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
I firmly believe that we have planted the seeds for a new era.Consulting Client, 2012
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
“The whole day was very insightful. I attended stakeholder management training previously and I don’t remember it being this valuable”In-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
I thought both Lynn & Jamie were very passionate about the topic they delivered and this reflected in the delivery styleStakeholder Engagement Training Participant, 2012
An important take home message for me was to map all stakeholders and actively listen to their needs.Stakeholder Engagement Training Participant 2013