What is it?
A stakeholder map is a tool that identifies people or groups (stakeholders) involved in or affected by a project, outlining their priorities, influence, and interest to guide engagement.
A stakeholder map helps you think through:
- category – the high-level group the stakeholder falls within
- stakeholder – the person or organisation you need to engage with
- interest area and priorities – their particular interest in the project (think about how the change will affect them)
- influence – what level of influence will they have over the project?
- interest – what level of interest do they have in the project? (for some stakeholders you may wish to increase this)
- prioritisation – how important is it to engage with this stakeholder?
- engagement approach – what will be your overall approach to engaging with this stakeholder?
One you have completed your stakeholder map you might find it helpful to develop a stakeholder engagement plan outlining:
- aim – why are you engaging? (eg to increase interest, increase support, encourage action, decrease resistance)
- message – what key points would you like the stakeholder to take away?
- engagement method – how will you engage with them?
- when and frequency – when and how frequently will you engage with them?
- owner – who is responsible for the engagement?
You may find it helpful to conduct a stakeholder mapping exercise with members of your multi-disciplinary change team to ensure that multiple perspectives are considered.
When should it be used?
You may find it helpful to create a stakeholder map and engagement plan as soon as a change project has been identified.
You may not be aware of all the stakeholders at the start of the project. Many of them may only become visible as you move through the understand step or the later in the change cycle.
Once a stakeholder has been identified it is important to assess their strategic importance to your project and how you might best engage with the relevant people.
A stakeholder map and engagement plan is a “live” document, and you should review and update it throughout the project.
What are the benefits of using it/why use this tool?
A stakeholder map and engagement plan helps to support successful change by:
- identifying key stakeholders – identifying important individuals, groups, or organisations, ensuring no critical party is overlooked
- prioritising efforts – helping to focus energy and resources on those with the most influence or interest in the change project
- enabling tailored engagement – ensuring the right information reaches the right people in the way that is most effective
- enhancing decision-making – providing an overview of the stakeholder landscape and ensuring diverse perspectives are considered
- enabling proactive risk management – helping to identify potential blockers, sources of resistance, concerns, or conflicting interests, allowing for proactive resolution before they escalate
- building trust and relationships – enabling relationship building and transparency to foster a sense of inclusivity and make stakeholders feel heard and valued