do they care about? 1 4 Creating & analysing stakeholder profiles (what?) Planning the engagements (When?) How do we analyse our findings? Strategy on how & when we should plan Identifying stakeholders (What) Have the stakeholders changed? 6 3 Does our strategy need adjusting? Measuring effectiveness (Results) Redefining Stakeholder Engagement Strategy (How?) Strategy on how well we are engaging Strategy on how we should engage stakeholders Plan for who leads When, to whom Key messages, channels 5 Engaging Stakeholders (Do) What difference is the engagement making? 8 Stakeholder engagement process What are the concerns? 2 What do they care about? 1 4 Creating & analysing stakeholder profiles (what?) How do we analyse our findings? 1 Strategy on how & when we should plan Identifying stakeholders (Who) Have the stakeholders changed? 6 Planning the engagements (When?) Identifying 3 stakeholders (Who) Does our strategy need adjusting? Measuring effectiveness (Results) Redefining Stakeholder Engagement Strategy (How?) Strategy on how well we are engaging Strategy on how we should engage stakeholders Plan for who leads When, to whom Key messages, channels 5 Engaging Stakeholders (Do) What difference is the engagement making? 9 Identifying stakeholders Influencers Users beneficiaries  Trade unions  Press  Pressure groups  Customers  Staff Programme, project or PPSO Governance  Management boards  Steering groups  Auditors Providers  Suppliers  Business partners 10 Emergent properties of groups 11 Stakeholders… real people CEO CEO WIIFM? Finance director HR director Operations director Marketing director 12 Stakeholder engagement process What are the concerns? 2 What do they care about? 1 4 Creating & analysing stakeholder profiles (what?) Planning the engagements (When?) How do we analyse our findings? 2 Identifying stakeholders (What) Have the stakeholders changed? 6 Does our strategy need adjusting? Measuring effectiveness (Results) Creating & 3 Redefining analysing Stakeholder Engagement Strategy (How?) stakeholder profiles (what?) Strategy on how well we are engaging Strategy on how we should engage stakeholders Strategy on how & when we should plan Plan for who leads When, to whom Key messages, channels 5 Engaging Stakeholders (Do) What difference is the engagement making? 13 9 9 9 9 9 9 9 9 9 9 9 9 9 9 9 9 9 9 9 9 9 9 9 9 9 9 9 9 9 9 9 9 9 9 9 9 9 9 9 9 9 9 City taxes 9 9 9 9 9 9 9 Local environment 9 9 9 9 9 9 9 Hotel accommodation City image / prestige Planning dept City mayor City government Transport dept Sport minister National government Local residents National sports council Tourists Athletes Rail company Local businesses Housing Public transport service 9 9 9 Stakeholders Local economy Transport infrastructure Areas of interest Sport facilities Stakeholder map 9 9 9 9 9 9 9 9 9 9 9 9 9 9 9 9 9 9 9 9 9 9 14 Influence / impact matrix Low Medium t Ac e iv n ti o ta ul ns co E M Interest in the programme nt ai n ai st re rm fo in Low Written ed E Tourists D p D Athletes e Ke C Local residents Medium te in A Sports minister B Rail company B Face A to High face ed ne – s -in er uy ay b pl g y ron Ke st C High Influence of stakeholder over the programme 15 Mapping power vs attitude High F K G E L D Level of power C I J H A B Low Highly negative Attitude to PPPO Highly positive 16 Stakeholders The stakeholder community Programme Team External Primary Power Tertiary Secondary Stakeholders Influencers 17 Sociodynamic view of stakeholders Schismatics Gives unqualified support +4 Allies Zealots er er s +3 W av Gives up if not supported Synergy Follows initiatives proposed +2 Mutineers Moaners Opponents Unwilling to follow any initiative +1 Passives -1 -2 -3 -4 Has no personal point of view Uses power to get a deal Surrenders when not the strongest Does not care about the price which may need to be paid Antagonism 18 Stakeholders attitude at launch Allies Customer service Retail Waverers HR IT Opponents Passives Supply Chain 19 Stakeholder profiles  Stakeholders  Areas of interest  Owners  Current and target positions  Level of support  Level of interest  Level of influence  Level of impact 20 Stakeholder engagement process What are the concerns? 2 What do they care about? 1 4 Creating & analysing stakeholder profiles (what?) Planning the engagements (When?) How do we analyse our findings? Identifying stakeholders (What) Have the stakeholders changed? 6 3 Redefining Stakeholder 3 Redefining Stakeholder Does our Engagement Engagement Strategy strategy need Strategy (How?) adjusting? (How?) Measuring effectiveness (Results) Strategy on how well we are engaging Strategy on how we should engage stakeholders Strategy on how & when we should plan Plan for who leads When, to whom Key messages, channels 5 Engaging Stakeholders (Do) What difference is the engagement making? 21 Stakeholder engagement strategy  ÂThe The key key messages messages  ÂWho Who takes takes on on particular particular roles roles  ÂHow How stakeholders stakeholders will will be be identified, identified, categorised categorised and and grouped grouped  ÂWho Who is is responsible responsible for for particular particular stakeholders stakeholders or or groups groups  ÂHow How the the interfaces interfaces will will be be managed managed  ÂHow How feedback feedback and and dialogue dialogue will will be be managed managed  ÂSuccess Success measures measures  ÂReview Review cycle cycle  ÂTerminology Terminology && language language 22 Stakeholder engagement process What are the concerns? 2 What do they care about? 1 4 Identifying stakeholders (What) Have the stakeholders changed? 6 4 Creating & analysing stakeholder profiles (what?) Does our strategy need adjusting? Measuring effectiveness (Results) Planning the engagements (When?) How do we analyse our findings? Strategy on how & when we should plan Planning the 3 engagements (When?) Redefining Stakeholder Engagement Strategy (How?) Strategy on how well we are engaging Strategy on how we should engage stakeholders Plan for who leads When, to whom Key messages, channels 5 Engaging Stakeholders (Do) What difference is the engagement making? 23 Planning the engagements Clarify purpose Identify audiences Identify perspectives Identify key messages Facilitate feedback Delivery Strategic Tactical Choose delivery channels Test Manage responses 24 Communications plan                 What What are are the the objectives objectives of of each each communication? communication? What are the key messages? What are the key messages? Who Who are are the the stakeholders stakeholders the the communications communications are are trying trying to to reach? reach? What objections What objections isis the the stakeholder stakeholder likely likely to to have? have? What are the ways we can manage these What are the ways we can manage these objections? objections? What What information information will will be be communicated communicated and and by by whom? whom? When When will will information information be be disseminated disseminated and and what what are are the relevant timings? the relevant timings? How How much much information information will will be be provided provided and and to to what what level level of of detail? detail? 25 Stakeholder engagement process What are the concerns? 2 What do they care about? 1 5 6 Strategy on how & when we should plan Does our strategy need adjusting? Measuring effectiveness (Results) Planning the engagements (When?) How do we analyse our findings? Identifying stakeholders (What) Have the stakeholders changed? 4 Creating & analysing stakeholder profiles (what?) Engaging 3 Redefining Stakeholder Stakeholders Engagement Strategy (How?) (Do) Strategy on how well we are engaging Strategy on how we should engage stakeholders Plan for who leads When, to whom Key messages, channels 5 Engaging Stakeholders (Do) What difference is the engagement making? 26 Communication channels Cajole Influence Bulletins/briefings/press releases/blogs Seminars/ workshops/video conference/ live webcast Manipulate Lobby Café conversations Flatter Apply pressure Site exhibitions Co-opt Press/media packs & briefings Video/CD/DVD/podcasts 27 Communication? Communication? NO! You have mail 28 Communication Appearance Expression Tactile/Visual Posture Movement Touch Tone Tone Pitch Pitch Pace Pace Volume Volume Syntax Syntax Syntax Words Words Words Symbols Face to Face Auditory Articulation Symbols Voice only Words only 29 Communication - targeting Mavens: detail, detail, detail Strategisers: how it fits Networkers: who’s involved Technicals: how it works Visualisers: need pictures Evaluators: monitor and manage 30 Structuring communications 90 second message 5 minute information transfer In-depth knowledge 31 Stakeholder engagement process What are the concerns? 2 What do they care about? 1 4 Creating & analysing stakeholder profiles (what?) How do we analyse our findings? 6 Identifying stakeholders (What) Have the stakeholders changed? 6 Does our strategy need adjusting? Measuring effectiveness (Results) Planning the engagements (When?) Measuring 3 effectiveness (Results) Strategy on how & when we should plan Redefining Stakeholder Engagement Strategy (How?) Strategy on how well we are engaging Strategy on how we should engage stakeholders Plan for who leads When, to whom Key messages, channels 5 Engaging Stakeholders (Do) What difference is the engagement making? 32 Determinants of stakeholders’ attitudes Rational factors Irrational factors 33 Success criteria st Co 1 million new visitors next year Tim e End date October 99.997% reliability after new materials fitted Performance Budget £500,000 Employees are happy in the new organisation Specs as agreed Project returns 15% profit 34 35 thank you... Q&A 36
