Presentation on theme: "Identification, Analysis and Management"— Presentation transcript:
1 Identification, Analysis and Management StakeholdersIdentification, Analysis and Management
2 Stakeholder Management Who are stakeholders?Who are critical stakeholders?All individuals or groups of individuals (internal or external) who will be affected by the changeThey have a stake in your success or failure, or can hinder or help you reach your visionThose stakeholders who have the ability to impact or influence the changeWhat is stakeholder management?A formal, systematic approach to identifying and managing key stakeholders in order to build support and commitment to the change
3 The Value of Stakeholder Management Minimizes the risk of stakeholder concerns conflicting with project goals and developing into potential barriersProactively addresses key stakeholder issues with the aim of generating support for the changeSurfaces and legitimizes feelings of resistance and allows action planningActively involves stakeholdersProvides input to the communications process
4 The Stakeholder Management Process Iterative process throughout implementationAnalyzePlanExecuteIdentify critical stakeholdersUnderstand critical stakeholder issuesPlan stakeholder management activitiesDefine key messagesExecute stakeholder management plansIdentify critical stakeholders (internal and external)Determine where interests lieCollect and analyze information on position and issuesAssess data, segment stakeholders, define expectations and issuesIdentify resistance in terms of causes, severityMap positions and look for clustering, extremesPlan actions to leverage influencers, mitigate barriersIdentify new behaviorsEscalate potential risksDefine messages key to project and stream milestone activitiesPlan communication schedule with Communications TeamTarget leadership actions with key project activitiesMonitor critical stakeholdersPrepare feedback mechanismsRevisit stakeholder positionsReview and update Stakeholder Management Plan
5 Stakeholder Enrollment There is a progression to stakeholder enrollment5Advocacy& Ownership4Commitment& Action3Support& Buy-InDegree of EnrollmentTo achieve desired results, the majority of stakeholders should be in the Commitment & Action or Advocacy & Ownership stage2Understanding1AwarenessTime
6 Each stage of the Stakeholder Enrollment process requires different communication objectives and channelsSample Communication ChannelsObjectives of CommunicationProof of Successful CommunicationDefinition5Advocacy& OwnershipAwareness that the change is comingProvide information, create awarenessEmployees know the name of the change and who is leading itPrinted publications, newsletters, informational meetings, sComprehension of nature, reasons and intent of the changeBroaden awareness and raise level of understandingKnows change imperative, case for change, content & phases of change, milestones & deliverablesOne-to-one communication, department / staff meetingsPositive personal perception and disposition toward the changeEnroll individuals, gain support and personal buy-inCan explain the change; allocates time for learning, meeting, work-shop; mobilizes peersFocused discussions, workshops, interviews, phone calls, letters from leaders; presentationInvest resources and personal time, leadothersAttain full commitment and encourage actionActs as business / communication advisor; supports changeParticipation in teams, focus groups, reviewsFull ownership of the successful implementation and adoption ofthe changeFeel, behave and act self-directed as change agentActively supports change by living new processes; supports capability transferRound table, project presentations and discussion on project results4Commitment& ActionDegree of Enrollment3Support& Buy-In2Understanding1Awareness
7 Stakeholder Management Step 1Evaluate Stakeholder Readiness to ChangeStep 2State the Desire OutcomesStep 3Diagnose the Sources of ResistanceStep 4Evaluate The Effectiveness of the ActionsDoes 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 changeAre 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 changeLack of involvement in the change processDiminished rewardsInability to identify with the organization’s valuesInappropriate timing of changeLow level of trustHigh-pressure work environmentDo 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?
8 Compliance vs Commitment Framework "I will put myself at stake for this change""I want to do it this new way""I have to do it this new way"Reaction"I will react to this change -if I must"Testing"I must absorb this changeNegative 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 changeAwareness"I am being told about something"Action"I will act to achieve this change"Stakeholders:LeadershipBusiness Process OwnersEmployeesCompliance vs Commitment FrameworkWe must build a deep understanding of where stakeholders are today and where they need to be tomorrow.
9 Stakeholder Identification – Who are your Key Stakeholders? Step 1: Identify critical stakeholders and critical stakeholder groupsStep 2: Create your stakeholder map using the guidelinesDetermine their level of supportAssess the overall impact of the changeStep 3: Map the stakeholders location on the chart provided in the next slide
10 Impact of Change Level of Support Very HighName 1Name 2Name 3HighImpact of ChangeMediumName 4LowName 5StronglyOpposedOpposedNeutralSupporterEnthusiastLevel of SupportPower and InfluenceCommitment NeedStakeholder Management Approach= High= Medium= Low= Necessary= Desirable= Not Needed= Priority 1= Priority 2= Priority 3= Priority 4= Leverage= Monitor