Stakeholder  Engagement  

John  Cunningham  

Johnpc  ltd  Helping  businesses  do  what  they  do,  be4er  than  

they  do  it  now  

1  www.johnpc.co.uk  

The  Benefits  of  Stakeholder  Engagement  

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Benefits  of  Stakeholder  Engagement    

1:  People  important  to  your  success  are  engaged  in  what  you’re  doing  

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Benefits  of  Stakeholder  Engagement    

2:  You  can  establish  the  landscape  of  peoples’  views  

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Benefits  of  Stakeholder  Engagement    

3:  You  can  communicate  effecEvely  and  in  a  manner  appropriate  to  the  Stakeholder  

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Benefits  of  Stakeholder  Engagement    

4:  It  provides  the  opportunity  for  recogniEon  when  stuff  goes  well  

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 Benefits  of  Stakeholder  Engagement    

5:  You  get  support  when  things  go  wrong  

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Bringing  Stakeholder  Engagement  to  Life  

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Place  all  ac9vity  into  a  Priority  Matrix  Iden9fy  Stakeholder  Engagement  Territory    

Do    first  or  delegate  to  some  else    

(Get  it  out  of  the  way,  but  meet  the  deadline)  

Do    now  

(The  priority  of  your  energy  and  <me)  

 Ignore  and/or  cancel  

(If  it’s  not  urgent  or  important,  don’t  

waste  your  <me  on  it)  

Think,  review    and  plan    

(Schedule  diary  Eme  to  do  this)  Not    

Important  

Important  Urgent  

Not  Urgent  Acknowledgement  to  Kevin  Duncan:  The  Diagrams  Book  

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Stakeholder  Engagement  Territory  

Important  

Not    Important  

Iden9fy  the  Stakeholders  (individual  and  groups)  for  each  ini9a9ve  in  the  Priority  Matrix  

Senior  ExecuEves  

Shareholders  

Peer  Groups  

Team  Members  (own  &  others)  

Unions  

Customers  

Public  

Industry  Groups  

Stakeholders  may  not  always  be  obvious:    Take  Eme  to  think  about  who  is  important  to  you  and  why?  

Stakeholders  will  have  the  different  communicaEon  styles:  Communicate  in  theirs,  not  yours  

Some  poten9al  

Stakeholder  groups  

The  resonaEng  focus  of  each  stakeholder  will  probably  be  different  

Expect  a  mixture  of  support,  neutrality  and  negaEvity  for  what  you  are  trying  to  achieve  

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Map  your  stakeholders  by  Interest  and  Importance  

Important,  but  low  interest  

Communicate  the  headlines  and  invite  them  to  input  and/or  ask  

quesEons  

Important  and  Interested  

Engage  fully,  understand  what  their  resonaEng  focus  is  and  their  

preferred  communicaEon  style  

Not  important  and  low  interest  

Touch  base  and  communicate  at  headline  level  only  

Not  important,  but  interested  

Keep  informed,  provide  communicaEon  channels.      

Oaen  useful  with  operaEonal  input  Oaen  have  relaEonships  with  the  

important/interested  group  

Importance  

High  

Low  

Interest   High  Low  Acknowledgement  to    Mindtools  for  the  framework   11  www.johnpc.co.uk  

Create  an  engagement  plan  for  all  Stakeholders    Where  Are  They    Now  >    Where  Do  You  Want  Them?  

Name Power / Interest

Position Focus Support needed

Action

Fred  Smith   LH   SupporEve   Candidate  drop  out  rates  

None   Gain  support  from    Fred  to  influence    Jill  

Jill  Bentley   HL   NegaEve:  thinks  project  is  a  bad  idea  

Budget   Time  to  explain  how  ROI  will  be  achieved  

Arrange  meeEng  with  

Jill  to  understand  doubts  

• Ensure  there  is  an  acEon  plan  for  each  stakeholder    • Spend  your  Eme  on  the  important  and  urgent    

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Stakeholder  Engagement  

•  Successful  stakeholder  engagement  improves  your  chances  of  success  

•   In  this  job  

•  And  the  next  one  

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