How can you improve stakeholder engagement in your program?
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Stakeholder engagement is a crucial aspect of program management, as it helps you align your program goals, deliverables, and benefits with the expectations, needs, and interests of various stakeholders. However, engaging stakeholders effectively can be challenging, especially when you have to deal with multiple levels of complexity, uncertainty, and change in your program. In this article, you will learn some practical tips and techniques to improve stakeholder engagement in your program and achieve better outcomes.
Identify and analyze your stakeholders
The first step to improve stakeholder engagement is to identify and analyze your stakeholders, both internal and external, who have an interest or influence in your program. You can use various tools and methods, such as stakeholder mapping, power-interest matrix, or RACI matrix, to categorize your stakeholders based on their roles, responsibilities, expectations, and level of involvement in your program. This will help you understand who your key stakeholders are, what their needs and concerns are, and how you can communicate and collaborate with them effectively.
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The most dangerous stakeholder is the one with high influence, but low power (think Jonah Hill's character in Moneyball). This person is dangerous to the success of your project because you've probably never heard of them, but the decision makers are unlikely to approve anything without their buy-in. So when determining who the key stakeholders are, it's critical to have a frank conversation with your client to understand what really happens behind the scenes. Once you have a good sense of who all the players are, sort each person into an influence/support matrix (e.g.high degree of influence + supportive of the project). Then come up with a separate communication strategy for each quadrant.
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What I have seen that works great is a tailored communication strategies angle that engages stakeholders from the beginning. Different stakeholders have diverse needs and preferences, so understanding their communication styles and information requirements up front is crucial. Facilitate workshops, focus groups, interactive white board sessions, and team brainstorming to gather their insights and ideas. This inclusive stakeholder approach empowers, fosters a sense of ownership, and strengthens the project’s green light and overall success!
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Define and communicate your program vision and benefits
The next step to improve stakeholder engagement is to define and communicate your program vision and benefits clearly and consistently. Your program vision should describe the overarching purpose, scope, and objectives of your program, and how it aligns with the strategic goals and values of your organization and stakeholders. Your program benefits should outline the tangible and intangible outcomes and value that your program will deliver to your stakeholders and the wider community. You can use various tools and methods, such as a program charter, a benefits map, or a benefits realization plan, to document and communicate your program vision and benefits to your stakeholders.
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A tactical tip would be to create a common place could be a simple as a document, wiki or a folder which can used and reused. If it’s a collaborative document you can save time by having everyone’s feedback in one place to iterate for future versions.
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The communication with stakeholders is two ways. One side are the vision and benefits that have been outlined by the senior management. The other side is the answer of the question “What is it here for me?” for each stakeholder which needs to be defined in the earliest possible stage, otherwise the Program will face rejection and resistance. Every stakeholder is part of the program for a reason. By knowing Why and What (is it there for her/him) you got the full vision and benefits for everyone involved.
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Establish and maintain trust and rapport with your stakeholders
Establishing and maintaining trust and rapport with your stakeholders throughout the program lifecycle is the third step to improving stakeholder engagement. This is essential for building strong and positive relationships with your stakeholders, and for fostering a culture of openness, honesty, and collaboration in your program. You can do this by actively and empathetically listening to their feedback, concerns, and suggestions, providing regular and transparent updates on your program progress, issues, and risks, acknowledging and celebrating their contributions and achievements, resolving conflicts and disputes constructively and respectfully, and honoring your commitments and delivering on your promises.
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Another thing I’ve found helpful in maintaining trust and rapport with stakeholders is connecting their feedback to decisions being made. This demonstrates to stakeholders that their input is valued and will be taken into consideration for process improvement and program development. It also fosters a collaborative environment and encourages strong relationships.
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One thing I’ve found helpful is connecting on a personal level and weaving personal aspects regularly into conversations. And it has to be genuine to demonstrate true caring and cement stakeholder relationshipd
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Involve and empower your stakeholders in decision making and problem solving
To further improve stakeholder engagement, you should involve and empower your stakeholders in the decision making and problem solving of your program. This way, you can benefit from their diverse perspectives, expertise, and experience, as well as increase their ownership and commitment. To do so, seek input and feedback on your program goals, deliverables, and benefits. Invite them to participate in your program governance, planning, and review meetings. Furthermore, encourage them to share their ideas and suggestions for improvement. Additionally, delegate tasks and responsibilities to them according to their capabilities and interests. Finally, support them with the necessary resources, guidance, and coaching.
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Humans are predictable. We are more likely to support a solution that we've had a hand in creating. So provide frequent opportunities for your stakeholders to provide feedback & collaborate with one another. If they are given opportunities to learn about other points of view within the project, they will be more willing to collaborate, and if necessary, compromise, for the greater good.
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In case of disagreements with ideas or solutions try to have an open mind to understand why the stakeholders are disagreeing and try to do qualitative and quantitative analysis to get buy-in from stakeholders and always look for a win-win scenario and ultimately how you make the stakeholders feel about the disagreement (respectfully, patiently analyzing the scenario and honestly showing transparency about the situation) helps to make good long time relation with stakeholders.
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Adapt and tailor your stakeholder engagement approach
The fifth step to improve stakeholder engagement is to adapt and tailor your approach according to the changing needs, expectations, and preferences of your stakeholders and the evolving context and dynamics of your program. You can monitor and evaluate your stakeholder engagement activities and outcomes, solicit and act on feedback from stakeholders and other sources, identify and address any gaps, issues, or risks in your engagement, adjust and update your plan, tools, and methods, and communicate any changes or decisions that affect your stakeholders. Doing so will help ensure that you are engaging with stakeholders in the most effective way.
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Continuous collaboration with the stakeholders is very important and you need to engage them throughout the life journey of the engagement. You need to understand their pain points and expectations, and have regular sessions to incorporate their feedbacks throughout the project lifecycle, to ensure that the end product perfectly aligns with the needs of the stakeholders.
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Stakeholders should be reminded often of the "Why" of the program, especially for them individually. Do not be afraid to communicate a lot on this regularly, it is never too much !
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Recognize and reward your stakeholders for their engagement
The sixth and final step to improve stakeholder engagement is to recognize and reward your stakeholders for their engagement and support in your program. Showing appreciation and gratitude, as well as motivating them to continue their engagement, can be done by providing positive feedback and recognition, offering incentives or rewards that are meaningful, sharing their success stories and best practices, inviting them to join events or training sessions, and creating opportunities for networking.
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A gratitude circle is a technique I’ve used. At the end of every meeting, I’d ask someone to share if they are grateful for a particular effort by a specific team member. I call this 'passing the baton' so that everyone feels valued and we win as a team.
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Recognising and rewarding stakeholders is essential to building understanding and trust from the get go. While there is an accent on this in the final stage of engagement, genuine connection and buy in is achieved through celebrating quick wins with affected, interested and contributing stakeholders in the early stages. A carrot over a stick approach wins out most every time.
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Here’s what else to consider
This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?
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Among the mechanical aspects of stakeholder management, it is important to not lose the human aspect. Take the time to know them as individuals and build strong relationships. Practice flexibility in your approach and keep the focus on ultimate business outcomes versus a rigidly followed process. Your personal brand with them should be a problem solver and not a “process executioner”. Don’t be afraid to ask what they think of you along the project lifecycle. You will get priceless feedback.
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For effective stakeholders engagement, a program manager should 1. Establish Kick off call on Day 1 to introduce stakeholders and team formally to each other and there he/she can explain program objectives, timelines and milestones 2. Publish RACI matrix to help stakeholders understand their roles and responsibilities in first week 3. Create teams/slack channels and distribution lists with stakeholders and team and setup daily/weekly calls and publish it in first week. We call it establishing Communication Model. 4. Next engage stakeholders and leaders as required through Escalation Model. Everyone should know whom to escalate to and escalation matrix. Its most important for effective engagement of stakeholders.
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