Every organisation and marketing campaign has a number of stakeholders armed with the ability to positively or negatively affect the outcomes of your projects. That’s why from experience I found that it is better to proactively build relationship management in to the planning process to identify, communicate and monitor who needs to know what, when, why and how. To arrive at that point the cornerstone of successful stakeholder relationship management is a good stakeholder analysis.
How to do a Stakeholder Analysis
There are many different internal, external and connected stakeholders or stakeholder groups connected with your project all with different resources, influence and expectations. A great way to identify them is to combine your business’ existing knowledge, fill the gaps with market scanning and brainstorm based on the six markets model or relationship marketing, as below:
- Map your stakeholders using Mendelow’s Power / Interest grid to help you to identify your priority stakeholder(s)
- Highlight their key interests and issues surrounding your project / business and their current status towards it. By attitude we mean whether they are advocates, supporters, neutrals, critics, or blockers.
- Use a red, amber green system and arrows to highlight the current status and shifts needed as a result of your project
As a result you should you should end up with a snapshot map that looks like the following:
Note that each should contain brief information on their interests and issues.
When you arrive at this point you are ready for better project results with my post on better stakeholder management
About the Author: Marvin Miller is a Marketing Management & Campaigns Specialist who works across multi channel marketing strategy, campaigns and marketing implementation. You can follow his daily updates via Twitter and join his professional network via LinkedIn