Identifying Key Target Audience– Stakeholder analysis

1. Identifying Key Target Audience– Stakeholder analysis Science Communication Training Workshop September 17-18 , 2012 Lukenya ,Kenya Faith Nguthi ISAAA, AfriCenter

2. Definitions • A stakeholderis any person or organization, who can be positively or negatively impacted by, or cause an impact on the actions of a strategy or organisation • Stakeholder analysis refers to the action of analyzing KAPof stakeholders towards something (most frequently a project)

3. Types of stakeholders • Primary stakeholders : those ultimately affected, either positively or negatively by an organization's actions. • Secondary stakeholders : ‘intermediaries’, persons or organizations who are indirectly affected by an organization's actions. • Key stakeholders : have significant influence upon or importance within an organization.

4. Goal of stakeholder analysis • Developing cooperation between the stakeholder and the organization and, ultimately, assuring successful outcomes for the organization.

5. Stakeholder analysis helps in identifying • Stakeholders' interests • Mechanisms to influence other stakeholders • Potential risks • Key people to be informed about the project during the execution phase • Unsupportive stakeholders as well as their adverse effects on the project

6. Three Ps of Stakeholder analysis • Process: How can we best discover the needs of our stakeholders? • Preparation: What information do we need to collect from stakeholders, and how do we plan to use that information? • Performance:What is the most effective way to act upon the information gleaned from the stakeholder analysis?

7. Stakeholder Analysis tools • Stakeholder Assessment Map (SAM) • Net mapping

8. SAM - Discovering the needs of stakeholders the “four Is" • Identification -Who are the key stakeholders? • Interest -What are the goals, motivations, and interests of the key stakeholders? • Influence- What is the power and influence of each key stakeholder? • Impact-What is the importance/impact of each key stakeholder on the organization?

9. Identifying stakeholders • Who will receive the deliverables of from the operations of NBA? • Who will work with you to implement the operations, both from your organization and from the client organization? • Who is considered an expert from your organization and from the client organization about different aspects of the operations?

10. Stakeholder identification along the Product developmentpathways- Farmer release, post market surveillance Extensive riskassessment Field testing For each phase: Differentstakeholders; different messages, Greenhouse Laboratory Source: PBS Docs, ISAAA collections.

11. A Stakeholder Assessment Map Source:www.stakeholder.com

12. Identifying stakeholders influence & interest Stakeholder quadrant Power/influence of stakeholders Interest of stakeholders www.stakeholdermap.com (Bryson 1995: 71 -5).

13. Identifying Influence • What legitimate authority do stakeholders have in the organization (e.g., are they responsible for budget)? • From where do stakeholders get their leadership authority (e.g., is it formal or informal)? • How much negotiating power or influence do stakeholders have over others?

14. Identifying Interest • What direct benefit do stakeholders expect to get from NBA? • What ancillary outcomes do stakeholders expect as a result of association with NBA? • How do stakeholders feel about each other? • Do stakeholders have conflicts of interest concerning NBA decisions? • For which stakeholders does NBA help to meet their goals, needs, or interests (or not)?

15. Identifying Impact Based on your understanding of the stakeholders, • How will each stakeholder impact the organisation/NBA (negatively or positively)? • How much will these impacts affect the operations of NBA? • If they have a negative impact on NBA, how can you prevent or correct the situation?

16. Strategies for engaging with stakeholders

17. Key stakeholders • Have a high influence/power on your organisation and a high interest in its success or failure. • They are integral to the success of the organisation • Identify them early, understand their motivations and develop an engagement strategy to ensure that their requirements are captured and their needs met.

18. Establish concerns, level of influence preferred means of communication e.g. thro Netmapping Source: PBS Uganda

19. E.g. Schematic Cotton Stakeholders NARO information seeds CDO EU organic markets seeds money National and international Certifiers money money Uganda Ginners & Cotton Exporter Association Organic Ginneries Conventional Ginneries National Agric. Advisory Service money money External Market Actors Exporters seeds money money money Local textile industry Private Agents seeds information money Oil Mills seeds money information Farmers Input Dealers money information Conventional Organic information information NOGAMU LANGO Source: PBS Uganda

20. Way forward • Get together the stakeholders that you have identified here for a workshop • Repeat this process to compare and cross-validate information about the same stakeholders • This will provide a fuller picture of the stakeholders in the organization

21. THANK YOU www.isaaa.org

22. Exercise • Through brainstorming session create a mind map of the stakeholders you will need to engage in your communication strategy • Capture every name, organisation or type of stakeholder you can think of. • Using the stakeholder quadrant Identify various stakeholders according to their level of interest and power