Managing stakeholders

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Managing stakeholders
Web Managers Academy Internet Librarian
2008 October 19, 2008
Frank CervoneAssociate Professor andDirector of
the Library, Information, and Media Studies
ProgramChicago State University
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Managing stakeholders

• Who are stakeholders?
• Anyone with a vested interest in the redesign
  project
• Who are the key stakeholders?
• Those people who actually prevent or help deliver
  a successful outcome for the redesign
• What are the most common success criteria for
  stakeholders?
• Marketing, training, and changes to working
  practices 

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Identifying stakeholder groups

• Employees
• Senior management
• Customers
• Suppliers
• Neighbors
• Resource providers
• Government
• Opinion leaders

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Levels of commitment

• Active opposition
• Passive
• No commitment
• Passive support
• Active support

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Levels of committment

• Ignorance
• Awareness
• newsletters, memos, briefing papers
• Understanding
• discussions, team meetings, roadshows
• Support
• consultation, debate, feedback
• Involvement
• early incorporation, compromise, share
  confidences, collective problem-solving
• Commitment

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Stakeholder assessment grid

• 1 must not be taken for granted
• 2 this support is vulnerable and could be lost
• 3- commitment needs to be increased if possible
• 4 ugh it may never be possible to move them to
  support the project neutralize them