Stakeholder engagement

www.bournemouth.ac.uk/itservices
 Aim and objectives

AIM: Why stakeholder engagement is critical to the success of a

project and how to do it effectively
ILO:
How to identify and analyse stakeholders in terms of their
interest in the project
influence on the project
A summary of the stakeholder engagement process
How to develop a stakeholder engagement strategy and communication
plan

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 What is stakeholder engagement?

"the systematic identification, analysis and planning of actions to

communicate with, negotiate with and influence stakeholders.
APMBoK (5th ed.)
"the systematic identification, analysis, planning and
implementation of actions designed to engage with stakeholders.
APMBoK (6th ed.)

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 Why do we engage with stakeholders?

Assess needs/demands
Project purpose
Success factors
Ownership/commitment
Feedback develop
Communicate issues
Avoid negative press
Avoid mistakes
Early management vital
Professionalism

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 Who are stakeholders?

Anyone interested
Has an influence or who is influenced
Customer
Resident
Decision maker executive board, senior
manager
Supplier
Project management team
Resource managers
Competitor

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 R. Edward Freeman Theory of
stakeholders
The normative
theory of
stakeholder
identification

By Grochim - Commons, CC BY-SA 3.0, https://commons.wikimedia.org/w/index.php?

 When do we engage stakeholders?

Before, during and after

Continuous process

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 What skills are required?

Communication written
- oral
Knowledge of project especially purpose
Human relations
Ease of access multiple channels
Empathy
Listening skills
Influencing
Horizon scanning

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 Identify

Who is impacted by your project?

Who has a role to play?
Who is interested in your project?

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 Assess

What is their level of interest and influence?

What impact do they have?
What is their position?

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The
descriptiv
e theory
of
stakehold
er
salience
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 Plan

What actions are needed?

Negotiate?
Inform?
Influence?
How will you take these actions?
What timescales?
The communication plan is the output from these activities

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 Implement

Put the plans into action.

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 Review and monitor

Regularly review, identifying new stakeholders and assessing

them.
Reassess identified stakeholders and refine your actions.

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Buttrick, R.(2005). The project workout (3rd. Ed)
Harlow: Pearson Education