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3.3 Stakeholder management - Coggle Diagram
3.3
Stakeholder management
Stakeholder management theory
After identifying and classifying stakeholders, you need to carry out further analysis, planning and prioritisation to form a comprehensive stakeholder management strategy or strategies
Effective stakeholder management involves gathering information on how each stakeholder (or category of stakeholders) might be impacted by the project as follows:
any benefits and disbenefits the project brings to them
their expectations of the project outputs/outcomes
their current and desired perception of the project and what drives this
the most appropriate or effective method for communication.
Types of stakeholders and the associated engagement strategy
Directly Impacted
Provide assurance (proactive engagement)
Core stakeholders
Use input to shape project (interactive engagement)
Indirectly Impacted
Monitor (reactive engagement)
reacting only when the stakeholder responds
keys to good stakeholder management
having a clear and consistent message
recognising that engagement is an ongoing and evolving activity
strategy and accountability should reflect the above
The management of stakeholders is critical to major project success
What is a RACI model?
(Responsible, Accountable, Consulted, Informed)
it is imperative that all project stakeholders understand their roles and responsibilities
It is the project manager’s responsibility to communicate these expectations
The RACI (Responsible, Accountable, Consulted, Informed) matrix serves this purpose and you can use it as an effective tool for stakeholder management (Jacka et al 2009, p.256-259).
to know who is responsible for certain tasks and you need to be able to keep all stakeholders informed
A RACI model is a
responsibility assignment matrix.
A stands for Accountable. This highlights the individual who has ownership for the task, activity, outcome or makes the final decision. It is good practice for this to be one person with sufficient expertise and authority
C stands for Consulted. This refers to individuals (or groups of individuals) who provide information to the project, or whose input is required before a decision can be made
R stands for Responsible. This denotes the individual (or group of individuals) assigned to carry out a task or activity. The responsible party undertakes the task, but is not necessary held accountable in the case of success or failure.
I stands for Informed. This outlines individuals (or groups of individuals) that need to be informed of progress or outcomes. These could be internal or external to the project.
RACI matrix is a useful tool in resolving any misalignment between role conception (ie what an individual thinks is their responsibility) and role expectation (ie what others think is an individual’s responsibility).