If we are involved in managing change, we will come across the terms Stakeholder Analysis, Stakeholder Management and Stakeholder Engagement. So what is the difference between these three concepts? Let's take a look at some definitions from dictionary.com.
To Analyse
Management Concept
- to determine the elements or essential features of
- to examine critically, so as to bring out the essential elements or give the essence of
- to examine carefully and in detail so as to identify causes, key factors, possible results, etc
So essentially, Analysis is about understanding.
To Manage
- to take charge or care of
- to dominate or influence (a person) by tact, flattery, or artifice
- to handle, direct, govern, or control
So while Analysis is about understanding, Management is about control.
To Engage
- to occupy the attention or efforts of a person
- to secure for aid, employment, use, etc.
- to attract and hold fast
- to attract or please
So Engagement is really about attraction.
In my seminar, The Art and Science of Stakeholder Engagement, I refer to Stakeholder Analysis and Management as the 'science' - it's about understanding your stakeholders and communicating with them in an ordered and controlled way.
The 'art' is the pure engagement aspect and is very different. This is all about attracting people to you and your proposition and engaging them emotionally so that their interest is sustained. This is the part that is often missing from what we do.
Science takes place in the head, whereas art comes from the heart. We need the science to keep us rational and organised. But, since people operate and communicate at an emotional level most of the time, we also need to connect with people more deeply and keep their interest. That's the art.
Stakeholder Analysis - Management and Engagement
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