# 01 — Stakeholder Analysis & Communication Strategy Workflow

## 1. Workflow Overview

```
┌─────────────────────────────────────────────────────────────────────┐
│            Stakeholder Analysis & Comms Strategy Map                 │
├─────────────────────────────────────────────────────────────────────┤
│                                                                     │
│  ┌──────────┐   ┌──────────┐   ┌──────────┐   ┌──────────┐        │
│  │1.Stakeholder│>│2.Power-  │──>│3.Comms    │──>│4.Key      │        │
│  │  Identify │   │  Interest │   │  Strategy │   │  Messages │        │
│  │  & Register│  │  Matrix   │   │  Design   │   │  Author   │        │
│  └──────────┘   └──────────┘   └──────────┘   └──────────┘        │
│       │              │              │              │                │
│       v              v              v              v                │
│  ┌──────────┐   ┌──────────┐   ┌──────────┐   ┌──────────┐        │
│  │5.Comms   │──>│6.Feedback │──>│7.Conflict│──>│8.Strategy │        │
│  │  Execute │   │  Collect  │   │  Resolve │   │  Review   │        │
│  │  & Channels│ │  & Adjust │   │  & Negot.│   │  & Optim. │        │
│  └──────────┘   └──────────┘   └──────────┘   └──────────┘        │
└─────────────────────────────────────────────────────────────────────┘
```

## 2. Detailed Steps

---

### Step 1: Stakeholder Identification & Registration

**Objective**: Comprehensively identify all stakeholders affected by the project.

**Guidance:**

**1.1 Stakeholder onion model**

```
         ┌───────────────────────────┐
         │     External stakeholders  │
         │  ·Supervisory / investment │
         │   / funding authorities    │
         │  ·Public / travelers / media│
         │  ·Partners / vendors       │
         │  ┌─────────────────────┐  │
         │  │   Indirect stakeholders│  │
         │  │ ·Other departments /   │  │
         │  │  peer agencies         │  │
         │  │ ·Industry regulators   │  │
         │  │ ┌───────────────┐   │  │
         │  │ │ Core stakeholders│  │  │
         │  │ │·Project Sponsor │  │  │
         │  │ │·Direct users    │  │  │
         │  │ │·IT / O&M team   │  │  │
         │  │ └───────────────┘   │  │
         │  └─────────────────────┘  │
         └───────────────────────────┘
```

**1.2 Stakeholder register template**

| ID | Name | Org / Dept | Title | Role | Contact | Power | Interest | Attitude |
|----|------|---------|------|------|---------|:---:|:---:|:---:|
| SH-01 | J. Anderson | Dept. of Transportation | Deputy Director | Sponsor | | High | High | Support |
| SH-02 | M. Lee | IT Center | Director | Key user | | High | High | Neutral |
| SH-03 | ... | ... | ... | ... | | ... | ... | ... |

Attitude: ++ Strong support / + Support / 0 Neutral / − Resist / −− Strong resist / ? Unknown

---

### Step 2: Power–Interest Matrix

**Objective**: Classify stakeholders by power and interest; define management strategy.

**Guidance:**

**2.1 Four-quadrant classification & strategy**

```
          High power
            │
    Keep      │   Manage
    Satisfied │   Closely
            │
 ───────────┼───────────→ High interest
   Low interest│
            │
    Monitor   │   Keep
            │   Informed
            │
          Low power
```

| Quadrant | Strategy | Comms frequency |
|------|---------|:---:|
| High power + high interest | Manage closely; core focus | Weekly+ |
| High power + low interest | Keep satisfied; don't over-burden | Monthly |
| Low power + high interest | Keep informed; leverage positively | Bi-weekly |
| Low power + low interest | Monitor; minimum communication | As needed |

---

### Step 3: Communication Strategy Design

**Objective**: Design a tailored communication strategy for each stakeholder / group.

**Guidance:**

**3.1 Communication plan template**

| Stakeholder | Objective | Core message | Channel | Frequency | Owner |
|-------|---------|---------|---------|:---:|-------|
| Agency exec | Secure support & resources | Strategic value, industry standing | Monthly report + briefing | Monthly | PM |
| IT Center | Gain technical endorsement | Tech architecture, implementation plan | Weekly meeting + email | Weekly | Architect |
| Business units | Drive active cooperation | Business value, ops training | Demo + training | Bi-weekly | BA |
| Funding authority | Funding approval | Benefit analysis, compliance | Formal report | By milestone | Commercial |

---

### Step 4: Key-Message Authoring

**Objective**: Author tailored key messages for different stakeholders.

**Guidance:**

**4.1 Tiered message design**

| Tier | Focus | Granularity | Example |
|------|---------|---------|------|
| Exec | Strategic significance, ROI, manageable risk | Highly summarized | "On completion, our agency will rank among national leaders in smart-mobility maturity" |
| Management | Business value, delivery path, resource needs | Medium | "Phase 1 lifts event-detection rate from 30% to 80%" |
| Operations | Function changes, ops training, personal impact | Concrete & detailed | "After go-live, your daily patrol drops from 2 hrs to 15 min" |
| External | Public good, service improvement | Plain language | "Citizens can check real-time bus arrival on their phones" |

---

### Steps 5–8: Comms Execution → Feedback Collection → Conflict Resolution → Strategy Review

**5. Comms execution essentials:**
- Execute strictly per the communication plan
- Prepare before, and minute after, important communications
- Flexibly choose channels (formal briefing / informal chat / working lunch)

**6. Feedback collection:**
- Record stakeholder feedback and attitude shifts after each interaction
- Update the stakeholder register monthly

**7. Conflict resolution:**
- Identify conflict source (interest clash / information asymmetry / value difference)
- Prioritize face-to-face communication; find common ground
- Escalate to Sponsor level for coordination when needed

**8. Strategy review:**
- Review stakeholder-management effectiveness monthly
- Adjust strategy based on attitude changes

---

## 3. Roles & Responsibilities (RACI Matrix)

| Activity | PM | Change Mgr | Client Sponsor | Tech Lead |
|------|:---:|:---:|:---:|:---:|
| Stakeholder ID | **R/A** | C | C | I |
| Matrix analysis | C | **R/A** | I | I |
| Comms strategy | **R/A** | C | C | I |
| Message authoring | C | **R/A** | I | C |
| Comms execution | **R** | C | C | C |
| Conflict resolution | **R** | **R** | **A** | I |

---

## 4. Key Checkpoints

| # | Checkpoint | Pass standard |
|---|--------|---------|
| CP1 | Stakeholder ID completeness | All parties covered, no major omission |
| CP2 | Strategy defined | Each stakeholder / group has a clear strategy |
| CP3 | Comms-plan execution rate | >90% per plan |
| CP4 | Attitude improvement | No negative attitude among core stakeholders |

---

## 5. Output Catalog

1. **Stakeholder register** (.xlsx)
2. **Power–interest matrix** (.pptx)
3. **Communication management plan** (.docx)
4. **Key-message playbook** (.docx)
5. **Communication log** (.xlsx)
6. **Conflict-management record** (.docx)
7. **Monthly stakeholder analysis report** (.pptx)

---

> **Version**: V1.0 | **Date**: 2025-07
