Chapter 14
In This Chapter
Defining a stakeholder
Understanding your stakeholders
Connecting with stakeholders
Reassuring stakeholders
A programme can have a diverse range of stakeholders. Particularly in a large programme, or one that involves fundamental transformational change, stakeholders are naturally extremely interested in how the programme is going and whether or not it's going to be successful.
In this chapter I help you discover your programme stakeholders and describe the relationship they have with your programme's Vision. Thinking about the Vision allows you to understand who the stakeholders are ‒ including their interests and influence ‒ and then communicate effectively with them. I also discuss the documents and areas of focus for different roles relating to stakeholders.
In addition, I look at assurance, because you need to provide reassurance to the diverse range of stakeholders in a programme. As I note in Chapter 13 on quality, I choose to discuss assurance here rather than there because it's done on behalf of stakeholders. I delve into assurance principles and some of the techniques you can use.
Any individual, group or organization that can affect the programme, be affected by it or perceives itself to be affected.
The next section explains why this definition has to be so wide-ranging.
Although you may not have a particular interest in a potential stakeholder group, its members may experience the effects of the programme strongly. In fact, you may not even think that a particular group contains stakeholders, but if the members perceive themselves to be such, they are stakeholders. Their perception is the important criterion.
Stakeholders act in all sorts of ways as regards the programme:
In addition, certain stakeholders may see only a threat in your programme while others may see an opportunity.
Programme stakeholders can include the groups that I show in Figure 14-1 and list as follows:
Engaging with stakeholders is one of the ways you help them to change, so it's part of the wider subject of business change management (which I define in the next section). One of the most powerful tools you can use to encourage change in people is to give them a clear Vision of the future (flip to Chapter 5 to find out more about the Vision).
So you're taking the widest possible view of change from the level of the whole organization down to the level of the individual. Figure 14-2 is a simple change process model that's mapped onto processes in the transformational flow. You may find it useful if you want to reflect on when change happens in relation to the transformational flow.
One of the most important occasions in which you use stakeholder engagement is when you're creating the Vision. Engaging with stakeholders early on in creating the Vision is vital, because doing so ensures joint ownership.
The engagement is best done at the Vision workshop. Make sure that you understand fully the nature of the current situation; the positive and more importantly the negative impact of staying as you are. I suggest considering two ideas:
An examination of the do-nothing Vision or the burning platform allows you to appreciate the nature of the current reality. From there you can look at the beneficial future. The workshop can explore the tension between the two ideas.
Effective leaders use the Vision to help influence stakeholders. So, for example, Business Change Managers can engage with operational stakeholders to help them through transition.
The main aim of stakeholder engagement is to encourage buy-in, by having managed involvement with stakeholders instead of mere ad-hoc involvement. You can expect such buy-in to improve stakeholders’ co-operation and assist with the co-ordination of tasks within the programme and with those outside it.
In addition, stakeholder engagement is an important tool for leaders. The people involved in the programme are going through change and therefore you need strong leadership. Another interesting aspect of good stakeholder engagement is that it helps to avoid unexpected surprises, which stakeholders may think you haven't anticipated (see the nearby sidebar ‘No news is good news’).
If, say, an international regulator takes an interest in a programme and its involvement hasn't been anticipated, stakeholder engagement wasn't working properly.
Stakeholder engagement provides a basis for better communication, because messages are consistent to each stakeholder group. Stakeholder groups talk to one another, so don't give one message to one group and a different message to a different stakeholder group.
Good stakeholder engagement maximises the possibility of good benefits realization.
Figure 14-3 displays the stakeholder engagement cycle, which I lead you through in this section. At first sight stakeholder engagement can look like a complex process, but breaking it down helps you to carry it out in a logical way. The perceived complexity is only because of the frequent feedback from one process step to another. If you ignore that feedback for the moment and just look at the purpose of the six process steps, it's pretty straightforward.
In this section I cover each of the steps in the stakeholder engagement cycle.
You can do much better than simply engaging with stakeholders on an ad-hoc basis whenever you happen to come across them.
Figure 14-4 is an example of the Stakeholder Map (which happens to be for a sports programme).
Here's the stakeholder modelling process in a bit more detail:
I suggest that you tackle the Stakeholder Map in a different way. When you've identified one stakeholder group, immediately identify their interest areas. You may have existing interest areas that you discussed before or you may put new interest areas onto your Map. Of course, if you put new interest areas onto the Map, you have to revisit existing stakeholders to see whether those are areas of interest to them as well.
Figure 14-5 shows the Influence/Interest Matrix, which illustrates the interest that stakeholders have in the example sports programme against the influence they have on the programme:
Having enjoyed the delights of the stakeholder identification workshop in the preceding section (oh, what fun you'll have! No really they are quite fun), you need to document what you've decided. I present an overview of the documents and their purposes in Table 14-1. I describe the Influence/Interest Matrix and the Stakeholder Map in the preceding section, Stakeholder Profiles and Stakeholder Engagement Strategy in this one and the Programme Communications Plan in the next.
Table 14-1 Purposes of Stakeholder Documentation
Influence/Interest Matrix |
A plot of the influence of stakeholders in your programme against their interest in the programme. |
Programme Communications Plan |
Timetable and arrangements for implementing and managing the Stakeholder Engagement Strategy. |
Stakeholder Map |
Stakeholders, their interests and areas of the programme that affect them. |
Stakeholder Engagement Strategy |
Framework for effective stakeholder engagement. |
Stakeholder Profiles |
Records stakeholder analysis information. |
In the Stakeholder Profiles you record stakeholder analysis information, including:
In a single document you can include the Stakeholder Map and the Influence/Interest Matrix, plus a profile for each stakeholder on the Map. You can also include a distribution of benefits by stakeholder and highlight key influencers. You can summarise all this information in a Stakeholder Register.
The formal purpose of this document is to define the framework that enables effective stakeholder engagement and communication. Informally, people think of it as encapsulating the right message received by the right people, at the right time, in the right form, from the right person, with the right authority.
The document can answer questions such as:
Here's the composition of the Stakeholder Engagement Strategy:
When you've worked out at a high level how to engage with your stakeholders, you can drill down to the detail of the tasks involved in communication.
The purposes of communication are as follows:
You want to turn communication into a process that can run in the background in your programme, with the following objectives:
You need to include the following core elements in your communication process:
The objectives of the Communications Plan, which put some flesh on the overall purpose of communication, are as follows:
Consider putting the following information in your Communications Plan:
The programme needs to control project communications, so the Programme Office may well have to vet all communications. You may decide always to refer certain stakeholders to a specific custodian and perhaps direct certain sensitive topics to the programme each time.
To make this happen, you need to hold regular briefings for projects to keep them involved. You may also need to check that project communications align with the Programme Communications Plan.
Here are the main areas of responsibility relating to stakeholder engagement. Chapter 9 has lots more detail on these roles.
The Senior Responsible Owner (SRO) is responsible for the following:
The Programme Manager is responsible for:
Business Change Managers are responsible for the following in their areas:
Active stakeholder engagement is a major part of discharging this role.
The Programme Office administers the programme and is responsible for:
In this section I tackle the vitally important subject of stakeholder assurance, discussing the principles and techniques and defining some of the terms you need to know along the way.
You may also like to refer to Chapter 13, because assurance is closely linked to quality.
Taking a principles-based approach within programme management in general can be helpful, as I discuss in Chapter 4, and you can do the same with assurance management. Assurance means giving stakeholders confidence and reassurance that things are working properly.
The following five principles for guiding your behaviour when carrying out assurance management are a really useful addition to programme management:
Integrated assurance requires the planning, co-ordination and provision of assurance activities from the start of the programme to the delivery of benefits, in a way that provides greater assurance but with less effort. The Programme Manager's job is to make sure that someone is doing that. You can achieve this through the provision of an agreed plan that indicates how assurance reviews, of all types, are scheduled to support decision-making and inform investment approvals while avoiding duplication of activities that don't add value.
I once carried out an assurance review of a programme and was told that it was something like the fourth assurance review that had been held that month. Project managers weren't spending any time managing their projects; they spent all that time attending a series of overlapping and fragmentary assurance reviews.
Plan assurance activity to support major events. Examples are achievement of outcomes, tranche ends and key approval points (for example, funding decisions). These occur throughout the transformational flow, from the Mandate to the realization of benefits.
For example, consider your end-of-tranche reviews. Make sure that you hold an assurance review before the end-of-tranche decision-making, and that the results of that assurance review feed into the end-of-tranche decision-making.
Places with more risk require more rigorous assurance; those with less risk need less assurance.
Assurance is most effective when appropriate follow-up actions are taken to resolve any serious issues identified as a result of the planned assurance activity. These consequential assurance actions may involve further reviews. Link your reviews of action plans, case conferences or more detailed reviews to ensure that appropriate actions are taken. This process includes clear escalation routes that need to be used if appropriate to the highest organizational levels of the organization for resolution of issues.
In an ideal world, assurance reviewers should only make observations. If they make recommendations for action, they may well be limiting their independence for subsequent assurance reviews. It's convenient if the reviewers also make recommendations. So as part of your planning (as part of your integration of assurance), you need to consider whether you want people carrying out assurance reviews to make observations or recommendations. The most important factor is whether you'll ask the same reviewers to come back and do a subsequent review. In those circumstances, I suggest they just make observations.
In the preceding section I talk about carrying out an assurance review, but that's only one of a number of different techniques you can use when carrying out assurance activities.
Audit means assessing the management and conduct of a programme and involves examining its activities to see whether the work has been carried out in accordance with an external procedure or standard. In practice, most audits check whether or not you're doing the thing right.
Although audits can be proactive, they tend to be reactive in that they're looking back on the previous performance of an aspect of the programme. Furthermore, audits tend to focus on conformance and compliance: have you done the activity correctly (sometimes known as a validation activity). I'm not criticising the auditing profession (some audits are very comprehensive and wide-ranging), but an audit may, for example, check carefully that you filled in the form without checking that the form makes sense. Therefore, they can be of limited value.
Audits can be carried out by internal audit staff or by external audit bodies. Indeed, anyone can carry out an audit. No particular skills are required in order to carry out an audit, other than some knowledge of the subject matter. Aim to ensure that the range of programme audits consider all aspects of the programme, its management and ability to deliver ‒ although individual audits may cover only one aspect.
You may come across the following terms on the Internet in the context of audits. I use these generic definitions:
Try to aim for a good mix of verification and validation. They can be combined in a single review, or you can ask one group to verify what's happening and another team to validate what's going on.
A health check means assessing whether a programme is meeting its objectives. The strength and weakness of a health check is that it's a series of yes/no questions. If you answer yes and no to the questions on a health check, you do get a very quick insight into the status or the health of the programme, but you may get only a black-and-white answer with no shades of grey.
Here's a simple sequence for carrying out a health check. You can apply the same sequence to any of the assurance techniques I discuss:
Whereas audits tend to focus on conformance and compliance (or verification) as I say earlier in this section, reviews take a broader look and may be used as a programme assurance tool by senior managers to determine whether the programme continues.
Key areas to consider within an assurance review are based on the elements of quality, scope and the programme management principles (take a look at Figure 14-1 in Chapter 13, which looks a little like a wheel).
Here are some specific areas of focus that often form topics of assurance reviews:
Effective decisions are based on accurate measurement of data and analysis of reliable information, which is why the Information Management Strategy and Information Management Plan are so important (check out Chapter 13 for more on these).
Therefore, looking at the effectiveness of measurement is another form of assurance. You can consider measurements in a programme in two ways:
P3M3 stands for Portfolio, Programme and Project Management Maturity Model (I show the model in Figure 14-6). A P3M3 assessment looks at the level of organizational maturity in portfolio, project or programme delivery and has a direct bearing on how well an organization can support its programmes.
A simply way to explain maturity is to talk about repeatability. Within the programme are you able to have repeatable projects (project maturity)? Across the organization are you able to run repeatable programmes (programme maturity)?
The management and engagement terms will be familiar to you (if not, turn to Chapters 8, 10 or 11 as necessary), so I just put the other two into perspective:
The P3M3 model has five levels of maturity:
Maturity assessments can be big undertakings, which might lead you to call in specialist maturity consultants. I've also simplified the definitions and put my own interpretation on them. In particular, I emphasise flexibility or tailoring more than some writers on the subject.
Note: The P3M3 model is being updated at the time of this writing. I anticipate that another process perspective – commercial or contract management – is likely to be added, but the fundamental concept will be unchanged.
Gated reviews (sometimes called gate reviews, gateway reviews or independent reviews) are an ideal way of applying assurance control to a programme. The programme isn't allowed to progress to the next stage unless it's undergone a gated review.
Gated reviews check that the programme is under control and on target to meet the organization's needs. They are also applied to projects to ensure that the projects are properly under control and aligned to the programme's Blueprint and the programme objectives.
The decision gates below were originally for a procurement project. These terms may also apply in your programme if a lot of procurement is involved: