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Stakeholder Engagement
John Cunningham
Johnpc ltd Helping businesses do what they do, be4er than
they do it now
1 www.johnpc.co.uk
Benefits of Stakeholder Engagement
1: People important to your success are engaged in what you’re doing
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Benefits of Stakeholder Engagement
2: You can establish the landscape of peoples’ views
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Benefits of Stakeholder Engagement
3: You can communicate effecEvely and in a manner appropriate to the Stakeholder
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Benefits of Stakeholder Engagement
4: It provides the opportunity for recogniEon when stuff goes well
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Place all ac9vity into a Priority Matrix Iden9fy Stakeholder Engagement Territory
Do first or delegate to some else
(Get it out of the way, but meet the deadline)
Do now
(The priority of your energy and <me)
Ignore and/or cancel
(If it’s not urgent or important, don’t
waste your <me on it)
Think, review and plan
(Schedule diary Eme to do this) Not
Important
Important Urgent
Not Urgent Acknowledgement to Kevin Duncan: The Diagrams Book
9 www.johnpc.co.uk
Stakeholder Engagement Territory
Important
Not Important
Iden9fy the Stakeholders (individual and groups) for each ini9a9ve in the Priority Matrix
Senior ExecuEves
Shareholders
Peer Groups
Team Members (own & others)
Unions
Customers
Public
Industry Groups
Stakeholders may not always be obvious: Take Eme to think about who is important to you and why?
Stakeholders will have the different communicaEon styles: Communicate in theirs, not yours
Some poten9al
Stakeholder groups
The resonaEng focus of each stakeholder will probably be different
Expect a mixture of support, neutrality and negaEvity for what you are trying to achieve
10 www.johnpc.co.uk
Map your stakeholders by Interest and Importance
Important, but low interest
Communicate the headlines and invite them to input and/or ask
quesEons
Important and Interested
Engage fully, understand what their resonaEng focus is and their
preferred communicaEon style
Not important and low interest
Touch base and communicate at headline level only
Not important, but interested
Keep informed, provide communicaEon channels.
Oaen useful with operaEonal input Oaen have relaEonships with the
important/interested group
Importance
High
Low
Interest High Low Acknowledgement to Mindtools for the framework 11 www.johnpc.co.uk
Create an engagement plan for all Stakeholders Where Are They Now > Where Do You Want Them?
Name Power / Interest
Position Focus Support needed
Action
Fred Smith LH SupporEve Candidate drop out rates
None Gain support from Fred to influence Jill
Jill Bentley HL NegaEve: thinks project is a bad idea
Budget Time to explain how ROI will be achieved
Arrange meeEng with
Jill to understand doubts
• Ensure there is an acEon plan for each stakeholder • Spend your Eme on the important and urgent
12 www.johnpc.co.uk