1. Identification, Analysis and Management
Stakeholders
Identification, 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 change
They have a stake in your success or failure, or can hinder or help you reach your vision
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

3. 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

4. The Stakeholder Management Process
Iterative process throughout implementation
Analyze
Plan
Execute
Identify critical stakeholders
Understand critical stakeholder issues
Plan stakeholder management activities
Define key messages
Execute stakeholder management plans
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

5. Stakeholder Enrollment
There is a progression to stakeholder enrollment 5
Advocacy
& Ownership 4
Commitment
& Action 3
Support
& Buy-In
Degree of Enrollment
To achieve desired results, the majority of stakeholders should be in the Commitment & Action or Advocacy & Ownership stage 2
Understanding 1
Awareness
Time

6. Each stage of the Stakeholder Enrollment process requires different communication objectives and channels
Sample Communication Channels
Objectives of Communication
Proof of Successful Communication
Definition 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, s
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 4
Commitment
& Action
Degree of Enrollment 3
Support
& Buy-In 2
Understanding 1
Awareness

7. Stakeholder Management
Step 1
Evaluate Stakeholder Readiness to Change
Step 2
State the Desire Outcomes
Step 3
Diagnose the Sources of Resistance
Step 4
Evaluate 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?

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 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"
Action
"I will act to achieve this change"
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.

9. Stakeholder Identification – Who are your Key Stakeholders?
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

10. Impact of Change Level of Support
Very High
Name 1
Name 2
Name 3
High
Impact of Change
Medium
Name 4
Low
Name 5
Strongly
Opposed
Opposed
Neutral
Supporter
Enthusiast
Level of Support
Power and Influence
Commitment Need
Stakeholder Management Approach
= High
= Medium
= Low
= Necessary
= Desirable
= Not Needed
= Priority 1
= Priority 2
= Priority 3
= Priority 4
= Leverage
= Monitor