Professional Documents
Culture Documents
Stakeholders analysis
The Stakeholder Perspective
TRUST FOR EMPLOYEES
Generate Trust
RESPONSIBILITY FOR
Instil Pride
CREDIBILTY FOR
. THE COMMUNITY
Empower
. INVESTORS
Serve the Show Profit
Community Have Growth
Green the Prospects
Environment
Promote Quality
Provide Customer
Service
Adapted from
Fombrun (1998)
A B
Stakeholders of high Stakeholders appearing to
have a hig degree of influence
importance to the project, on the project, who are also
high but with low influence. This of high importance for its
implies hat they. will require success. Th project will need
special initiatives if heir to construct good working
relationships with these
interests are to be protected stakeholders, to ensure an
effective coalitio of support
Importance for the project.
D C
low Stakeholders in this box, Stakeholders with high
with low influence on, or influence, who can therefore
importance to project affect the project outcomes,
objectives may require but whose interests are not the
limited monitoring or target of the project. They may
evaluation, but are of low be a source of significant
priority. They are unlikely to risk, and they will need careful
be the subject of project monitoring and management.
activities or management
Stakeholder analysis
• Step 4. By assessing the influence and importance of
key stakeholders (Step 3), some risks emerge from
the matrix diagram. In general, risks will be evident
from those stakeholders in box C which have high
influence, but interests which are not in line with
project objectives. These key stakeholders may be
able to "block" the project, and if this is probable,
the risk may constitute a "killer assumption".
Involvement
• Increase the involvement of stakeholders who have
significant influence - use them as allies; use a
confidante approach; involve them more and ensure
they are well-informed about the change
• Increase the support of ‘neutral’ people - may need
to consider ‘what’s in it for them’?
• Aim to eliminate resistance - try to make influential
resistors at least neutral
Communicating with Stakeholders