Series on Effective Stakeholder Management: ESEI Stakeholder Management


Series Introduction

By Dr. Lynda Bourne

Melbourne, Australia

Using the Effective Stakeholder Engagement Initiative (ESEI™ – pronounced easy) is probably the quickest way to create an organisational culture focused on achieving success based on mutually beneficial stakeholder engagement. The freely available Stakeholder Circle® methodology underpins ESEI; offering organisations a range of options to build their stakeholder relationship maturity from an ‘ad hoc’ initial use of some processes to ‘Level 5’ in the SRMM® maturity model where measurements of the attitude of the stakeholder community are used for health checks, predictive risk assessment and management.

There are two components to ESEI stakeholder management:

  • A thorough assessment of the stakeholder community to identify who in the community is really significant at this point in time, so appropriate engagement activities can be planned.
  • Effective communication management to implement the planned stakeholder engagement activities and monitor their effectiveness, both at the individual level and across the whole stakeholder community.

Both elements of the ESEI stakeholder management approach need to be routinely reviewed and adapted to optimise the effort being expended on stakeholder engagement and maximise the probability of a successful outcome, that delivers the anticipated value, the project or program was initiated to achieve. Additionally, there needs to be processes and capacity within the overall stakeholder engagement effort to deal efficiently with ad hoc communication requirements and issues as they arise.

This series of articles will map out the key components of the ESEI stakeholder management approach and show how they support: Ed Freeman’s ‘Stakeholder Theory’, an organisation’s commitment to GRI Sustainability Reporting Guidelines and ISO 26000, and offer a cost effective way to enhance the probability of project, program and organisational success. Over the next 14 months, this series will cover the following topics:


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Editor’s note: This series of articles on effective project stakeholder engagement is by Lynda Bourne, PhD, Managing Director of Stakeholder Management Pty Ltd (Australia) and author of the books Stakeholder Relationship Management and Advising Upwards, both published by Gower (UK). Dr. Bourne is one of the world’s leading authorities on program/project stakeholder relations. See her author profile below.

About the Author

Dr Lynda BourneDr. Lynda Bourneflag-australia

Melbourne, Australia

Dr. Lynda Bourne is Managing Director of Stakeholder Management Pty Ltd – an Australian based company with partners in South America and Europe. Through this global network she works with organisations to manage change through managing the relationships essential for successful delivery of organisational outcomes.   Lynda was the first graduate of the RMIT University, Doctor of Project Management course, where her research was focused on tools and techniques for more effective stakeholder engagement. She has been recognized in the field of project management through her work on development of project and program management standards. She was also included in PMI’s list of 50 most influential women in PM.

She is a Fellow of the Australian Institute of Management (AIM) and a Fellow of the Australian Computer Society (ACS). She is a recognized international speaker and seminar leader on the topic of stakeholder management, the Stakeholder Circle® visualization tool, and building credibility and reputation for more effective communication.   She has extensive experience as a Senior Project Manager and Project Director specializing in delivery of information technology and other business-related projects within the telecommunications sector, working as a Senior IT Project Management Consultant with various telecommunications companies in Australia and South East Asia (primarily in Malaysia) including senior roles with Optus and Telstra.

Dr Bourne’s publications include: Stakeholder Relationship Management, now in 2nd edition, published in 2009, the second, Advising Upwards in 2011. She has also contributed to books on stakeholder engagement, and has published papers in many academic and professional journals and is a columnist for PMI’s PM Network. Her next book Making Projects Work is due for publication in 2014.

Dr. Bourne can be contacted at [email protected].

To see more works by Lynda Bourne, visit her author showcase in the PM World Library at http://pmworldlibrary.net/authors/dr-lynda-bourne/