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Stakeholder mapping
- 1. STAKEHOLDER MAPPING INTRODUCTION Stakeholder mapping is an important step to gain an understanding of who your key stakeholders are, where they come from, and what they are looking for in relationship to your business or project. You will need to look at the needs of the individuals and how you will use this information to help you with your overall project. WHAT IS STAKEHOLDER MAPPING? Stakeholder mapping is a process of researching your stakeholder group, comparing the needs of the whole group and individuals within the group. Mapping will help you to: Identify potential strategies Identify the relationship that needs to be established with the various individuals/groups of stakeholders Identify any key blockers & facilitators of change Establish socio, economic and political priorities and trends Highlight power and interest Stakeholders get traded off against each other and their interests are not always consistent, this will help you to take account of the various needs of the different interested parties. MAPPING PHASES Mapping can be broken down into four phases: 1) Identifying: listing relevant groups, organisations, and people 2) Analysing: understanding stakeholder perspectives and interests 3) Mapping: visualising relationships to objectives and other stakeholders 4) Prioritising: ranking stakeholder relevance and identifying issues The process of stakeholder mapping is as important as the result, and the quality of the process depends heavily on the knowledge of the people participating. 1) IDENTIFYING The first step in the mapping process is to understand that there is no magic list of stakeholders. The final list will depend on your business or project, any impacts, and your current engagement objectives—as a result it should not remain static. This list will change as the environment around you evolves and as stakeholders make decisions or change their opinions.
- 2. 2) ANALYSING Once you have identified a list of stakeholders, it is useful to do further analysis to better understand their relevance and the perspective they offer, to understand their relationship to the project and each other, and to prioritise based on their relative usefulness for this engagement. Ask the following questions: Does the stakeholder have information or expertise that could be helpful to you? How legitimate is the stakeholder’s claim for engagement? How willing is the stakeholder to engage? How much influence does the stakeholder have? 3) MAPPING Mapping stakeholders is a visual exercise and analysis tool that you can use to further determine which stakeholders are most useful to engage with. Mapping allows you to see where stakeholders stand when evaluated and compared to each other and helps you visualise the often complex range of issues and relationships. 4) PRIORITISING STAKEHOLDERS AND IDENTIFYING ISSUES It is not practical and usually not necessary to engage with all stakeholder groups with the same level of intensity all of the time. Being strategic and clear about whom you are engaging with and why, before jumping in, can help save both time and money. Ask the following questions: How high is this strategy on their priorities? Will they actively support or oppose you? Will you need different styles for different stakeholder individuals/groups? ADVANTAGES OF STAKEHOLDER ANALYSIS Stakeholder analysis can help you implement your project through securing support from powerful stakeholders Stakeholder identification and analysis techniques can help you meet mandates, fulfill aims/missions and create value The use of stakeholder analyses can help frame issues that are solvable in ways that are technically feasible and politically acceptable and that advance the common good
- 3. MAPPING EXAMPLES Level of Interest in Project Power and influence within the Stakeholder group Low High Low Minimal effort Keep informed High Keep satisfied Key Players
- 4. For further examples, look at Stakeholder Mapping images on the internet.