Stakeholder Analysis

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					Stakeholder Analysis


Stakeholder analysis is about identifying important people who need to be on your side to help
your project to be successful. Planning and management are then subsequently used to build and
win their support.
Identifying the appropriate stakeholders will enable you to take into account their opinions as well
as benefit from their support in terms of resources.
Using the stakeholder analysis tool
There is a three step process to follow. Firstly, identify the stakeholders. Secondly, assess their
power, influence and interest and thirdly attempt to anticipate how they will respond. This should
then enable you to plan how to communicate with the stakeholders to win their support.

Step 1         Identify Your Stakeholders

Remember that although stakeholders may be both organizations and people, ultimately you must
communicate with people. Make sure that you identify the correct individual stakeholders within a
stakeholder organization.

Step 2         Prioritize Your Stakeholders

Place each of your stakeholders in the grid provided according to their relative power and interest
in your project.

The actions which then follow are dependent upon which quadrant the stakeholder is placed
Stakeholders with high power and who are very interested should be prioritised in terms of
becoming engaged.
Stakeholders with high power but who are less interested will need less attention than the group
above. However, there will need to be some effort to keep them satisfied whilst not
overburdening them with information.
Stakeholders with low power but high interest will also need to be kept informed. They may also
prove a useful resource.
The category of stakeholder who has low power and less interest needs to be monitored but not
included for communications with detailed information. They can act as an energy sink, Flower
Step 3        Understand Your Key Stakeholders

To determine how next to plan your strategy you will need to consider more about your
stakeholders. Considerations could include:
     Financial and emotional interest
     Motivation
     Their current appraisal of your abilities
     How and what to communicate to/with them
     How to win their support
     How to manage their opposition
     Trying to talk directly to them and listening carefully to what they say

Flower, J. (1996) [online] The Four Quadrants of Change Available from: [last accessed 14/06/2012]
        Stakeholder Analysis Matrix


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