Stakeholder Analysis
Another critical step in designing a public participation program is identifying the people that should be involved. A stakeholder is an individual or group that has an interest or “stake” in an issue, decision-making process, or activity because they are likely to be affected by or have some influence over its outcome. Individuals who are familiar with the local community—including members of the plan commission, local officials, staff and community members—can help to identify stakeholders, strategies for involving each group, and key contacts.
A typical stakeholder analysis might include the following questions:
- Who are the individuals and groups that have an interest in, are affected by, or may be able to influence the decision?
- What are their goals, motivations, and interests?
- What level of knowledge do they have about the project? Is it accurate?
- Are they likely to support or oppose the project or decision?
- How much power and influence do they have over the decision? Over other stakeholders?
- What resources can they bring to the table?
- What strategies should be used to communicate with and involve each group?
- What strategies are needed to manage negative involvement?
A stakeholder analysis is important because it allows you to better understand your target audience and tailor the public participation program accordingly. Many communities find it is useful to include key stakeholders in the design of the planning and public participation process itself. At a minimum, a draft public participation plan should be distributed to stakeholders for review and input. While these steps may add time to the overall process, they foster a sense of ownership and generally result in better participation.
A perennial challenge of public participation is identifying and getting input from a broad cross section of the community. Make sure to include techniques to connect with underrepresented groups and the community-atlarge. Neglecting to reach out, inform, and offer to engage with the broader community runs the risk of excluding those who are not represented by a targeted stakeholder group or those who are not aware of their interests.
Is Participation Representative of Your Community?
Many communities find differences in participation on the basis of gender (more men than women), age (less involvement by the very young and very old), ethnicity(less participation by ethnic minorities), political persuasion (more participation by those on the left), and education (more participation by the well-educated). What differences exist in your community? What steps can you take to encourage more representative participation?
“Critical Factors for Enhancing Municipal Public Hearings.” Baker, Addams and Davis. Public Administration Review. Vol. 65, No. 4, 2005.
