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Positive Participation:


As you can see, initially developing your
agency’s stakeholder map is a complex process. Additionally, keeping the map
updated at least monthly is quite challenging. Were the above not enough, there
are two more steps. The first is to identify positive participation for each
key stakeholder: those people on the map whose names are underlined or who have
wavy lines under their names.


Each key stakeholder on the map is there
because you have determined that he has the potential for high influence in
relation to one or more of the agency’s primary outcomes. Your task now is to
articulate exactly what the individual can do to influence the specific outcome
for the agency.


This is a point to never forget. Anyone who
can actually influence one of the outcomes has the “power” to influence
that outcome in either a positive or negative direction. An individual who can
help the agency can also hurt it, to exactly the same degree he can help. Keep
in mind the Chinese symbol for crisis: opportunity and danger. If you ever
overlook or discount the potential danger, you run the risk of foreclosing the
opportunity. If the individual stakeholder wants to help, he will help today.
If he wants to “hurt,” he will do that when the time is right for
him, probably when you least expect it.


•    You cannot afford to offend or alienate any
stakeholder, ever, for any reason.


With this caveat in mind, exactly what can
each key stakeholder do to positively influence the related outcome in a way
that benefits the agency? Yes, stopping behavior that works to the agency’s
disadvantage may be an appropriate strategic communication goal for a specific
stakeholder now and then. The question here is simply: What can the specific
stakeholder do to increase the agency’s ability to reach the specific outcome?


Stakeholders can either increase resources or
authorization or both. More specifically, a stakeholder can increase financial
resources or other types of resources that are potentially useful in furthering
the pursuit of one of the primary outcomes. For example, a stakeholder may be
able to increase the agency’s access to particular expertise, access to
facilities or opportunities, or other non-financial resources. Additionally, a
stakeholder may be able to directly authorize the agency to do something it
needs to do or provide permission to become involved in an activity such as
directly providing alcohol and drug services to agency clients.


Using only one sentence, answer this positive
participation question. What can the stakeholder do to help the agency (PP)?
How can he increase resources or authorization? For the stakeholder, PP = ?


Under the name of each key stakeholder on
your map, write, in one sentence, the answer to the positive participation
question in the form PP =….





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