This document discusses stakeholder analysis for a project. It identifies different types of stakeholders (internal/external, operational/commercial contacts, etc.) and ways to assess their level of interest, influence, and commitment to the project. Stakeholder commitment is depicted on a curve from awareness to internalization. Stakeholders are also categorized by status - green for supporters, orange for neutral, and red for blockers. The document provides examples of factors that could lead to each status designation.

1. Stakeholders & PESTLE
Political
Economic
Sociological
Project
Technical
Environmental
Legal
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October 2013
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Exploring Stakeholder Management Skills – APM Event

2. Stakeholder Analysis
INFLUENCE AND POWER
LOW
MEDIUM
HIGH
INTEREST
HIGH
MEDIUM
LOW
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October 2013
© Siemens AG 2008
Exploring Stakeholder Management Skills – APM Event

3. Stakeholder Analysis
INFLUENCE AND POWER
LOW
MEDIUM
HIGH
INTEREST
HIGH
Key
players
Active
consultation
MEDIUM
LOW
Keep
informed
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October 2013
Maintain
interest
© Siemens AG 2008
Exploring Stakeholder Management Skills – APM Event

4. Stakeholder Analysis – Examples
Green – Supporter
Orange – Neutral
Red - Blocker
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October 2013
© Siemens AG 2008
Exploring Stakeholder Management Skills – APM Event

5. Stakeholder Identification – Things to consider…..
Day to Day
contacts
Union
Management
External
Customers
Impacted
Areas
Commercial
contacts
Suppliers
Project
Team
Operational
contacts
Internal
Function
Representatives
Management
Controls
Programme
Management
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October 2013
Finance
Risk
Internal
Politics
© Siemens AG 2008
Exploring Stakeholder Management Skills – APM Event

6. Assess….The Commitment Curve
7
Level of Commitment
Where we need
them in 4
Where we
months
need them
in 2
?
months
Where they are
now
?
Internalisation
“It’s just the way we do things around here”
6
5
Commitment
“I want to help make the implementation work”
Acceptance
“The programme is going to happen”
?
4
“I want to know more about the programme”
3
2
1
Contact
Engagement
Understanding
“I know broadly why the Programme exists, & how it will impact me
Awareness
“I’ve heard about the programme”
Time
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October 2013
© Siemens AG 2008
Exploring Stakeholder Management Skills – APM Event

7. Action…..Stakeholder Status
Examples that would give rise to Red, Amber or Green flags
• There are issues or concerns present for which no resolution is currently identified OR
• The Stakeholder has refused to sign off material OR
• The Stakeholder has the power to delay the project and is deemed likely to do so OR
• The Stakeholder is communicating negative messages about the project.
• The Stakeholder is not at the required point on the commitment curve but is not likely to delay progress
as a result OR
• The Stakeholder has raised issues or concerns which are being managed, have not been resolved, and
are not irresolvable OR
• The Stakeholder has not signed off or seen material on schedule but there is no reason to believe they
will raise issues OR
• There has been insufficient contact for the Gatekeeper to be able to make a reliable status assessment
i.e. the position is unknown.
• The Stakeholder has seen all relevant material for the current stage of the programme & has approved
any material which requires their sign off OR
• They have not raised any issues which have not been addressed to their satisfaction relative to the
current stage OR
• The Stakeholder is at the required point on the commitment curve for this stage of the programme.
22nd
October 2013
© Siemens AG 2008
Exploring Stakeholder Management Skills – APM Event