I N I T I A T I O N
Stakeholder Map

1. Identify anyone in the business that is or could be involved in the initiative

You can do this silently and individually at first by writing names and roles on post-it notes.

2. Unpack and group

Study all the people named so far, arrange them into similar groups and label them. As a group, think about if you’ve missed anybody.

3. Identify connections between stakeholders

As you identify the stakeholders, use lines to describe their relationship to each other.

4. Playback and discuss

• Identify the key themes and connections

• Are there particular stakeholders or relationships that stand out?

5. Prioritise stakeholders

Map the stakeholders along a 2x2 map (influence against interest)

5. • Strategically engaged - High influence, high impact

   • Keep satisfied - High influence, low impact

   • Selectively informed - low influence, High impact

   • Monitor closely - Low influence, Low impact

6. Understand your prioritised stakeholders

You need to understand how your key stakeholders feel about the initiative and how to best engage and communication with them. For each stakeholder have a think about:

6. • What motivates them?

   • What information do they need and what is the best way to communicate with them?

   • How often do you need communicate with this individual?

   • What would win them over in gaining their support for the initiative?

   • Who influences their opinion of the initiative? Do some of their influencers need to be included in the stakeholder mapping?