Strategy Survival Guide

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Strategy Survival Guide Version 2.1 Prime Minister’s Strategy Unit home | strategy development | strategy skills | site index Strategy Skills > Managing Stakeholders Developing a stakeholder engagement plan > template The process of identifying stakeholders, their issues and how the team will engage with each should occur early on in the project, and the results should be documented in a stakeholder engagement plan. The plan should specify the intended approach to engaging with stakeholders throughout the four stages of the project. It should be integrated with the overall project plan, and include details of: • the proposed actions • the proposed timing of those actions • the team members responsible for each engagement. For example, the plan might include the timing and proposed aim of meetings with individuals or working groups and the proposed dates and nature of particular communications. This stakeholder engagement plan template may provide a useful start. The stakeholder management plan should be a living document that is referred to on a regular basis, and updated according to developments during the project. At key points during the project it is also advisable to update the stakeholder assessment as positions do change and this will require the stakeholder management plan to be revised accordingly. Developing and regularly revisiting the plan is a time consuming process, and as such often neglected. However, it will be extremely beneficial to the final outcome of the project if key stakeholders are bought into the process and are willing to implement the strategy. Strengths • Drawing together a clear plan for stakeholder engagement is crucial to the success of the project. It will help ensure buy-in to the strategy, and will also help secure commitment to implementation. Weaknesses • It can be a very time-consuming exercise, however, which can be neglected given the pressures to undertake analytical work etc. Strategy Survival Guide – Strategy Skills Page 82
Strategy Survival Guide Version 2.1 Prime Minister’s Strategy Unit home | strategy development | strategy skills | site index Strategy Skills > Managing Communications Drawing up a communications plan > in practice A communication plan should set out the team's approach to handling both stakeholders and the media at all stages of the strategy development process. This includes the formal launch, the consultation process, the presentation of analysis to stakeholders, the publication of the interim report, the communication of the conclusions and the publication of the final report. The plan should clearly identify activities, responsibilities and time scales. If there is to be a formal launch of the project to the public, the plan should be developed with assistance from the relevant departmental Press Office team. In most cases, it is best if any media queries are directed to the Press Office for follow-up. After each phase of the project, communications should be evaluated to monitor success and identify any learning points. Questions to Answer Some of the key questions to cover in drawing up the communications plan are: 1. Objectives: What is the main business objective this communications strategy needs to support (the main change(s) you are trying to achieve)? 2. Audience: What are the main audience groups that: • Can make a difference to the change happening (or not)? • Are affected by the change? If there are more than five in this list, which are the really key ones (that can really make a difference to whether the objective happens)? 3. State of opinions and knowledge. What are their: • Attitudes (how do they feel?) • Opinions (what do they believe?) • Information gaps (what do they know?) Are they correct? • Do they have enough information to make the right decision? (Is it just that they don’t believe the information they get?) • How do they influence others? 4. Messages: If you could change any of these opinions (or fill the information gap) which ones would you prioritise? (Is this achievable?) Therefore what messages or information needs to be continually highlighted to the main groups? 5. Methods: • What is the best method of getting to the audience group? • Who influences them? • What do they read? • Who do they speak to? Who do they believe? Strategy Survival Guide – Strategy Skills Page 83
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Building an Evidence Base 113 Data
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A Framework for Strategic Direction
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Strategy Survival Guide

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