'Need to know': How to engage and update stakeholders
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Need to know: Engaging your stakeholders Annette Andresen
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Slides from a presentation given by Annette Andresen to a joint meeting of IIBA UK and PMI London branch on 2 October 2014. One of the biggest challenges faced by project managers and BAs is engaging stakeholders at the right time and with the right information. Done well, you can build support and be given the space to get on with delivering your project. Done badly, your stakeholders will become resistant or begin to involve themselves in the project minutiae, demanding more status updates and wanting more control of the project. In this presentation, Annette Andresen will provide some tips on how to identify your stakeholders, how to engage them and how to present them with meaningful information.
Transcript of 'Need to know': How to engage and update stakeholders
Need to know: Engaging your stakeholders
Annette Andresen
Why are we here?
The ability to engage stakeholders is becoming the key differentiatorbetween an average BA or project manager and a good BA or project
manager.
©The Change Facilitator
Types of stakeholders
Business LeadersGovernance boards
Unions / works councils
Programme Sponsors
Middle management
©The Change Facilitator
Subject Matter Experts(internal)
Vendors
Identifying your stakeholders
• Consider the groups on the previous slide• Which do you have around your project?
Identifygroups
Identify keyindividuals
Identifyowners
Create aplan
• Are there sub-groups?
• Within each group, who are the influencers?• Are the influencers all at the top of the hierarchy or do you need to
engage multiple levels?
• For each individual, who within the project will ‘own’ thatstakeholder?
• Do you have relationships with all of them? Can supportivestakeholders help you to manage other stakeholders?
• How will you approach each stakeholder? How often?• What information do they need and how will you deliver it to them?
or
Creating yourstakeholder plan
Developing a stakeholder plan
Who has the right relationshipwith the stakeholder to buildengagement and address any
concerns?
What do you need from thestakeholder?
What is the stakeholder most likelyto be interested in / concerned
about?
How often does the stakeholderneed to be engaged / updated?
What existing forums does thestakeholder take part in? Areadditional 1:1 meetings needed?
©The Change Facilitator
A stakeholder plan
NamePositionOwnerInfluenceCurrentCurrentDesiredDesiredActionslevel supportactivitysupportactivity
Active
1
5
5
Review monthly withstakeholder owners.
Update actions andidentify interventions ifneeded.
Passive 1
Resistance Support
©The Change Facilitator
Developing material
Developing material for stakeholders: KeyPrinciples
Principle 1: They don’t need to know everything!!
©The Change Facilitator
Developing material for stakeholders : KeyPrinciples
Principle 2: Don’t start with the slides.
©The Change Facilitator
Developing material for stakeholders: KeyMessages
What will thestakeholder(s) be
most worried about /interested in?
What do you needfrom the
stakeholder(s)?
©The Change Facilitator
What informationcan we provide to
assuage theirconcerns / sate their
curiosity?
What informationshould we provide to
help them do this?How can we convincethem it’s important /
in their interest?
Key Messages
NB: These may need tobe delivered overmultiple meetings
Developing material for stakeholders: Telling a story
A classic structure:
Where havewe come
from
©The Change Facilitator
Why are wechanging - Where are
the ‘turning we headingpoint’
How will we What will itget there look like
Developing material for stakeholders: And finally…
Develop your slides!
lways set the context (you don’tknow what meeting your stakeholders
have come from)
Presentation orreading document?
Graphics withminimal words
Bullet points don’twork!
White space is good!
©The Change Facilitator
Other considerations
Handling emotions: The change curve
Denial
Can I cope?
Anxiety
At last something’sgoing to change!
Happiness
Fear
Change?What Change?
What impact willthis have?How will it affect
me? Disillusionment
I’m off!! 7this isn’t for
This is bigger me!than I thought!
Did I reallydo that?
Who am I?
Threat Guilt Depression
This canwork and begood
I can seemyself inthe future
MovingForward
Gradual Acceptance
I’ll make thiswork if it killsme!!
Hostility
©The Change Facilitator 15
Building trust
Be authentic and Empathise (but don’thonest sympathise)
Remember that yourstakeholders have a lot of Respect your stakeholders’
other things on (they won’t experience and knowledgealways remember)
©The Change Facilitator
Other considerations
It’s a relationship, stupid!
©The Change Facilitator
©The Change Facilitator
