Stakeholder Identification and Communications aka ...€¦ · How can they help us? How can we help...

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Stakeholder Identification and Communications aka Stakeholder Engagement

Olympic Performance, Inc.Ronald Sarazin503-682-0900ron@123workflow.com or Linked-inwww.123workflow.com

“My job would be easy if it weren’t for all those darn people involved.”

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Who is a Stakeholder?

Anybody that cares and

The Business Analysis WorkI/we care I/we need you

Anybody needed to complete the work

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Four Parts to Stakeholder Engagement

1. Stakeholder Identification2. Stakeholder Analysis

3. Stakeholder Engagement Management

4. Monitor and Update

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A. Brainwrite stakeholdersB. Consider virtual online

tools

1. Stakeholder Identification (1 of 6)

Gather your team plus ‘friendly’ stakeholders and conduct a workshop (2 hours maximum).

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1. Stakeholder Identification (2 of 6)

Generic Stakeholder Examples and Alternate Roles

Business Analyst Business Systems Analyst, Systems Analyst, Process Analyst, Consultant, Product Owner, etc.

Customer Segmented by market, geography, industry, etc.

Domain Subject Matter Expert (SME)

Broken out by organizational unit, job role, etc.

End User Broken out by organizational unit, job role, etc.

Implementation SME Project Librarian, Change Manager, Configuration Manager, Solution Architect, Developer, DBA, Information Architect, Usability Analyst, Trainer, Organizational Change Consultant, etc.

Operational Support Help Desk, Network Technicians, Release Manager

Project Manager Scrum Master, Team Leader

Supplier Providers, Consultants, etc.

Tester Quality Assurance Analyst

Regulator Government, Regulatory Bodies, Auditors

Sponsor Managers, Executives, Product Managers, Process Owners

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1. Stakeholder Identification (3 of 6)

Outside of the organization impacting the

project

Outside of the organization

impacted by the project

Outside of the project but in the organization

Within the project

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1. Stakeholder Identification (4 of 6)

A. Brainwrite stakeholders1. State that you are trying to identify

all stakeholders.2. Record one stakeholder or

stakeholder group on each index card.

3. Place completed cards in pool.4. Complete additional cards

until ideas are exhausted.5. Randomly select cards from

the pool to stimulate new ideas.6. Sort and analyze the cards,

eliminating duplicates and sorting out overlaps.

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1. Stakeholder Identification (5 of 6)

B. Consider virtual online tools

Trello.com

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1. Stakeholder Identification (6 of 6)

B. Consider virtual online tools

Jamboard.google.com

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Four Parts to Stakeholder Engagement

1. Stakeholder Identification2. Stakeholder Analysis

3. Stakeholder Engagement Management

4. Monitor and Update

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2. Stakeholder Analysis (1 of 11)

Two questions:Who are they?What is our strategy?

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2. Stakeholder Analysis (2 of 11)

Who are they?Two activities:

A. Meetings and InterviewsB. Questionnaires

Three tools:A. Stakeholder RegisterB. Proximity ChartC. Sociogram

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2. Stakeholder Analysis (3 of 11)

Who are they?Activity A. One-to-one Meetings and Interviews

• Be clear in the invitation: this is a short ‘get to know you’ meeting

• Open the meeting with introductions and context-setting

• Remember to focus on relationship and trust building

• Ask the important questions• Confirm what you heard is

what they intended• Invite dialogue• Answer questions they ask• Leave them with a point of

contact

Approach

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Their needs Our needs

2. Stakeholder Analysis (4 of 11)

Who are they?Activity A. One-to-one Meetings and Interviews

Possible questionsWhat is their background?

Who are they connected with?

What matters to them? (including values and priorities)

How do they want us to communicate with them?

How can they help us?

How can we help them (what do they want from us)?

What resources do they command?

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2. Stakeholder Analysis (5 of 11)

Who are they?Activity B. Questionnaires

Notes and Tools• Similar questions used for

meetings and interviews• Keep the survey short• Provide context in the

invitation to the survey AND in the survey introduction

• SurveyMonkey.com• Typeform.com• Google.com/forms• Apian.com (SurveyPro)

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2. Stakeholder Analysis (6 of 11)

Who are they?Tool A. Stakeholder Register

Register example from: https://www.paymoapp.com/blog/stakeholder-management-plan/This site includes a downloadable pdf template and a Google Sheet you can copy

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2. Stakeholder Analysis (6 of 11)

Who are they?Tool A. Stakeholder Register

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2. Stakeholder Analysis (6 of 11)

Who are they?Tool A. Stakeholder Register

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2. Stakeholder Analysis (7 of 11)

Who are they?Tool B. Proximity Chart

Key StakeholdersDirectly Involved

Frequently InvolvedInfrequently Involved

Adapted from The Influence Agendaby Dr. Mike Clayton

Opposers

Supporters

Bystanders Undecideds

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2. Stakeholder Analysis (8 of 11)

Who are they?Tool C. Sociogram (stakeholder alignments)

Example from: https://www.pocketbook.co.uk/blog/tag/stakeholder-analysis/

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2. Stakeholder Analysis (9 of 11)

What is our strategy?

Two tools:A. Power/Interest GridB. Attitude/Impact Grid

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Tool A. Power/Interest Grid

Keep Satisfied Manage Closely

Monitor Keep Informed

HighPower

Low Interest HighLow

2. Stakeholder Analysis (10 of 11)

What is our strategy?

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Inform & Coach Enroll & Employ

Monitor & Outvote Woo & Win

PositiveAttitude

Low Impact HighNegative

Reproduced from The Influence Agendaby Dr. Mike Clayton

Tool B. Attitude/Impact Grid

2. Stakeholder Analysis (11 of 11)

What is our strategy?

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Four Parts to Stakeholder Engagement

1. Stakeholder Identification2. Stakeholder Analysis

3. Stakeholder Engagement Management

4. Monitor and Update

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3. Stakeholder Engagement Management (1 of 2)

What is your team’s capacity and capability to work effectively with stakeholders?

Create a communications plan

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3. Stakeholder Engagement Management (2 of 2)

Communications planAudience Frequency Method Responsible

PartyDesiredOutcomes

Project Manager

Weekly

Monthly

Meeting

Project status report

Person A

Person C

Guidance on Next Steps

SME Person 1 One time Elicitation interview

Person B Interface requirements

SME Group 1 One time Focus group Persons A, C, D Functional requirements

Department Manager 1

Monthly

On request

Newsletter

Meeting

Person C

Persons A, B

Understanding of effort status; potential impact on operations

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Four Parts to Stakeholder Engagement

1. Stakeholder Identification2. Stakeholder Analysis

3. Stakeholder Engagement Management

4. Monitor and Update

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4. Monitor and Update

The world is dynamic. Periodically look for

• New stakeholders• Changes in stakeholder

interests and status• Engagement effectiveness

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