How Project Managers Can Influence Their Stakeholders’ Perceptions

How Project
Managers
Can Influence
Their Stakeholders’
Perceptions

Daniel Stober
danielstober@projectfirstinc.com
 Principal consultant for project management
and business analysis at Project First, Inc.
 PMP certified
 15+ years of experience managing projects
 Managed projects in the U.S., Middle East, and
Europe
 Project management and business analysis
instructor for Global Knowledge
© 2014 Global Knowledge Training LLC. All rights reserved. 9/26/2014 Page 2

Webinar Outline
 Analyze the Enterprise
 Know Your Stakeholders
 Understand Their Position in the Organization
 Understand Your Stakeholders’ Key Success Priorities
 Time
 Cost
 Scope
 Quality
 Understand Stakeholder Risk Tolerances/Appetites
 Risk-Averse Stakeholders
 Aggressive Risk Takers
 Setting the Bar
 In/Out of Scope Items
 Change Control
 Communicate for Success
 Understand Their Expectations
 Tailored Approach to Information Management

Stakeholders
 Anyone who has an interest in a project, either in
favor of it or against it
 Everyone who is affected by (or can affect) a
project

Stakeholder Communities

Key Stakeholders
 Those stakeholders who must be satisfied by
project outcomes in order for the project to be
successful
 Planning revolves around the fulfillment of their
expectations

Role of Stakeholder Analysis
 Identifies the stakeholders
 Ranks them by importance
 Pinpoints their priorities and expectations

Stakeholder Importance
 Impact = Significance of active participation
 If stakeholders have high impact scores, it means
that their participation is critical to project outcomes.
 Influence = Ability to affect organizational priorities
 If stakeholders have high influence scores, it means
that their cooperation and political support are
necessary for project success.
 Importance = Product of impact and influence

Stakeholder Importance Ranking

Stakeholder Priorities Ranking
 Measures the significance a stakeholder attaches
to four fundamental success criteria:
 Time
 Cost
 Scope
 Quality
 The stakeholder’s priorities are each assigned a
ranking from 1 (the highest priority) to 4 (the
lowest priority)
 Each success criteria must be given a different
ranking; there can be no ties.

Stakeholder Priority Scoring System

Stakeholder Register

Stakeholder Management
 Communications, communications,
communications
 Stakeholder analysis leads to communication
planning

Information Flow

Input from Stakeholders
 Decision points
 Planning milestones

Stakeholder Management Cycle
Regular communications that keep stakeholders
informed and involved

Stakeholder Engagement Matrix
Stakeholder Unaware Resistant Neutral Supportive Leading
Fred Jackson C D
Bill Mauk C D
George Wall C D
C = Current engagement level
D = Desired engagement level
• Unaware of project/potential impacts
• Resistant to change, but aware of project
• Neutral, neither resistant nor supportive
• Supportive of change and aware of project
• Leading, actively engaged in ensuring
project success

Risk Terminology
 Risk appetite: Amount of risk an organization,
project, or individual is willing to accept in seeking
a reward
 Risk tolerance: Amount of risk an organization,
project, or individual will put up with
 Risk threshold: The relative point along the
continuum of uncertainty and impact that
represents the shift from acceptable to
unacceptable.
At some point, the potential impact of an uncertain event
may make a risk too great.

Why is the Charter Important?
 Gives the project manager
authority
 Formally recognizes the project
 States project goals and
objectives
 Lists in scope and out of scope
items or features
 Commits the organization’s
resources to the project
 Is signed by the sponsor

Identify a Change Control System
Receive change
request form
Enter request in
change log
Analyze need/
benefit of
change
PM: Analyze
impact of
change
CCB: Accept
change?
No
Update
change log
(decline)
Process complete
Update
(change log)
Notify requestor
Integrate change
into project
management plan
Yes
Notify requestor
Implement change
Update project documents

Stakeholders and Requirements
 For projects
A stakeholder is anyone who has a vested interest in
the project or product.
 For requirements elicitation
There is specific interest in any stakeholder who can
provide requirements directly or knows where to get the
requirements.
 From requirements elicitation
Project managers can begin to understand what exact
features or functions stakeholders expect the project to
deliver.

Stakeholder Communication Planning

Communications Management Plan
Includes:
Stakeholder communication requirements
Information to be communicated (format,
content, level of detail, etc.)
Reason for communication
Time frame and frequency
Person responsible for communication
Person responsible for authorizing
communication
Who the receivers will be

Communications Management Plan (cont.)
Includes:
Methods/technology
Escalation process
Methods of updating
Glossary of common terms
Flow chart
Constraints
Guidelines for project status/team
meetings, emails, and e-meetings

Learn More
Recommended Global Knowledge
Courses
 Project Management Fundamentals
 Business Analysis Essentials
 Managing Competing Stakeholder
Priorities
 Program Management
Request an On-Site Delivery
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your needs
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setting
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Questions?
Daniel Stober
DanielStober@ProjectFirstInc.com
http://www.globalknowledge.com/#business_training

Thank You for Attending
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