College of Business – BUSG 2002-2

PROJECT STAKEHOLDER &

COMMUNICATIONS MANAGEMENT - UNIT 7

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 UNIT 7 LEARNING OBJECTIVES

Understand the importance of stakeholders

Identify the process for stakeholder management

Define project stakeholders

Identify & categorize stakeholders

Identify communication plan to manage stakeholders

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 STAKEHOLDER & COMM. MGMT TIED TOGETHER
STAKEHOLDERS:

Give Information about the project

PM needs to understand their expectations of the project
PM needs to understand their role
PM needs to understand how they can influence and get involved in the project.

COMMUNICATIONS MANAGEMENT:

Core messages need to be distributed to the proper channels

Need information & involvement from different Stakeholders
Resolve Issues
Create project advocates
Manage project challengers

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 GETTING PROJECT SUPPORT FROM YOUR STAKEHOLDERS

• PM needs to understand who the project stakeholders are and their potential
impact.

What
• isPM
theneeds
Goaltoofengage the right stakeholders in project decisions and execution
Stakeholder
Management?
• PM needs to develop a good working relationship with the stakeholders.

• PM needs to manage the highest impact, highest influence stakeholders.

• Issues get resolved in timely manner.

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STAKEHOLDER MANAGEMENT PROCESS IN PMBOK

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 PROJECT STAKEHOLDER MANAGEMENT PROCESSES

Who are the stakeholders and what is the relationship

1. Identify Stakeholders they have with the project

How and when are stakeholders going to be involved

2. Plan Stakeholder based on their needs, expectations, interests and
Engagement potential impact on the project

Process of communicating and working with stakeholders

3. Manage Stakeholders to meet their needs and expectations, address issues,
and create appropriate stakeholder involvement

4. Monitor Stakeholder Monitoring your stakeholder relationships – ensuring that

all is as per the set plan and amend as per the need
Engagement

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 IDENTIFY THE STAKEHOLDERS
A STAKEHOLDER

A person or organization that is actively involved in the project, or whose interests may be
positively or negatively affected by the execution or completion of the project
Creating a Stakeholder Profiles Register is the 1st step in creating the Stakeholder
Register

1. Who is the stakeholder? Can they be

STAKEHOLDER PROFILE
grouped with other stakeholders?
Name: Fatima Ahmad
Group: Almeera Customer
2. What is their responsibility on the project?
Responsibilities: None
Goals: Improve shopping experience by increasing variety of
available goods 3. What do they want to get out from the
Expectations: Being able to access shop when needed project?
Concerns: Not being able to easily park for shopping, not being
able to purchase all the regular items in weekly grocery shop 4. What do they expect will happen?

5. What are their concerns?

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ANALYZING THE STAKEHOLDERS

When analyzing your Stakeholders, you want to

answer the following questions:

• Which stakeholders can significantly impact

the project, either positively or negatively.

• What level of participation does the project

need from each of them

• What are the stakeholder groupings and

what are their main goals, expectations, and
concerns related to the project.

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 STAKEHOLDER ANALYSIS
“You can please some of the people all of the time, you can please all of the people some of
the time, but you can’t please all of the people all of the time”. John Lydgate

Stakeholder Analysis aims at understanding, categorizing the project’s

stakeholders so that efforts in project communication are efficient and have the
greatest impact.

This is what you need to know about your stakeholders:

How much power do they have in impacting project outcomes?

How interested are they in project outcomes?

How involved are they in the project, what is there influence level?

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 ANALYSIS TECHNIQUES – POWER/INTEREST GRID

1. THE PLAYERS
High High Power/High Interest
Significant Stakeholders that deserve sustained
2. 1. management attention.
Keep Manage
Satisfied Closely 2. THE CONTEXT SETTERS
High Power/Low Interest
Can influence future context. Management should
Power

seek to raise awareness and develop a +ve interest

3. 3. THE SUBJECTS
4. Keep Low Power/High Interest
Monitor Informed Management should encourage conditions to
increase their power and convert them to Players or
neutralize their –ve impact
Low
Low Interest High 4. THE CROWD
Low Power/Low Interest
Management should encourage conditions to
increase their power and convert them to Players or
neutralize their –ve impact
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 STAKEHOLDER MANAGEMENT STRATEGY - EXAMPLE
The main outcome of “Identifying Stakeholders” is to know who your stakeholders are and what their
potential impact to the project is and how much effort to expend to manage their expectations.

Project Management
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MANAGE STAKEHOLDER EXPECTATIONS – TOOLS & TECHNIQUES

Effectively following the Communication Plan.

Interpersonal Skills:
• Building Trust
• Resolving Conflict
• Active Listening
• Overcoming resistance to change

Management Skills
• Presentation skills
• Negotiating
• Writing skills
• Public speaking

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MANAGE STAKEHOLDER EXPECTATIONS OUTPUTS

Review, Analyze, and Update:

• What are we learning, is the communication

plan working? If not…update it.

• Do we need to change the scope to meet

Stakeholder Expectations? Update Change
Requests.

• Issues log update.

• Stakeholder Management strategy update.

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Communication Management

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 PROJECT COMMUNICATION MANAGEMENT PROCESS

1. Plan The Communication What communication is required and how will it happen.

The timely and appropriate collection, creation, distribution,

2. Manage The storage, retrieval, management, monitoring and disposition
Communication of project information

3. Monitor & Control the Communicating and working with stakeholders on their
Communication concerns as they happen

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 EFFECTIVE & EFFICIENT COMMUNICATION

Effective Communication = Information provided

• in the right format
• at the right time
• to the right people
• with the right impact (desired result)

Efficient Communication:
• Only when the information is needed

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 THE GOAL OF COMMUNICATIONS MANAGEMENT

KEEPING STAKEHOLDERS ON THE SAME PAGE:

1. Project goals and objectives understood and clear.

2. Expectations are managed.

3. There is clarity on project roles & responsibilities.

4. Issues get resolved in a timely manner

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 PLAN THE COMMUNICATION

Identify Stakeholders: you know

who the stakeholders are, what
their expectations are, and how
they need to be managed

Enterprise Environmental
Organizational Plan the Factors: organization
culture and structure,
Process Assets: Communication
templates, market conditions,
polices, etc infrastructure, technology

Communications Plan that defines the following for each stakeholder: key
messages, frequency, required response, mediums/methods, & who is
responsible for communicating
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 THE ANATOMY OF COMMUNICATION – Managing the comm.

The
Communication
Plan

A basic communication plan includes what message, to whom, by whom, how will it be delivered,
how frequently, and what response or result is desired.

A comprehensive communication plan includes everything the basic plan has and: level of formality,
push, pull, or interactive, and any sensitivities or cultural context that is important.

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 DISTRIBUTE THE INFORMATION

Getting the message out: Barrier Breakers

Is it going to be formal or Nonverbal communication

informal? Paralingual communication
Is it going to be verbal or written? Feedback
What technology will be used?

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MONITORING & CONTROLLING THE COMMUNICATIONS

This process ensures that the information needs of the project and its
stakeholders are met.

The benefit of this process is the optimal information flow as defined in the
communications management plan and the stakeholder engagement plan.

This process is an ongoing process throughout the project.

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 WHAT’S NEXT?

PREPARE THE STAKEHOLDER & COMMUNICATIONS PLAN FOR YOUR

EXISTING PROJECT

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