How to Keep Your Stakeholders Informed (and Happy)

We’re going to let you in on a project management secret. The hardest part of any project isn’t achieving the actual outcomes – it’s managing the expectations and needs of the people who are involved.

 Surprised? Probably not.

After all, if you’ve ever worked on a project, you know that one person can easily promote a plan – or derail it. That’s why identifying your stakeholders and determining how best to keep them informed is critical to the success of any project.

Stakeholder analysis is a useful tool that helps you understand stakeholders’ expectations throughout the project lifecycle. Once you understand expectations, you can communicate in a way that creates enthusiasm, trust, and excitement. These are the emotional responses you need to build the good will that will help you usher a project to the finish line.  

As Mannon Deguire put it in “Greatness, A Place Beyond Stakeholders’ Expectations:” “Projects are about hope. They need to be exciting because it is the excitement that energizes the system and gives us the energy to do the work and spend the time and money to accomplish a project.”

So, how do you start?

First, take a moment to write down everyone who is a potential stakeholder.

Then take time to answer these questions for each stakeholder category:

• What’s in this project for the stakeholder?
• How will the project (in progress or completed) affect them?
• What if it fails?
• What is the stakeholder’s interest and ability to influence others?
• Is the stakeholder supportive? Neutral? Against the project?
• How might their support affect the type or frequency of communication?
• What does the project need from each stakeholder?
  
  

By answering these questions in a grid or table format, you will create your stakeholder analysis. Here’s a partial sample analysis Reach Partners did when introducing a group of interns to project management concepts:

Once you’ve completed the analysis, you’ll be able to build a plan for communication or stakeholder engagement. The plan can include key messages for each stakeholder or stakeholder group and additional details, such as the way those messages will be delivered (email, meeting, report, or phone call) and how often (weekly, daily, or project start and end).

Experience has taught us that projects are about communication, communication and communication. As long as you can inform your stakeholders in a timely, appropriate manner, they’ll remain happy and your project is likely to succeed.

- Rachel