Most stakeholder engagement strategies focus on the high-level.
The stakeholder engagement strategy matrix is intended to be more actionable, offering a guide to stakeholder analysis and engagement processes for employees and a roadmap to inform stakeholders of their role in the bigger picture.
1. Identify and evaluate key stakeholders
Start by collating a list of all your internal and external project stakeholders.
This should include employees, customers, volunteers, stockholders, agencies, communities and any other individuals or groups that have an interest in the project or its result.
You can use these 5 questions to help identify key stakeholders.
What is stakeholder identification?
A requirement that stakeholders expect is that you have already completed and identified the key stakeholders for your project. Identifying these stakeholders means you are able to address their individual needs of the project and communicate with them in a way that suits them.
Identifying your stakeholder at an early stage can help to keep your project on track. One of the most common reasons a project goes off course is because a stakeholder has not been identified and comes in mid-project with extra requirements and requests.
Conducting a stakeholder identification and analyses is the first step to stakeholder management and should be completed before engaging your stakeholders.
2. Determine available communication tools
Before approaching stakeholders, you need to identify the communication tools that you are able and willing to use for stakeholder communication. Communication tools need to be selected based on your stakeholder identification and analysis. Communication tools that are most commonly used include;
- Newsletters
- Emails
- Meetings
- Virtual Meetings
- Videos
- Summary Reports
Informal communication tools are also popular amongst stakeholders and project stakeholders. Informal communications tools such as lunch dates, leisure activities and group meetups can be effective in stakeholder management and help to build and maintain good relationships with your stakeholders.
3. Interview stakeholders
You want as much information as possible about your stakeholders, particularly key stakeholders.
Where possible, get this information from personal meetings, but some information can be garnered through indirect means if necessary.
Ask questions that will help foster a good relationship so you can understand their needs, interest and what role they play in the project and/or organisation. Some questions you could ask are;
- What do you want to get out of the project?
- How invested are you in the project on a scale of one to ten?
- What’s your preferred method of communication?
- How frequent should we communicate with you?
- What areas of the project are you most interested in?
4. Assign communication channels
Each stakeholder should be assigned one or more communication channels based on the communication frequency, their availability, and preferences as well as your preferences, limitations, and costs as outlined in step 2.
Communication channels can include emails, phone calls, messages, texts, meetings, videos, informal meetups, minutes, virtual meetings etc.
5. Build the matrix
You now have all the information you need to complete the stakeholder engagement strategy matrix.
Your stakeholder matrix should include stakeholder name, title/role, communication type and frequency, stakeholder goal, interest rating, contact details and a section for additional comments.
In a nutshell, your stakeholder matrix needs to answer the following questions:
- WHO? Which stakeholders are going to be communicated to
- WHAT? What are you going to communicate to them?
- WHEN? When and how often will you communicate with stakeholders?
- HOW? How will the communication take place? E.g. on-site meeting, phone call, email