Stakeholder engagement is the process of identifying, analyzing, planning, and implementing actions to communicate with, influence, and involve stakeholders throughout the project lifecycle. Stakeholder engagement aims to ensure that stakeholders are satisfied with the project outcomes, and that their expectations and needs are met. According to the Professional in Business Analysis Reference Materials1, stakeholder engagement involves the following steps:
Identify stakeholders: Determine who are the individuals or groups that have an interest or influence in the project, and what are their roles, responsibilities, expectations, and power.
Analyze stakeholders: Assess the level of interest and influence of each stakeholder, and their potential impact on the project objectives, scope, schedule, cost, quality, and risks. Use tools such as stakeholder analysis matrix, power/interest grid, or salience model to categorize stakeholders based on their attributes.
Plan stakeholder engagement: Develop strategies and actions to effectively communicate with, involve, and manage stakeholders throughout the project. Use tools such as stakeholder engagement plan, communication plan, or RACI matrix to define the frequency, mode, content, and responsibility of stakeholder interactions.
Implement stakeholder engagement: Execute the planned activities to engage stakeholders, and monitor and measure their feedback, satisfaction, and performance. Use tools such as stakeholder register, issue log, change log, or performance reports to track and document stakeholder engagement.
Evaluate stakeholder engagement: Review and analyze the effectiveness and outcomes of stakeholder engagement, and identify areas for improvement or adjustment. Use tools such as lessons learned, surveys, or interviews to collect and analyze stakeholder feedback and recommendations.
In this scenario, the project manager realizes that a standard stakeholder engagement approach will not suffice, because one of the client representatives, who is not a key decision maker, is extremely opinionated and could become a roadblock to progress due to their perceived level of authority during meetings. This stakeholder could be classified as a high-interest, low-influence stakeholder, who needs to be kept informed and consulted, but not allowed to dominate or derail the project decisions. Therefore, the best option for the project manager is to allocate time to gain buy-in from the stakeholder prior to key decision meetings. This way, the project manager can:
Understand the stakeholder’s perspective, concerns, and expectations, and address them proactively and respectfully.
Build trust and rapport with the stakeholder, and demonstrate the value and benefits of the project for them and their organization.
Involve the stakeholder in the project planning and design process, and solicit their input and feedback on the project scope, objectives, deliverables, and requirements.
Negotiate and compromise with the stakeholder on any conflicting or unrealistic demands, and seek their support and agreement on the project decisions.
Acknowledge and appreciate the stakeholder’s contribution and participation, and recognize their role and authority within their organization.
By allocating time to gain buy-in from the stakeholder prior to key decision meetings, the project manager can enhance the stakeholder engagement, satisfaction, and collaboration, and reduce the risk of resistance, conflict, or delay in the project.
The other options are not the best choices, because:
Asking that only key decision makers attend the project meetings could alienate and offend the stakeholder, and damage the relationship and trust with them and their organization. It could also create a communication gap and a lack of transparency and accountability in the project.
Updating the project schedule to cater to this particular stakeholder could disrupt the project workflow and priorities, and create inefficiencies and delays in the project. It could also cause resentment and frustration among other stakeholders, who may feel that their needs and expectations are not being met or respected.
Updating the risk register to consider the possible project impacts could be a useful step, but it is not sufficient to address the root cause of the problem, which is the stakeholder’s opinionated and authoritative behavior. It could also imply that the project manager is avoiding or ignoring the stakeholder, rather than engaging and influencing them.
