Key takeaways
- Stakeholder analysis continues beyond Phase A.
- Providing information does not automatically secure agreement.
- Communication supports decisions and understanding their consequences.
Identify and reassess
A Stakeholder Map identifies stakeholders, their concerns, influence, and interest in the work. This analysis starts in Phase A and should be reviewed throughout the cycle. A partner or operations team may become essential when solution options become clearer. A map frozen at initiation would then leave concerns unaddressed.
Engagement means understanding needs, obtaining relevant information, and establishing necessary agreements. It is more than sending the same information to everyone. Tensions should be made explicit, and people holding relevant decision rights should participate in trade-offs.
Prepare a Communications Plan
The plan identifies audience groups, their information needs, messages, communication mechanisms, and timing. It considers misunderstanding risks and provides feedback opportunities. Executives need issues and decisions; implementation teams also need constraints and interfaces. Communication should make value, uncertainty, and the consequences of the work visible.
- Choose suitable material for each audience.
- Arrange exchanges when decisions need to be made.
- Check understanding and update the plan when the context changes.
TERMS TO KNOW
The terms, in context.
- Stakeholder Map
- Representation of stakeholders and their interests or influence.
- Communications Plan
- Arrangement of messages, audiences, mechanisms, and communication timing.