Projects are about people—team members, clients, vendors, regulators, and even the community. Each stakeholder brings their expectations, challenges, and influence to your project. Managing these relationships isn't just about communication; it's about building trust, aligning goals, and reducing risks.
Having personally managed over 150 projects—some of which, like ThemeWagon, are now used by millions of people—I've seen firsthand how a solid stakeholder management plan can transform chaos into clarity. It's not just about keeping things organised; it's about ensuring every stakeholder feels valued and aligned with your project's goals.
In this article, I'll share the strategies and lessons I've learned to help you create a stakeholder management plan that sets your project up for success. Let's dive in!
A stakeholder management plan is your roadmap for navigating the people who can make or break your project. It's a written guide that outlines your stakeholders, their level of influence, and how they interact with your project. These stakeholders can be anyone, from your internal team members and external clients to regulators or even the local community—affected by or impact your project.
Here's the thing: not all stakeholders are created equal. Some, like sponsors or key decision-makers, have a significant influence and need more attention. Others might be less involved but still need to stay informed. A good stakeholder management plan ensures that everyone's interests align with the project's goals and that their voices are heard.
In any project, stakeholders bring different levels of influence and interest. Without a clear plan, communication can get messy, and priorities can clash. That's where a stakeholder management plan shines.
It helps you communicate effectively—delivering concise, tailored updates to each stakeholder based on their needs. For example, high-power stakeholders like regulators or sponsors might require detailed weekly updates, while low-priority stakeholders can be kept in the loop with general updates until something significant arises.
Identifying stakeholders early could avoid potential roadblocks like disputes, resistance to change, or misaligned priorities. Addressing their concerns upfront helps reduce risks like missed deadlines or budget overruns, keeping your project on track.
Most importantly, a strong stakeholder management plan aligns with everyone's expectations. It defines roles, responsibilities, and objectives, fostering trust and collaboration. When stakeholders feel involved and valued, they're more likely to support the project's success—and that's a win for everyone.
Building a solid stakeholder management plan starts with understanding its core components. These building blocks keep your project organised, stakeholders engaged, and goals aligned. Focusing on these key elements, you can create a plan tailored to your project's unique needs.
The first thing you need to do is identify your stakeholders. Here's where people often get it wrong—they think stakeholders are only the decision-makers or people actively involved in the project. But that's not true. Stakeholders are anyone who's affected by or can influence your project. It could be your team, sponsors, clients, regulators, or end-users.
Why does this matter? Because if you miss someone important, it can come back to bite you. Imagine launching a project to face unexpected resistance because you overlooked someone critical. Proper identification saves you from those surprises and gets everyone on the same page early.
Once you've identified your stakeholders, the next step is figuring out who matters most. Here's a common mistake: treating everyone the same. Not all stakeholders need the same level of attention. Some, like sponsors or regulators, have a considerable impact and need regular updates. Others, like secondary suppliers, might only need occasional communication.
This step is all about using your time and energy wisely. By focusing on the people who have the most significant influence on your project, you can ensure they're engaged and supportive. It's about being innovative with your efforts and not spreading yourself too thin.
Let's talk about communication. I've seen too many people take a one-size-fits-all approach, which never works. Some stakeholders want every detail, while others want the big picture. A good communication plan tailors updates to what each person or group needs.
Think about it—your executive sponsors probably want quick, high-level updates through a dashboard, while your team members might prefer detailed discussions in regular meetings. When you get this right, it builds trust and keeps everyone aligned. It's all about giving the correct information at the right time.
Here's the thing—communication isn't just about talking; it's about listening too. Feedback is where the magic happens, but it's often overlooked. Some people only ask for feedback during significant milestones, but that's not enough. You need to make it a regular part of the process.
Why is this important? When you listen to your stakeholders and act on what they say, it changes everything. It builds trust, strengthens relationships, and helps you catch potential problems early. It's about showing them that their input matters and that they're valuable to the project.
Creating a stakeholder management plan is about ensuring clarity, alignment, and collaboration from the start. Here’s a simple, step-by-step guide to help you get it right.
Every successful project starts with clear objectives. You need to define your project's goals and how stakeholders will contribute to that success.
How to Do It:
Example:
Let's say your project is about reducing an environmental footprint. Your objectives could include getting regulatory approval and winning community support. These goals give you a clear direction for engaging your stakeholders
Once your objectives are clear, it's time to figure out who's involved. Stakeholders can be anyone directly or indirectly connected to the project.
How to Do It:
Pro Tip: Don't forget the quieter stakeholders—beta users, local communities, or anyone who might not speak up until something goes wrong. Getting their input early enough can save you from bigger issues later.
Not every stakeholder needs the same level of attention, and this is where many people go wrong. If you treat everyone equally, you'll end up overwhelmed and inefficient.
How to Do It:
Example:
Think of a marketing director needing weekly updates versus a secondary supplier who only needs milestone check-ins. Prioritising like this ensures you focus on what matters.
Here's where things can get tricky. Communication isn't just about sharing updates—it's about ensuring the right people get the correct information at the right time.
How to Do It:
Example:
Senior executives might appreciate a monthly email summary, while team members need a weekly breakdown of tasks and track progress.
Stakeholder management works best when everyone knows their role. Things can slip through the cracks if you don't assign responsibilities clearly.
How to Do It:
Example:
One person might handle sponsor updates, while another handles vendor coordination. This keeps things organised and prevents miscommunication.
Now, it's time to put your plan into action. This is where you see if all your planning pays off.
How to Do It:
Example:
If a stakeholder requests more frequent updates, adjust your communication strategy. These tweaks might seem small, but they go a long way in keeping everyone happy and aligned.
Pro Tip: Projects evolve, and so do stakeholder needs. Make it a habit to review and refine your plan regularly. It's better to adapt early than fix issues later.
In 2018, I launched SMART LMS, a platform designed to bring technology to local government colleges. I thought I had it all figured out. I spoke with students, teachers, and governing bodies to understand their needs and expectations. However, I completely overlooked one crucial group: the college staff who use the platform daily. The system didn't align with their workflows without input, and they struggled to adopt it. The project failed miserably.
The takeaway? Top management or decision-makers aren't always your most important stakeholders. The real key lies with the people most impacted by your project. Engage them early, or you risk resistance that can derail everything.
I also worked on software specifically tailored for digital agencies. Lesson was learnt and I spoke with over 70 founders and their employees this time before starting. I thought I'd nailed it. But halfway through, I realised I'd missed expert freelancers—a crucial user group. They were key to the platform's success. So, I added them to my stakeholder list, talked to them, and reworked the plan to include their needs.
The lesson? Stakeholder management is not a one-and-done process. Projects evolve, and so do stakeholders. Be ready to reassess, adapt, and bring in new voices when needed. It’s better to pivot than to stick to a plan that misses the mark.
Stakeholder management isn't just another project task—it's the glue that holds everything together. When done right, it builds trust, fosters collaboration, and keeps your project moving forward. But it's not a one-time effort. It's an ongoing process of understanding, engaging, and adapting to the needs of the people who matter most.
I've seen projects fail because I missed key stakeholders, and I've seen them succeed when I took the time to adapt and reevaluate. The lesson? The people most impacted by your project are often the ones who hold the key to its success. Don't overlook them.
Take these insights and tips, make them your own, and create your stakeholder management plan. When one focuses on building genuine connections and staying flexible, you're setting yourself up for smoother projects and more substantial outcomes. Because, at the end of the day, every great project is built on great relationships.
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