Stakeholder Analysis toolkit

S t a k e h o l d e r A n a l y s i s
a n d M a n a g e m e n t
Page
4
4.3 Identify Stakeholder Allegiance
The purpose of this step is to decide the extent to which each stakeholder (or stakeholder group)
supports or opposes the project. The table below identifies the possible allegiances.
Assessment
Definition
How to Manage
Advocates
• Only group driving the change or
project
• Active communications, keep regularly
involved
• ‘Internal’ champions and sponsorship
• Input to key milestones and decisions
• Use for internal promotion of
objectives and benefits
Followers
• Have a low understanding of project
aims and objectives
• Increase their understanding for
future benefit
• Support the project and tend to “go
with the flow”
• Keep informed and positive
• Avoid the temptation to exploit
Indifferent
• Individual or groups yet to take a
definitive position on the project
• Identify gaps in knowledge and seek to
fill them
• Seek their views on key issue and
address concerns
• Have a medium understanding and
medium agreement
• Be careful not to make them
opponents
Blockers
Shows resistance to the project or its
aims. Principally due to having a low
understanding and low agreement. This
can be driven by:
• Proactive communication
• Interview and meet
• Explain and overcome fears
• Use conflict management techniques
• A lack of communication
• Seeks views once understanding starts
to develop
• A (perceived or actual) loss from
project
• Knowledge of error in project
assumptions
Oppo
nents
• Has high understanding but low
agreement to the project
• Initiate discussions and understand
reasons for low acceptance
• Will potentially ‘lose out’ in some way
from the activity
• If the loss is perceived but not real,
then convert using facts and data
• Counter the reasons for low
acceptance
In our example, one would hope the Registrar, our project Sponsor, is an Advocate. The Faculty
Managers could each occupy different positions so manager A might be a Follower and manager B a
Blocker. Similarly the Admin staff in different faculties may hold different positions.
4.4 Create a Stakeholder Management Strategy
The strategy basically spells out where you want each stakeholder to “go” in terms of the project,
and how you will manage them in order to get them there. The table on the next page illustrates
this. The faces indicate where the stakeholder sits at present, and the arrows represent what
movement you want to try and achieve for each stakeholder.
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