Conducting Stakeholder Analysis

1. Identify Your Stakeholders

2. Prioritise Your Stakeholders

  • High power, highly interested people (Manage Closely): you must fully engage these people and make the greatest efforts to satisfy them.
  • High power, less interested people (Keep Satisfied): put enough work in with these people to keep them satisfied, but not so much that they become bored with your message.
  • Low power, highly interested people (Keep Informed): adequately inform these people and talk to them to ensure that no major issues are arising. People in this category can often be immensely helpful with the detail of your project.
  • Low power, less interested people (Monitor): again, monitor these people, but do not bore them with excessive communication.

3. Understand Your Key Stakeholders

  • What financial or emotional interest do they have in the outcome of your work? Is it positive or negative?
  • What motivates them most of all?
  • What information do they want from you, and what is the best way of communicating with them?
  • What is their current opinion of your organization? Is it based on good information?
  • Who influences their opinions generally, and who influences their opinion of you? Do some of these influencers therefore become important stakeholders in their own right?
  • If they are not likely to be positive, what will win them around to support your project or organisation?
  • If you do not think that you’ll be able to win them around, how will you manage their opposition?
  • Who else might be influenced by their opinions? Do these people become stakeholders in their own right?

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Sabine Raabe

Sabine Raabe

I help leaders craft their stories to #communicate and connect better. Think thought leadership, professional branding and reputation management.