Hello and welcome to another Parallel Project Training podcast. This podcast covers the new APM PMQ syllabus launching in September 2024. My name is Ruth Phillips, and I’m here with Carmen Campos, one of Parallel’s senior trainers. Good morning, Carmen. Good morning.
Today’s topic is stakeholder engagement and communication management. This is really important and packed with valuable information. There are several learning outcomes named in the syllabus, so let’s take them one by one. First, let’s make sure we understand what a project stakeholder is.
A project stakeholder is any individual or group with an interest or role in the project. In other words, it could be anyone affected by the project or who could affect the project. The PM will have to work with stakeholders both internally and externally to achieve project objectives.
That’s an important point because many people think of stakeholders as purely external, but there are also internal stakeholders within the project.
Exactly. Stakeholders need engagement, so we must actively manage them to ensure they are supportive rather than opposed. It’s crucial to understand how stakeholders contribute to the project’s success.
Right. So, we’ve understood what a project stakeholder is, both internal and external. How do we identify who our stakeholders are for a particular project?
If you’re in a well-understood organisation and have been there for many years, you may already know who they are. But if you’re starting a new project from scratch, you would talk to your sponsor, team members, look at the organisational chart, do some research, maybe look at previous projects, and even check social media communities. The important thing is to identify key stakeholders, and this is where stakeholder analysis helps.
When identifying stakeholders, there’s the usual suspects and another group of stakeholders specific to the project. It’s essential that the project manager involves the sponsor and team in this process.
Yes, the more people you talk to, the better.
Our first learning outcome is to understand the relationship between stakeholder analysis, influence, and engagement. So, what’s stakeholder analysis?
Stakeholder analysis helps determine how we influence and engage stakeholders. We assess stakeholders in terms of their power and interest, and sometimes whether they have a negative or positive attitude towards the project. It’s subjective because power isn’t just about seniority or authority; it can also be about influence and knowledge.
Exactly. Understanding these dynamics is crucial because some stakeholders might not have formal authority but are well-networked and influential. This analysis helps us understand the level of engagement required.
Yes, knowing their power, influence, and interest helps us engage them effectively.
So, what do we do with this analysis? For example, if someone has high power and high interest but a negative attitude towards the project, what action should we take?
For someone with high power and interest but a negative attitude, very active engagement is required. You might need support from the sponsor or senior management to manage them effectively.
And what about stakeholders with low power and low interest?
You engage them very little, maybe just keep them in the loop with general updates.
So, stakeholder analysis helps us identify key stakeholders and the level of engagement required. The second learning outcome is about the relationship between stakeholder analysis and developing an effective communication plan. How do we do this?
Once we’ve done the analysis, we document the information in a communications management plan. This plan outlines who we need to communicate with, what information needs to be conveyed, and how we will do it. It includes the frequency of communication, methods used, costs involved, and how feedback will be collected.
Communication is a two-way process, so we need to monitor whether it’s having the desired effect and make adjustments as necessary.
Absolutely. Effective communication is critical for managing stakeholder expectations and ensuring project success.
What are the benefits of a communication plan?
A communication plan helps ensure that stakeholder needs are met and prevents misunderstandings and conflicts. It provides clarity on roles and responsibilities, making communication more efficient and systematic.
Managing stakeholder expectations is crucial for the success of the project. If we don’t engage stakeholders correctly, we risk missing benefits, encountering conflicts, and facing resistance to change.
Exactly. Communication methods must be tailored to stakeholder requirements, taking into account factors like technology, environment, cultural differences, and perception.
Right. Technology, for example, can positively or negatively affect communication. The environment, different backgrounds, and perception also play significant roles.
In summary, we’ve covered identifying stakeholders, analysing them to understand their influence and engagement needs, creating a communication plan, managing stakeholder expectations, and tailoring communication methods.
Lots of good information there. Thanks so much, Carmen.
Thank you. Bye.
Thanks. Bye.
