Stakeholder Mapping Flashcards
What is the purpose of Stakeholder mapping?
Stakeholder mapping identifies stakeholder power and attention in order to understand strategic priorities. (Walker et al. 2008. Influence, stakeholder mapping and visualization)
What are the two components of stakeholder mapping?
Power and attention (Newcombe, 2003)
What are the types of stakeholders?
Key players, sleeping giants, Gadflies and Irrelevants
What do you need to do with Key players?
Actively cultivate
What do you need to do with irrelevants?
Minimal effort
What do you need to do with sleeping giants?
keep satisfied
What do you need to do with Gadflies?
keep informed
What does Power involve?
the ability of individuals or groups to persuade, induce or coerce others into following particluar strategies
What does Attention involve?
Taking advantage and forming political coalitions of stakeholders through the level of attention they pay to certain issues within the organsation
What are stakeholders?
Stakeholders are individuals or groups who have an interest in or are affected by the activities or outcomes of an organization or project (Freeman, 1984)
What is interest?
People who are going to be affected by you
What is influence
People who are going to affect you
What is the value of stakeholder mapping?
Stakeholders can be prioritized, and their level of interest, power, and influence can be identified, enabling organizations to better manage relationships, build trust, and ensure that their activities align with stakeholder expectations (Mitchell et al. (1997). Toward a theory of stakeholder identification and salience)
What are internal stakeholders?
People who serve the business and the brand (i.e. owners, project managers, employees)
What are external stakeholders?
Members outside of the business who will affect, or will be affected by your activities
Power/Attention matrix
Stakeholders are ranked and separated based on their level of Power and Attention (Newcombe, 2003)
What is Power?
how much power and influence do they have based on their positions?
What is Attention?
How much are they aware of the impact of the project?
What are gadflies?
High attention, low power
What are sleeping giants
Low attention, high power
What are key players
High attention, high power
What are Irrelevants
low attention low power
What are Mendelow’s mapping steps?
Identify and understand them
Prioritise and categorise them
Place them in an appropriate quadrant
Monitor them continuously and move them round the quadrant as their interest/power evolves
Influence your stakeholders
What are the issues when mapping?
Whose expectations need to be prioritised?
Who are the key blockers and facilitators of strategy?
Is it desirable to try to reposition certain stakeholders?
Can the level of interest or power of key stakeholders be maintained?
Will stakeholder positions shift according to the issue/strategy being considered?
Benefits of mapping analysis
Development of trust and credibility
Assists in developing effective tactics
Assists in gathering critical information
Discover/prevent misconceptions & potential opposition
Helps with change management
