Stakeholders are an important part of quality project management. Using the terms “marketing”, “management” and “engagement” interchangeably is however problematic. Management assumes the important decisions have already been made, engagement assumes these decisions are still open for stakeholders to influence. In project management, “management” is particularly useful in building and construction environments – where “hard systems” dominate decision making around design. For other projects, where the end users play a major role in the project’s benefits realisation (such as IT projects), “engagement” is more useful. “Marketing” is simply influencing people to accept a predetermined outcome and should not be confused with either stakeholder engagement or management.
Engaging, managing & marketing to stakeholders in project environments
There was a lot of content packed into the day, It was presented in a way that lots of value was gleaned from it relatively easily.Stakeholder Engagement Training Participant, 2011
The facilitator was evidently knowledgeable and he was able to answer any questions asked during the day. His ability to relate questions to his practical experience in the field was extremely valuableIn-house Training Participant, June 2014
This was a fantastic course and I enjoyed it very much. Many thanks to Lynn for being so generous with her time and knowledge.Navigating Complex Futures Participant 2012
The program was life changing!Navigating Complex Futures Participant 2012
I would like to express my gratitude for the work undertaken by 361 degrees and Jamie and to commend him on proving that work can continue even when on the other side of the world. Many thanks and I look forward to working with you againConsulting Client 2015
I found the consultant to be a highly professional and ethical person who took the time to understand the client group we work with.Consulting Client 2015