Identify and analyze an individual or group that would be negatively impacted by the recommended solution identified in your group’s technical report; create a profile that describes traits that can be used to build communications as well as those that may present obstacles.

Task: Identify and analyze an individual or group that would be negatively impacted by the recommended solution identified in your group’s technical report; create a profile that describes traits that can be used to build communications as well as those that may present obstacles; this is an individual assignment although coordination with your group is advisable
Purpose: To consider those “negative stakeholders” impacted by the issue you’ve selected, gain a better understanding of their perspectives and motivations for responding negatively to your recommended solution; anticipate and prioritize their concerns as potential obstacles
Criteria for Success: Negative stakeholder profile should contain various informational components as well as one thoughtful estimation of what that stakeholder’s primary concerns might be; profile should contain some surface-level (not exhaustive) research to reinforce traits of these target audiences.
Overview
Those involved in the development and implementation of any project should consider the stakeholders that will be impacted. “A stakeholder,” describes researcher Ingie Hovland (2008), “is a person who has something to gain or lose through the outcomes of a planning process or project” (p. 8). According to a basic stakeholder analysis model (see figure 1), these individuals and groups range in the levels of interest invested in the project. Stakeholders also vary in the levels of power they wield to influence the outcomes of a project.

There are many reasons to conduct a stakeholder analysis. “It is often beneficial for research projects to identify and analyze the needs and concerns of different stakeholders,” Hovland continues, particularly when these projects aim to influence policy” (8). It could be argued that one of the issues in curbing the spread of COVID-19 is the poor assessment of negative stakeholders and their ability to organize their efforts to disrupt safety protocols. Is this a case of citizens (high interest) attempting to influence policies they have little power over?

For this analysis, you will identify and consider a specific audience that will be negatively impacted by the recommended solution identified in your group’s technical report. This may be an individual (politician, boss, etc.) or a group (neighborhood, co-workers, etc.) that are external or internal to the imagined organization your group represents. If you’re having a difficult time coming up with an individual or group that would react poorly to your solution, consider who stands to lose (or perceives loss of) what they value. Reviewing the template provided may also help.
The challenge of this assignment is to not only identify negative stakeholders but sympathize with their perspective and develop a strategy that can help mitigate potential obstacles. Do the project details need to be better communicated? Does the project have to be adjusted to accommodate specific needs?
Review pages 8-9 of Hovland’s report, “Successful Communication Toolkit”
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for a good description of stakeholders and a simple analytical method that can be used. Use the template
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provided as a guide. Expand on it as you see fit.
Successful analyses will avoid merely stereotyping members of the public based on demographic features. They will make a clear and evidenced case (some research will help here) for the content of public argument around a topic, taking account of arguments on both sides, and noting (without reconciling) the conflicting interests people may have in the topic.
Procedures
Review your group’s recommended solution, the profile template, and pages 8-9 of Hovland’s toolkit
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.
Identify an individual or group that will be negatively impacted by the solution’s implementation. Jot down your own understanding of the stakeholder(s): what are your assumptions? what are you unsure of?
Look for potential negative stakeholders in the news. This will make it much easier to assess their response. Use your findings in your profile. A quotation and reference will support your findings and will make this assignment easier. The article’s comments section can be…interesting…but an invaluable source of info when it comes to getting the “pulse” of the public.
Once you’ve decided on an audience to focus on, it might be worth reaching out to your group to exchange ideas and compare stakeholders. It’s okay if there are identical selections – but be sure to be as specific as possible. “Politicians” will yield worse results than “Milwaukee Mayor Tom Barrett” for example.
Complete the profile to the best of your ability. There may be some guesswork and uncertainty involved. How can you better fill in these gaps? [hint: research]
Proofread for clarity, specific language, and an authoritative voice.
Submit to Canvas by Friday, June 18.
Image taken from: High, Chris & Nemes, Gusztv. (2020). “Purpose and perspective: using soft systems methods in stakeholder analysis.”
(Links to an external site.)
Original published by Hovland, Ingie. (2005). “Successful communication online toolkit.
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