CONTEMPORARY PROJECT MANAGEMENT, 4E
Timothy J. Kloppenborg
Vittal Anantatmula
Kathryn N. Wells
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1
Chapter 6
Stakeholder Analysis and Communication Planning
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Chapter 6 Core Objectives:
• List, describe, & prioritize project stakeholders
• Describe each section of a project communication plan
• Build a communication matrix
• Develop strategies for stakeholder management
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Chapter 6 Behavioral Objectives:
• Tell how to build project relationships & why they are important for communication
• Develop a project communications management plan
• Plan, conduct, & improve project meetings
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The Organizational Zoo
“The use of creative tools such as
metaphor and reflective
conversations is becoming more
common and makes a significant
contribution to success…”
[Link]/profiler
Copyright Arthur Shelley 2013
Image artist John Szabo
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Identify Stakeholders
After charter is accepted, a good place to start detailed planning is with
understanding who the stakeholders are and how to communicate with them
PM’s Stakeholder Responsibilities include:
• Understanding the stakeholders
• Building relationships with stakeholders
• Developing a communications plan for dealing with stakeholders
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Identify Stakeholders
• Multiple users with different—sometimes conflicting—requirements
• May not know what they want
• May not be the actual user
• Unreasonable requests
• Stakeholders other than the users
Find Stakeholders
Analyze stakeholders
Document stakeholders
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Find Stakeholders
• Who will use or be affected by the result of a project?
• Work on the project
• Provide people or resources
• Have their routines disrupted
• Who will be positively or negatively impacted by the process of
performing the project?
• Are stakeholders internal or external?
Identify stakeholders –the process of determining the individuals and groups who
might impact or be impacted by some aspect of the project.
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Examples of Project Stakeholders
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Breakout Session! Identifying Project Stakeholders
• Use classic rules of brainstorming
• List project processes and results stakeholders may be interested in
• Combine stakeholder list into groups
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Analyze Stakeholders
• Prioritize stakeholders
Stakeholder analysis – a stakeholder identification technique composed of gathering and evaluating
information to determine whose interests should be emphasized throughout the project.
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Analyze Stakeholders
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Success Criteria for Various Stakeholders
6.3
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Breakout Session! Analyze Project Stakeholders
• Prioritize among your stakeholders to ensure the most important project needs are met
• Refer to Exhibits 6.2 & 6.3
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Results of Find and Analyze Stakeholders
• Set clear direction
• Prioritize objectives
• Recognize complex tradeoffs and consequences
• Facilitate necessary decisions
• Develop a shared sense of risk
• Build a strong relationship with customers
• Lead with an empowering style
• Serve as good stewards of resources
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Document Stakeholders
• Create a stakeholder register
• Capitalize on stakeholder support
• Mitigate impact of stakeholder resistance
Stakeholder register – a repository of information regarding all project stakeholders
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Project Stakeholder Register
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Plan Stakeholder Engagement
• Create Stakeholder Engagement Assessment Matrix
➢Define how to engage & manage stakeholders throughout project lifecycle
➢This matrix is primary tool that comprises stakeholder management plan
• Plan to Build Relationships with Stakeholders
➢PM & team should engage stakeholders throughout lifecycle of project and beyond
➢Team-building & involving key stakeholders is especially important during planning
phase
➢Developing relationships to influence others is critical
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Plan Stakeholder Engagement
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Relationship Building with Stakeholders
• “What is in it for me?”
• Treat stakeholders as partners
• Use core team relationship building activities
• Foster respect and trust
Stakeholder engagement plan – a subsidiary component of the project
management plan that defines how to effectively engage stakeholders in
planning and performing the project based on the analysis of stakeholders’
needs, wants, and impacts.
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Manage & Monitor Stakeholder Engagement
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Manage Stakeholder Engagement
• Share planning documents
• Hold informal conversations
• Follow the formal change control process
• Understand stakeholder assumptions
➢Elaborate on analysis created for charter
➢Document expectations regarding project deliverables & have stakeholders verify them
prior to project execution
Manage stakeholder engagement – process of the project team communicating and working with
stakeholders to satisfy their needs (and desires, when possible), handle issues quickly, and encourage
active stakeholder participation throughout.
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Monitor Stakeholder Engagement
• Relationships
• Communications
• Lessons learned
Monitor stakeholder engagement – the process of engaging stakeholders and managing
relations with them effectively.
Educated about their roles
Alerted about changes
Asked for early and continuous feedback
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Plan Communications Management
• Purposes of a project communications management plan
➢PM must use effective communications to set & manage stakeholders’ expectations
➢Ensure that project work is completed properly
• Communications plan considerations
• Communications matrix
• Knowledge management
Communications management plan – a living document and component of the
project management plan that considers stakeholders’ information desires and guides the
project communications.
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Purposes of a Project Communications Plan
“Communication leads to cooperation,
which leads to coordination,
which leads to project harmony,
which leads to project success.”
Adedeji Badiru
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Project Communications Plan Considerations
Purpose—Project communications need to be:
➢ Clear
➢ Concise
➢ Courteous
➢ Consistent
➢ Confidential
➢ Compelling
Structures—use existing organizational forms & supplement where necessary
Methods—can be pushed, pulled, or interactive
Timing—can be routine, tied to project life cycle, or as needed
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Project Communications Plan Considerations
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Communications Matrix
• Who to learn from?
• What to learn?
• Who to share with?
• What to know?
• When to know it?
• What communications method?
• Who is responsible?
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Communications from Stakeholders
• To authorize work
• To determine requirements
• To uncover and resolve issues
• To receive feedback
Velocity, burn down charts, running tested features, earned
business value
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Project Communications Matrix
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Breakout Session! Project Communication Matrix
Begin a Communication Matrix for your project, using the columns found in Exhibit 6.9:
• Stakeholder
• Project Information Needs
• Stakeholder Information Needs
• Methods
• Timing
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Knowledge Management
• Capture and reuse knowledge developed
• Create a lessons learned knowledge base
• Facilitate a lessons learned session for the project
Knowledge—insights derived from information and experience…can be linked & compared
to other information
Manage project knowledge—the process of using & developing knoledge to help improve
both the current project and the capability of the organization
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Manage Communications
• Determine project information needs
➢Need to be handled accurately, promptly, & effectively
➢Different stakeholder info needs at different stages of project
• Establish Information Retrieval & Distribution System
➢Target communication only to people who need it
➢Use newer technologies if helpful, but don’t discard older methods without reason
➢Use communication management plan & matrix
➢Constantly ask yourself, “who needs to know what?”
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Project Meeting Management
• Establish project plans
• Conduct project activities
• Verify progress
• Make decisions
• Accept deliverables
• Close out projects
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Improving Project Meetings
• Meetings are a process that can be studied & improved
• Apply the plan-do-check-act (PDCA) model
• Any process practiced repeatedly will improve over time
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PDCA Model Applied to Project Meetings
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Project Meeting Agenda Template
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Project Meeting Minutes Template
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Breakout Session! Project Meeting Management
Plan & execute a project meeting. Be prepared to share your agenda
(Exhibit 6.11), meeting minutes (Exhibit 6.12), and include a short meeting
evaluation (Exhibit 6.14)
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Issues Management
• 4 primary types of information captured in a project meeting:
• Decisions made
• New issues surfaced & old issues resolved
• Action items agreed to
• An evaluation of the meeting
Issue – a situation that requires a decision to be made, but one that cannot be made now
(usually due to needing more information or more time)
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The Issues Log
• All decisions made should be documented
• Issues do not need to be resolved immediately, but they will need to be resolved in
time
• Important issues are added to the log
• Ensures issues are not forgotten
Issues log – a living document in which new and ongoing issues are recorded and
stored & resolved issues are removed
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Project Issues Log
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Action Items and Evaluation
• For each agreed upon action item, capture who will do it and when
• Evaluate meetings with the plus (positives)—delta (change) template
Agile evaluations are called retrospectives
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Summary
• After charter approval—identify, prioritize, and document stakeholders
• Plan, manage, and monitor stakeholder engagement—through and
beyond project lifecycle
• Plan & manage communications with a communications plan
• Communications matrix
• Managing and improving meetings
• Managing and escalating issues
• Capturing and using lessons learned
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PMBOK Exams
• Tremendous overlap between Communications Management & Stakeholders
Management (including recent changes—so make sure you are using most
recent 6th edition of PMBOK to study!)
• Besides developing Charter, only process in Initiating project phase is Identify
Stakeholders
• Main work of the next phase—the Planning Process Group—is creating the
Project Management Plan.
➢PM plan is aggregate of plans from each of the ten knowledge areas and includes the
Communications management plan & Stakeholders Management Plan
➢ As always, be familiar with the inputs, tools & techniques, and outputs for each
process
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Casa de Paz Development Project
• The stakeholder priority matrix shown is a start and now we need to
understand what each needs to share with us and learn from us.
• This leads us to create a communications matrix.
• We need to develop and use agendas, minutes, issues logs and meeting
evaluations.
• How would you facilitate Agile ceremonies such as stand-up meetings and
retrospectives?
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Project Communication Planning for a Distributed Project PM IN ACTION
• IT rollout of servers, clients, networking equipment & central data center
• Need for revision of original communications plan
• What finally saved the project?
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