Stakeholder Engagement Strategies

©UNIVERSITY OF UTAH HEALTH, 2017
Never say no: Strategies for handling
stakeholders
Jen Brass Jenkins MPC, PMP @chrliechaz

©UNIVERSITY OF UTAH HEALTH, 2017Jen Brass Jenkins, MPC, PMP @chrliechaz

DEARLY BELOVED, WE HAVE GATHERED
HERE TODAY…
1. How to direct the conversation and maintain
control when presenting to stakeholders
2. Methods to de-escalate a difficult situation with
a subject matter expert
3. Other tips for making it work—you’ve got the
tools, let’s cement your expertise.
Dearly beloved Prince, we miss you…
Jen Brass Jenkins, MPC, PMP @chrliechaz

HERE TODAY…
1. How to direct the conversation and
maintain control when presenting to
stakeholders

WHO’S YO’ DADDY? DO YOUR HOMEWORK,
RECCE THE TURF.
Recce: Military term meaning to perform reconnaissance or
reconnoiter; now more commonly used by the film and television
industries

STAKEHOLDER REGISTER
http://ow.ly/e8mp30gmV4b

POWER & INFLUENCE GRID
Keep Satisfied Manage Closely
Monitor Keep Informed
Level of Influence
(Involvement)
Level of
Power
(Authority)

STAKEHOLDER REGISTER*
*The names have been changed to protect the
innocent
http://ow.ly/e8mp30gmV4b

POWER & INFLUENCE GRID
Keep Satisfied Manage Closely
Monitor Keep Informed
Department
Chair Bob
Judy Fry,
Webmaster
Joe Faculty, Associate
Jane Faculty,
Tenured
Sally Joe, Student
Level of Influence
(Involvement)
Level of
Power
(Authority)

Moral of the story:
Don’t knit and
fly…

SET EXPECTATIONS
Have an agenda –
send prior to meeting

Dear Joe,
I wanted to send you a quick note about our editorial process. When we work with our subject
matter experts, we find that it's helpful to outline the editorial process this content must go through
before it can be published. We do this because we want to:
1. Focus on the way to best communicate your
expertise for the audience.
2. Make sure the audience can understand what you
need them to know.
3. Structure the piece in a way that meets or exceeds
the best industry competition.
As you know, best industry practices focus on targeting the content for our audience. If we meet
the audience's needs, they will be more likely to recognize the value of a relationship with us, or
rather a greater connection to you as an expert...

Focus on:
• Outcomes for the meeting—what is the
minimum outcome
• Lay ground rules if necessary
KEEP ON TRACK

Remind them:
• Outcomes for the project/piece
• Audience
• Long-term effects

End by:
• Reiterating the action items
• Establishing a timeline
• Sending a follow-up message
ESTABLISH NEXT STEPS

TO DIRECT THE CONVERSATION AND
MAINTAIN CONTROL

HERE TODAY…
2. Methods to de-escalate a difficult situation
with a subject matter expert

“3-2-1
1-2-3
What the hell heck is bothering me?”

BE SELF-AWARE
• Identify your triggers

ASSESS YOUR RESPONSE OPTIONS
1. Remove the blog post.
2. Email back immediately to explain the choices behind the piece.
3. Wait a few hours and email.
4. Arrange a meeting.
5. Phone and leave a message.
6. Ask a co-worker to follow up.
7. Call back in a couple days.

1. Wait a few hours and email.
2. Arrange a meeting.
3. Phone.
4. Validate the concern.
5. Deliver a partial solution.
6. Ask a co-worker to follow up.

Font via http://makeitstranger.com/

PASS IT UP THE FOOD CHAIN
BUT ONLY, IMHO, AS A RESPONSE
OF LAST RESORT

• Feel the frustration.
• Take a deep breath: Be self aware.
• Assess your response options.
• Validate your stakeholders’ concerns.
• Offer solutions.
• If necessary, pass to a higher authority.
TO DESCALATE A SITCH:

HERE TODAY…
3. Other tips for making it work—you’ve got
the tools, let’s cement your expertise.

Consider:
• Documenting strategies, guidelines, and tutorial materials

Consider:
• Mentioning projects with other departments/ stakeholders that
were successful.

Consider:
•Documenting and codifying an editorial process—and use it.
“It was ego ownership…With people
who aren’t writers, they own every
word…It’s an emotional thing.”
Ardath Albee, Marketing Interactions, author Digital Relevance

1. Fill out a preliminary content brief.
1. service/condition/treatment
2. audience
3. goals
2. Request keyword research.
3. Submit text for preliminary editing.
4. Final round of edits.
5. Publish.
Editorial Process

Consider:
•Keeping a list of feedback during the point of contact.
•When you don’t know something say: “That’s a good question”
instead of ”I don’t know”.
•If you can’t figure out what they want, try starting a sentence
with: “In a perfect world…”

Utah State Bar Convention, Sun Valley summer 2017
Consider:
•Dressing for the part—I’m serious.

Consider:
•Bringing back up.
Health
Literacy
Specialist
UI/UX
Designer
Marketing
Manager

Know where you want to end up.

No battle plan survives contact with the enemy.
–Helmuth von Moltke the Elder

Questions?
@chrliechaz
Ampersand & Apostrophe

Stakeholder Engagement Strategies

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