As a Technical Product Owner or even anyone in the Project Management space, one of the key skills that is fundamental is Stakeholder Management. It’s a crucial skill for any individual who liaises with various teams to get agreement, trust, buy in and ultimately reach a successful outcome. So how would one define Stakeholder Management and why is it so important? It’s about communication, transparency, and trust; it is like navigating a successful journey. By understanding who is on board and what they need, you build trust, address risks early, and keep everyone rowing in the same direction. This leads to smoother sailing and a higher chance of reaching your destination. Without clear and consistent communication, stakeholder relationships can suffer, leading to project delays, budget overruns, and, ultimately, project failure.
Let’s go through the steps involved in achieving successful stakeholder management.
1. Identify the stakeholders and their role
The first step on an effective communication with stakeholder it is to identify the individuals and groups engaged in the project. The RACI or RAPID matrix helps to clarify what are the players roles, responsibilities, and expectations.
RACI stands for Responsible, Accountable, Consulted, and Informed and it makes it clear which stakeholder does the work, who owns the outcome, who provides input, and who simply needs to be kept in the loop.
RAPID is a framework used for decision making. It spells out five key roles: Recommend (who proposes a course of action), Agree (who approves or dissents), Perform (who implements the decision), Input (who contributes information), and Decide (who has final say).
You must attune the communication based on the level of engagement required, from daily stand-up to fortnightly email updates.
2. Agree Ways of working
Once you have identified stakeholders in the RACI or RAPID matrix, define clear communication plans based on their roles.
Responsible & Accountable: Frequent communication is crucial. Daily stand-up meetings are ideal to sync on activities, roadblocks, and tasks.
Consulted: Include these stakeholders in less frequent, but important meetings to gather feedback.
Input: Schedule dedicated meetings (less frequent than daily) to gather their valuable insights.
Informed: Agree on a communication cadence (e.g., weekly email, project updates) and preferred method (SteerCo meetings, newsletters) based on their needs.
3. Use time efficiently
“This meeting could have been an email.”
How many times have you thought that? Most calendars are filled with meetings, double bookings and barely time to have lunch sometime leading to additional stress and overwhelm. Before scheduling stakeholder communication, consider the level of engagement needed.
Purpose: Why are you communicating? Do you need input, approval, feedback, or discussion? Topics requiring decisions or with a lot of details are best suited for meetings. However, progress updates might be fine via email or newsletter.
Complexity: is a call easier than a back-and-forth email chain prone to misunderstandings?
Availability: Consider stakeholders in different time zones or with busy schedules. Emails might be better for them to stay informed and respond at their convenience.
Time & Resources: Meetings are time-intensive, requiring scheduling, preparation, and actual meeting time. Emails allow for asynchronous responses but may take longer to reach consensus.
Group Size: Keep workshops small (ideally under 4) to facilitate discussion and feedback. Steering committees might have larger audiences, but only a few actively decide or provide feedback. Large groups (10+) are best for one-way communication, like all-hands meetings.
Urgency: Last-minute meetings are disruptive, but for urgent matters, ensure everyone has time to prepare. Emails can provide visibility for urgent topics too, but a quick meeting might be preferred.
Face-to-Face vs. Online: Online meetings facilitate frequent connections across locations. However, face-to-face meetings remain valuable for brainstorming, workshops, and team building.
4. Take them on the journey
Do not just tell stakeholders your destination, take them on the journey to create a solid foundation for achieving your goals. It is like having a skilled crew on your ship, navigating challenges, and ensuring a smooth journey to success.
Stronger Teams, Stronger Projects: Including stakeholders throughout builds a sense of ownership and fosters collaboration, leading to better decision-making and a more successful outcome.
Early Warnings, Smooth Sailing: Proactive communication helps identify potential issues early on. Stakeholders can offer solutions, mitigating risks before they become problems.
Trust is the Anchor: Keeping stakeholders informed builds trust and transparency. They feel valued and are more likely to be supportive partners.
5. Put it in writing
Do not Let Agreements Turn into Arguments: Put it in Writing. Ever been stuck in a “he said, she said” battle after a meeting? Avoid future confusion by documenting key points. In Italy we say: “Carta Canta” (Paper sings). Which could translate to “What’s on paper holds more weight than fleeting words.”
Capture Decisions & Details: Write down requirements, decisions, risks, deadlines, and expectations. Sharing this written record with stakeholders ensures everyone is on the same page.
Minutes Matter: After meetings, take a few minutes to summarise key points, decisions, and next steps.
Workshops Need Documentation Too: Capture outcomes, requirements gathered, and priorities after workshops. This ensures clarity and avoids future disputes.
6. Show your face
The digital era brings new considerations for meeting etiquette. Nonverbal cues are crucial for effective communication, even in online settings. Eye contact, proper posture and occasional gesture like nodding emphasise show engagement while conveying confidence and professionalism.
Be Camera-Ready: Turn on your camera and dress professionally. This creates a sense of connection and professionalism.
Minimise Distractions: Silence your phone, mute your microphone when not speaking, and find a quiet space free from interruptions. This shows respect for others’ time and keeps the focus on the meeting.
Active Participation: Engage in the conversation by nodding, smiling, and using the virtual hand-raising feature to avoid interrupting. Body language, even from the shoulders up, conveys attentiveness.
7. Communicate risk
Stakeholder risks can sink your project. To navigate these rough waters, proactively identify potential issues and stakeholder concerns. Analyse stakeholder power and influence to prioritise risks. Develop mitigation plans, like clear communication or alternative solutions. Maintain transparency and manage expectations to avoid surprises. Be adaptable and have contingency plans in place for unexpected situations.
8. Provide options
Empower stakeholders! Providing options fosters buy-in and better decisions. They feel valued, sparking creativity and helping identify potential risks. Transparency around options builds trust and leads to a more collaborative path to success. Think of it as presenting a map with choices – stakeholders see the destination and participate in choosing the best route.
Communication is essential for effective stakeholder management because it fosters alignment, builds trust, manages expectations, facilitates problem resolution, mitigates risks, encourages engagement, and supports adaptability. Without clear and consistent communication, stakeholder relationships can suffer, leading to project delays, budget overruns, and ultimately, project failure.
