STAKEHOLDER

MANAGEMENT

Dr Prosper Nkurunzizaa
1 (+250)788658582 07/22/2021
 You don’t hear things that are
bad about your company unless
you ask. It is easy to hear good
tidings, but you have to scratch
to get bad news.

Dr Prosper Nkurunzizaa
2 (+250)788658582 07/22/2021
 Meaning of stakeholder
Anygrouporindividualwhocanaffectorisaffectedbythea
chievementoftheorganizationobjectives.
Anindividual,group,ororganizationwhomayaffect,beaff
ectedby,orperceiveitselftobeaffectedbyadecision,activit
y,oroutcomeofaproject.
Any person, institution or group that is affected by
either the original problem or those who may be
affected by the project intervention itself or those
involved in the financing and implementation of the
project.

Dr Prosper Nkurunzizaa
3 (+250)788658582 07/22/2021
 Stakeholder management processes
IDENTIFY Identify the stakeholders, analyze and document
STAKEHOLDER information regarding their
S interests,involvement,interdependencies,influence,an
d potential impact on project success.

PLAN Develop management strategies to effectively engage

STAKEHOLDER stakeholders throughout the PLC,based on the
MANAGEMENT analysis.

MANAGE Communicate and work with stakeholders to meet their

STAKEHOLDER needs and expectations, address issues as they occur,
ENGAGEMENT and foster appropriate engagement in project
activities.
CONTROL
STAKEHOLDER
Monitor overall project stakeholder relationships and
ENGAGEMENT
adjust strategies and plans for engaging stakeholders
Dr Prosper Nkurunzizaa
4 (+250)788658582 07/22/2021
 Stakeholder analysis
Why do a stakeholder analysis
To identify stakeholders
To assess the interest, capacity, motivation of the stakeholders to influence analysis and
project intervention
To identify any potential conflicts of interest
To identify mutually reinforcing synergies.
Usefulness of stakeholder analysis
To enable project implementers to get a better understanding of how various stakeholders
are affected by the original problem but also the suggested project intervention.
Implementers will know the level of social commitment and political support for the
project
Facilitates an intervention design that takes into account impact on key stakeholders and
therefore likely to be sensitive and socially equitable.
process of identifying institutions, organizations, individuals that may impact your
organization. Who is likely to facilitate the implementation of the project? Who is likely to
impede the implementation?

Dr Prosper Nkurunzizaa
5 (+250)788658582 07/22/2021
 SRM-CONCEPTUAL OVERVIEW
Continuous
improvement

Stakeholder Stakeholder
Stakeholder
relationship Engagemen
analysis
management t

Continuous
improvement
Dr Prosper Nkurunzizaa
6 (+250)788658582 07/22/2021
 SRM-FRAMEWORK
Communication Engagement
Continuous
Stakeholder Strategy and strategies
assessment
analysis and planning and
and follow
mapping techniques
through
Review methods to
Identify key inform different
Clarification of
stakeholders groups including
roles and
concerns and timing/frequency
responsibilities
issues Use communication Techniques to
for SRM
plan and create involve the
Assess their continuous dialogue stakeholders
Validate and
level of with all stakeholders in the design
evaluate
commitment and and
communication
resistance Obtain feedback and implementati
process
involvement on

Dr Prosper Nkurunzizaa
7 (+250)788658582 07/22/2021
 Communication challenges
 Unclear vision
 Weak leadership
 Fear of change
 Failure to communicate with different partners
 Failure to train staff in new skills
 Lack of resources to communicate effectively
 Failure to clearly communicate to key audiences about
benefits of change
 Special interests lobbying against change

Dr Prosper Nkurunzizaa
8 (+250)788658582 07/22/2021
 Communication needs assessment
1. What are the communication goals?
2. What communication vehicles
3. When do stakeholders need to receive
communication
4. Are there any project spokespeople or project
champions?
5. Who are the key stakeholders (internal and external)?
6. What are the key messages that need to be
communicated?
7. What is the process to handle customer
questions/complaints?
Dr Prosper Nkurunzizaa
9 (+250)788658582 07/22/2021
 Communication strategy
How will communication feedback be gathered?
What are the benefits that you need to achieve?
When and how often will informed be delivered?
What role will leader in communication plan?
What protocol will be used with internal and external
media?
What are the key messages that everyone needs to know?
How will the effectiveness of your communication be
measured?
What means will you be using to communicate status to
stakeholders?
Dr Prosper Nkurunzizaa
10 (+250)788658582 07/22/2021
 Stakeholder commitment
Level of Definition
commitment
Contact Informal conversations about
upcoming change
Awereness Encounters the project and
realizes that change is
imminent
Understandin Has high level awareness of
g the content and context of the
upcoming change
Buy in Works towards project
objectives by testing the new
concepts and implications
Able to articulate
commitment to the goals of
the project
Commitment Articulates the change as an
accepted norm
Demonstrates personal
Dr Prosper Nkurunzizaa
11 ownership of the project
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Key questions
How well is each group informed about the
project and its issues?
Do they realize that they will be affected by the
issue?
How well do the stakeholders actually
understand what the project involves and how
its affects them?
To what extent is everyone committed to and
enthusiastic about the project?
Is there evidence of positive
support/endorsement for the project?
How much real involvement and participation
does audience demonstrate
To what extent is the project and its issues
institutionalized? 07/22/2021
Is change regarded as a matter of course?
 Communication process
4.
2. 3.
Evalua
1. Develo Imple
te
Stakeh p ment
commu comm
older comm
nication unicati
analysi unicati
plan on
s on
activiti
plan
es
Dr Prosper Nkurunzizaa
12 (+250)788658582 07/22/2021
 Communication planning
How will information/knowledge be stored?
What information goes to whom? When and how?
Who can access what information?
Who will update the information and knowledge?
What media of communication is the best?

Dr Prosper Nkurunzizaa
13 (+250)788658582 07/22/2021
 Example of communication plan
Deliverable/Descr Type Target Delivery Delivery Respo
iption audience method frequency nsible
“(s)
Status reports Man Sponsor Peper- Monthly Project
dator Manager status, manag
y Steering Report e- er
committee mailed to
audience
Local awareness Infor Local user Stand-up Schedule Lead
building sessions mati community presentatio twice weekly analyst
Inform people of onal ns until all users
the project and the covered
deliverables that
will impact them
Remote Infor Remote user Web cast Holder Lead
awareness mati presentations presentatio sessions three analyst
building sessions onal ns times per
Inform people of
Dr Prosper Nkurunzizaa
week until all
14 the project and the
(+250)788658582 users are 07/22/2021
deliverables that covered
 Example stakeholder communication
Audience Massage Medium Schedule Responsible
(who) (what) (how) (when)
Steering
committee
Management
committee,
advisory
committee
Project
implementatio
n team
Departmental
administrators
End users

Dr Prosper Nkurunzizaa
15 (+250)788658582 07/22/2021
 Example stakeholder communication
Audience Message (what) Medium Schedule Responsible
(who) (how) (when)
Steering Status reports, strategies, issues, Meetings, Monthly Project
committee budget, technology requirements, formal paper- sponsors,
change to corporate business based reports, project lead,
processes. demos implementati
on team
Manageme System overview, goals, Meetings, As Project lead,
nt implementation scope, risk, formal paper- required implementati
committee objectives, timetables for stage 1 Vs based reports, on team
Advisory future stages, status reports, corporate demos
committee issues, budget, technology
requirements, strategies (e.g rollout
user training, reporting, print ),
change mgt
Implement Roles, responsibilities, progress Meetings, Weekly for Implementati
ation team reports, issues resolutions, strategies bulletin board, status on team leads
email, meetings (internal and
workshops as required external)
for others
Dr Prosper
Departmen System Nkurunzizaa
overview, phase 1 scope Vs E-mail, Early stage 07/22/2021
Implementati
16 (+250)788658582
tal future phases, goals, objectives, new mailings I, mid on
 Document distribution matrix
Lege Docu Proj Statu Cont Desi Test Issue Cha Post Bug
nd ment ect s ract gn strat s log nge proje log
chart GAN and doc egy/p contr ct
er TT proc lan ol revie
urem w
ent
requi
reme
nts
O Type
origi
nator
S
Signe
d
origi
nal
P
Dr Prosper Nkurunzizaa
17 print
(+250)788658582 07/22/2021
ed