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BSBPMG507A Apply Communication Management Techniques
10.1 Identify Stakeholders
• The process of identifying all people and organisations involved in or impacted by the project
• Stakeholder information is gathered including their interests, involvement and potential impact on project success
• Includes diverse groups such as customers, sponsors, impacted management, impacted staff, external organisations and sometimes even the public or press
• Stakeholders can positively or negatively impact the project
• Occurs during Planning Initiation Planning Execution Close
Monitor
Control
Adapted from PMBOK 4th Edition
BSBPMG507A Apply Communication Management Techniques
Definition of Project Stakeholders
• Stakeholders are persons or organisations who are actively involved in the project or whose interests may be positively or negatively affected by the performance or completion of the project.
• Stakeholders may also exert influence over the project, its deliverables and the project team members.
• The project management team must identify both internal and external stakeholders in order to determine the project requirements and expectations of all parties involved.
• The Project Manager must manage the influence and expectations of the various stakeholders to ensure a successful project outcome.
BSBPMG507A Apply Communication Management Techniques
Stakeholders and the Project
OperationsManager
Other Stakeholders
Portfolio Manager
Program Manager
Project Sponsor
Project Management
Team Project Manager
Project Team
FunctionalManagers
Business Partners
CustomersProject
ManagementOffice
Project Stakeholders
Project Team
The Project
PMBoK Guide – Fourth Edition, figure 2.6
BSBPMG507A Apply Communication Management Techniques
Stakeholder Identification
• Identifying stakeholders and understanding their relative influence on a project is critical.
• It can be difficult• Stakeholders can change over time and new ones can
be identified during the project• Stakeholder expectations and power can also change
during the project
BSBPMG507A Apply Communication Management Techniques
Internal and External Stakeholders
The Project
Internal Stakeholders
External Stakeholders
OperationsManager
Other Stakeholders
Portfolio Manager
Program Manager
FunctionalManagers
Business Partners
Customers
Project Management
Office
Public
GovernmentSub
Contractors
OtherStakeholders
Competitors
Suppliers
BSBPMG507A Apply Communication Management Techniques
10.1 Identify Stakeholders
• Inputs to Identify Stakeholders -Project CharterProcurement Documents and ContractsEnterprise Environmental Factors
– Organisation culture and structure– Government regulations and– Industry standards
Organisational Process Assets– Stakeholder register templates– Lesson learned from previous projects– Stakeholder Registers from previous projects
• Tools and techniques to Identify Stakeholders –
Adapted from PMBOK 4th Edition
StakeholderAnalysis
ExpertJudgement
BSBPMG507A Apply Communication Management Techniques
10.1 Identify Stakeholders
Stakeholder Analysis
• The process of systematically gathering and analysing information to determine whose interests should be taken into account throughout the project
• It identifies the interests, expectations and influence of the stakeholders
• Looks at stakeholders with positive and negative feelings towards the project
Step 1 - Identify all potential project stakeholders
Step 2 – Identify Power and Impact of each stakeholder
Step 3 – Assess likely stakeholder reactions and plan to get support
Adapted from PMBOK 4th Edition
BSBPMG507A Apply Communication Management Techniques
Steps in Stakeholder Analysis
1. Identify all potential stakeholders and information about them
Understand their role and authority levels
Identify their interest and expectations
Key stakeholders are easily identified as they appear in the project governance and structure chart
Key stakeholders include anyone in a decision-making or management role that will be impacted by the project
Interview key stakeholders to identify more stakeholders
Positive stakeholders can be leveraged to enhance project success
Negative stakeholders need to be encouraged to support the project, or at least be neutral
BSBPMG507A Apply Communication Management Techniques
Steps in Stakeholder Analysis
2. Identify Stakeholder Power and Interest
Classify stakeholders
Plan approach to stakeholder management depending on their power and interest
Identify stakeholder communication requirements
Complete the Stakeholder Power & Interest Grid
It is critical to understand their roles or positions, interests, expertise, expectations and levels of influence
BSBPMG507A Apply Communication Management Techniques
Steps in Stakeholder Analysis
3. Assess likely stakeholder reactions
Identify stakeholder related risks
Monitor and control stakeholder related risks
Develop risk management plans and mitigation strategies to reduce negative impacts
Complete the Stakeholder Register and determine management strategy
Positive stakeholders can be leveraged to enhance project success
Negative stakeholders need to be encouraged to support the project, or at least be neutral
BSBPMG507A Apply Communication Management Techniques
Stakeholder Power & Interest Grid
KeepSatisfied
Monitor(minimum effort)
Keep Informed
ManageClosely
Interest
Po
wer
Low
Low High
Hig
h
PMBoK Guide – Fourth Edition
BSBPMG507A Apply Communication Management Techniques
Expert Judgement
• Stakeholders are normally uncovered through discussions with the key stakeholders and the list should be expanded until all potential stakeholders are identified – e.g staff or customers impacted by the project, third party suppliers, finance and legal departments
• It can be difficult to identify all the stakeholders• Different experts who should be consulted include -
SeniorManagement
IndustryGroups
PMO
SubjectMatter
Experts
OtherProject
Managers
KeyStakeholders
ConsultantsProfessionalAssociations
BSBPMG507A Apply Communication Management Techniques
10.1 Identify Stakeholders
• Outputs of this process include –Stakeholder Register
– Identification information– Assessment information– Stakeholder Classification
Stakeholder Management Strategy
– Defined approaches to increase support or decrease negative impacts
Stakeholder Analysis Matrix– Takes the results of the above and the Power and Interest assessment– Summarises and organises into a register or table– Includes potential strategies to gain support or reduce negative impacts
Adapted from PMBOK 4th Edition
BSBPMG507A Apply Communication Management Techniques
Stakeholder Register or Stakeholder Analysis Matrix
• First step in communication planning• Includes expectations (interests) and management
approach (strategies)• Content can be very sensitive • Discretion is required regarding access to the document
and distribution lists
Adapted from PMBOK 4th Edition
Stakeholder Stakeholder Interests in the Project
Assessment of Impact and Authority
Potential strategies for gaining support and reducing objections
Stakeholder name and position title Areas of interest –
functional, operational, specific project outcome or key knowledge area
Using the Power and Interest Grid to determine level of authority and also level and type of impact (positive or negative)
Specific actions planned to gain support and reduce objections, leverage supporters and neutralise detractors