developing people, improving young lives   developing people, improving young lives  

Development directorate

Stakeholder mapping

Spring 2007

2

Who typically gets involved?

Reference GroupEnsure that it works

Change TeamCome up with the

solution

SponsorsOwn the requirement

UsersReap the benefits

3

Tools we could use: Stakeholder mapping

What is it?

• A graphical illustration of how your stakeholders are disposed towards your change project

• Helps you to identify who you need to influence and what action to take

When would you use it?

• Early in your project – at the Mobilise and Discover stages

• Revisit in later stages as you evaluate efforts to improve positive attitudes and engage stakeholders

Are there any rules?

• Never print or leave your map lying about – can be very sensitive!

4

Mapping stakeholder dispositions (1)

Involvement

Against For

5

Mapping stakeholder dispositions (2): examples

Involvement

Against For

The enemy; takingevery opportunityto undermine yourefforts

Change champion;takes personal responsibility for ensuring success

Fence sitter;not engaged;waiting to seehow it goes

The cynic; firescheap shots to testyour resolve

Willing helper;anxious to lenda hand

6

Worked example: A school change initiative

Involvement

Against For+5-5

0

10

Deputy head

Headteacher

Admin 1

Part-time teacher

ParentsChair of

Governors

Governing body

SMT

Admin 2

Full-timeteaching

staff

LSA

Key: Size of circle = degree of influence on change

7

Illustrating relationships

Involvement

Against For+5-5

0

10

Deputy head

Headteacher

Admin 1

Part-time teacher

ParentsChair of

Governors

Governing body

SMT

Admin 2

Full-timeteaching

staff

LSA

Key: Thickness of line = strength of relationship

Active

Against For

Passive

Active

Against For

Passive

The enemy; Takes every opportunityto undermine yourefforts

The lazy cynic; Fires cheap shots to testyour resolve

Fence sitter;Not engaged;waiting to seehow it goes

Willing helper;Anxious to lenda hand

Change champion;Takes personal responsibility for ensuring success

The talker;For the change but not willing to play a part

Active

Against For

Passive

Mike

Sally

David

Tom

Susan

Rob

Jeff

Bob

Lisa

KeyLarger the bubble = greater the influenceThickness of line = strength of relationshipBrown line = positive relationshipRed line = negative relationship

Rachael

Jane