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Hybrid working: change management
Hybrid working: change management

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3.4 Stakeholder engagement plan

To give depth to such a list of stakeholders, and to help with developing your knowledge of them and their power, interest and needs, it is useful to map stakeholders on two different derivatives of a Mendelow power matrix [Tip: hold Ctrl and click a link to open it in a new tab. (Hide tip)] (Mendelow, 1991).

The first matrix indicates the stakeholders’ relative position in terms of their impact on the initiative’s success (their power) and the initiative’s impact on them (their interest). The second matrix gives a view of their level of commitment for the change mapped against their level of readiness.

When taking the two relative positions together, you can begin to build a stakeholder management plan, as shown in Figure 7.

Described image
Figure 7 Stakeholder management plan

Another dimension to the stakeholder plan is to indicate where their expectations are before the change occurs and where you would want them to be after the change. Table 2 provides an example.

Table 2 Stakeholder engagement plan
Stakeholder A B C D E
Unaware CP
Resistant CP CP CP
Supportive DP CP / DP DP DP
Leader DP
Your impact on them High Low High Low High
Their impact on you High High High Low Low
Level of readiness Low Low High Low High
Level of commitment Low Low Medium Low Low
Next comms action Manage closely Keep satisfied Manage closely Monitor Keep satisfied
Comment/current position Detailed action plan Use as advocate Detailed action plan Emphasise benefits


  • CP – Current position
  • DP – Desired position
  • Manage closely: daily updates, regular invites to exclusive events, personal contact
  • Keep satisfied – Weekly updates, invitations to certain occasions
  • Monitor – Monthly updates
  • Keep informed – Weekly updates, invitations to certain events

Activity 5 Creating a stakeholder engagement plan

Timing: 10 minutes

Take some time now to think about the stakeholders in your change initiative. Then, drawing on Table 2 above, create a stakeholder engagement plan.

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Your stakeholder map and engagement plan may evolve during the lifecycle of your change initiative, as you identify and adjust requirements. It is sensible to allocate time to review these at each stage of the process to ensure that your approach continues to be appropriate for the needs of your stakeholders and the needs of the initiative.

Having started to think about your change management process and engaging the stakeholders, you now need to plan ways to communicate the change. This is what we explore in the next section. If you are new to stakeholder management, you may wish to explore the Discovering management course on the OpenLearn platform.