Project Management Essentials: Stakeholder Management

Stakeholders – Can They be
Managed?
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- All Rights Reserved

2

Who Are Project Stakeholders
• “Any person or organization that is actively
involved in a project or whose interests may
be positively or negatively affected by
execution or completion of the project.”
www.projectstakeholder.com
• Stakeholders are always people or are
represented by people

Project Management and People
•

People and how they communicate are absolutely key
to the success of initiating, planning and executing
projects

•

Many actors and behind the scenes people are
involved, many of which will be mentioned in this
seminar

•

How well they communicate or not will be telling


4

Communications Audiences
•
•
•
•

Executives

$
Sponsor

Finance

•
•

Stakeholders

Clients
Client employees
Internal employees
Interested
organizations
Governments
Media

Other PMs
Functional
Managers

PM

Contractors

Teams

5

Project Planning and Control
Model
Project
Initiation

Update & Detail
Project Scope
Definition
Monitoring &
Control
Updates

Finalize Plan &
Gain Approvals

Stakeholder
Management Happens
Though Out Project
Life Cycle

Other Processes as
required
Risk, Quality,
Human Resources,
Communications,
Procurement,
Stakeholder

Detailed Work
Package Planning
& Estimating

Project
Schedule
Development

Project Budget
Development

6

PMBOK® Guide Stakeholder Management
Identify
Stakeholders

Project Planning

Control
Stakeholder
Engagement

Plan
Stakeholder
Management

Manage
Stakeholder
Engagement


7

Stakeholder Management Process

Identify
Classify
Needs &
``
Expectations
Influence
Communicate
Evaluate

Project Initiation Process
Corporate Planning and
Sales Identify Projects

Initiative
Identification

Project
Planning 
Feasibility
Study/Business
Case Study

Project
Definition
Initial
Project
Charter
Key
Stakeholder
Analysis
Feasibility
Study Plan

From the CORE™
Project Management
Methodology

Y

Study
Report
Approve

Approve

N

Y

Conceptual
Project Plan

N

Archives

9

Initial Major Stakeholder Analysis
•

Stakeholder Definition
–Individuals or organizations who are impacted by the project or have a major
interest in it
–Both internal & external to the project sponsoring organization

•

Who are some typical major stakeholders at this point?

•

Study Leader should interview stakeholders to determine
–Level of influence
–Needs/requirements
–Expectations


10

Initial Stakeholder Analysis Cont’d.
•

Project manager’s level of influence
Internal Stakeholders

Medium to high
May take direct action to influence
External Stakeholders

Low to medium
Stakeholders can go over PMs head

•

Stakeholder list likely to expand as project planning
proceeds


11

Initial Stakeholder Analysis Cont’d.
•

Identify stakeholder attitude to project
Allies
Supportive
Neutral
Reluctant
Opponent

•

Need plans to convert or at least neutralize the bottom two

Example Stakeholder Analysis
Date

Jan. 6,
201X

Version No.
Project Name
Project Manager
Project Sponsor

Name

Project No.

Corporate Admin and Sales
Facilities Consolidation Project
Sam Black
Jeanette LaMontagne

Key Stakeholders
Title
Organization

Telephone No.
Telephone No.

Influence
Level
(H,M,L)
H

Mike
Hands, C

CEO,

General Holding
Corporation

Burt
James

President

Microsystems
Networking

H

Hector
McLeod

Managing
Director

Office Systems
Software

H

Sue Moore

President

IT Project
Management

H

905-999-4444
416-666-1023

Need/Requirement

Expectations

That all admin and
sales functions in the
Greater Toronto Area
will be consolidated to;
(1) achieve overhead
cost savings and (2) to
gain better cooperation
between the sales
teams of the subsidiary
companies
That the consolidation
will have minimum
impact on regional sales
and operation as well as
on the staff
That his company
technically leads the
consolidation of office
systems software
requirements on the
project.
That the several major
client projects her
company is involved in
are not impacted.

That this consolidation
will be achieved as
quickly as possible,
say 18 months, and
that it will have a
direct impact on
growing revenues for
the overall
corporation.
Does not want to lose
key staff members
because of the move
and possible impact of
commuting.
That his company will
recognize sales
through the move by
provision of the office
system software.
That her staff is
not disrupted any
more than
necessary by the
move

Recommended
Communication
Event(s)
Project Sponsor meet
monthly to brief CEO
on project status.

PM meet monthly with
key staff to know &
respond to concerns

PM advise Corp. Fin. to
recognize OSS sales
revenues

Proj. Sched.
consider other
projects &
communicate to
Pres.

• Stakeholders almost always high or very high at this stage

13

Stakeholder Classification Mapping
•
•
•

•

Treats stakeholders as groups
Recognizes various levels of influence & interest
Communicate with the group and not just individuals
–Large program/project may have dozens or hundreds of
stakeholders
–Program/project managers do not get bogged down
communicating with a myriad of individuals, especially during
execution
Create a stakeholder map


14

Stakeholder Group Map
Corporate Admin and Sales Facilities Consolidation Project

Keep Satisfied
- To be determined

Manage Closely
-Mike Hands, CEO

INFLUENCE

-Burt James, Pres. Microsystems
Software

Keep Informed
- Suppliers

Keep Informed +
Two Way
Communication
- Pierre Guy, Pres. Temp Agency
Staffing

INTEREST
Source: www.expertprogrammanagement.com

15

Stakeholder Group Definitions
•

Keep Informed Group
Low influence & low interest
Simply need to be kept informed
Group not interested in project benefits

•

Keep Informed plus Two
Way Communication
Group
Low influence & high interest
Motivate with regular communications as
group has significant impact on
completing project
Obtain groups’ feedback & tailor
communications to them

• Keep Satisfied Group
High influence & low interest
• No direct influence on project but could be called
upon when their help is needed
• Possibly devote specific time to this group

• Manage Closely Group
High influence & high interest
Manage relationship with this group
• Meet with group & likely as individuals
• Provide both general & tailored project
communications


16

Stakeholder Engagement
Date
Version No.

Nov. 1, 201x
2

Project Name
Best Home Energy
Project Manager Betty Wiseman
Project Sponsor Irina Gronski
Key Stakeholders
Name
Title
Organization

Project No.
Telephone No.
Telephone No.
Influence
Level
(H,M,L)

27-1x
613-333-8877
613-333-9999

Need/Requirement

Irina
Gronski

ADM

Corporate
Services
Branch

H

A well-defined, consumer
oriented, best cost
approach to alternative
energy for their homes

June May

DG

Research
Services

H

That this initial project will
provide sufficient product
selection information to
create a focused public
awareness campaign


Expectations

That this initial
project will lead DE
to position itself in
order that it can
develop rapidly, an
alternative home
energy policy
To gain alternative
energy product
information to
support the public
awareness
campaign

Updated
Expectation
During Project
Execution
PM meet once a
week rather
original plan of
once a month

Submit draft
information
campaign one
week earlier

17

Stakeholder Engagement
•

•

Manage Stakeholder Engagement
Confirm stakeholders’ continued commitment to project
Clarify and resolve issues
Helps to ensure project goals are achieved

Control Stakeholder Engagement

Process of monitoring stakeholder relationships
Adjust plans and strategies for engaging stakeholders


18

Conclusions
• Stakeholders need to be managed

• There is a process to identifying, analyzing
and managing stakeholders
• Good stakeholder management is a key to
project success

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Project Management Essentials: Stakeholder Management

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