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Stakeholder Management Strategy
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Once you identify the stakeholders, you need to have a strategy to help guide the team and yourself in managing those stakeholders Stakeholder management strategy is an output
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10: Project Communications Management
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of the Identify Stakeholders process, and it should provide direction on how you plan to effectively manage all the stakeholders affected by the project Because projects are unique and stakeholders change, one thing is certain: You can t treat all stakeholders alike For example, you would treat the sponsor of the project differently than a meddling manager (who, for some reason, wants extra deliverables added to the project even though they are not a decision maker and have no authority to make these kinds of demands or changes) To get an idea of the different stakeholder interests and the flow of communication to the various stakeholders, see Figure 10-3
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Upward Communications To senior executives Major milestones High-level issues, risks, and exceptions Tools used: Milestone reports Weekly status reports Charts and graphs Face-to-face reviews Goal is to get buy-in, funding, and sponsorship To project team Scope, schedule, key dates, changes, issues, risks, and project plans Tools used: WBS, risk planning Weekly status input E-mail, phone, and face-to-face discussions Goal is to collect status, get buy-in from team, and achieve results Downward Communications
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To client, vendors and support managers Involves negotiations for resources, time and cost management Tools used: Communications plan, Statement of Work, work orders, contracts Goal is to get support requires good relationship and diplomacy Lateral Communications
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Figure 10-3 Communications flow
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Identify Stakeholders Tools and Techniques
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One of the more important tools and techniques for identifying stakeholders is stakeholder analysis Three primary steps are involved:
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Identify all potential project stakeholders, including their roles, departments, level of knowledge, and influence on the project or information (or funding) needed on the project Are they decision makers or subject matter experts that can help technically A good way to do this is to interview the stakeholders and expand your list based on the new information gained
Identify the potential impact or support of each stakeholder and prioritize the key stakeholders to ensure communications flow appropriately An effective tool in this case is a power/interest grid (see Figure 10-4) This allows you to group the stakeholders based on their active involvement or level of influence (power) This is a simple grid with quadrants; on the Y axis is Power (from low to high) and on the X axis is Interest (from low to high) Then as a team, you determine where your stakeholders should be placed on the grid For example, from left to right in the bottom quadrants, insert Monitor (Minimum Effort) and Keep Informed In the top two corners, put from left to right Keep Satisfied and Monitor Closely Then, it
Keep Satisfied
Manage Closely
Power
Monitor Minimal Effort
Keep Informed
Interest
High
Figure 10-4 Sample power/interest grid
10: Project Communications Management
is a matter of coming to some agreement as a team on an agreed placement of each stakeholder
Assess how key stakeholders are likely to respond in different situations in order to better plan how to influence them in their support and to mitigate potential negative impact to the project
Identify Stakeholders Outputs
Here are the two outputs in the PMBOK from the Identify Stakeholders process:
Stakeholder register A log that should include each stakeholder s name, organization, position (title), role on the project, contact information, and assessment information (such as expectations or level of influence) Stakeholder management strategy How you plan to manage the stakeholders
2 Plan Communications Process
The PM and team need to work together when planning communications for the project You need to start with the stakeholders identified in the previous process This list will help you determine the level of communications needed, the frequency, the format, the reports needed, and so on
Sample Project Communications Plans
A well-planned project has a well-planned communication strategy The following tables provide examples of two project management communication plans The detailed sample communications plan shown in Table 10-2 is a modification of Princeton Project Communication Plan[4] What
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