4 reasons why a one-cap-fit-all approach to Stakeholder engagement always fails.

 

Studies have shown that poor management of stakeholder engagement is the cause of many projects failure. Despite this proven body of knowledge that acknowledges the inevitability of stakeholder engagement in any project undertaking, some entities, being private or public, continue to develop and implement projects without recourse to the typology of stakeholder engagement, which includes, Stakeholder identification, Stakeholder analysis, Stakeholder engagements and Stakeholder Communications. On the contrary, these entities adopt a one-cap-fit all approach to engaging their stakeholders. In this article, four reasons why the one-cap-fit-all approach should be avoided in stakeholder engagements are provided.

Diversity of Stakeholders:

Firstly, the one-cap fit all approach to stakeholder engagement is counterproductive. This is because stakeholder groups differ in expectations, needs, and wants. Using the one-cap-fit all approach will deny project managers the opportunity to understand the expectations of diverse group of people who may be impacted or impact a project, as well as those who can influence same. This can lead to conflicts and affect the success of any project implementation. A proper Stakeholder identification, mapping and analysis will cure this situation and ensure that different stakeholder groups are engaged and communicated to in a manner that foster strong collaboration.The sub-culture of bulking people together has never been an effective option for engaging people who matters.

Secondly, human-beings are complex:

The human being is a complex being, with complex values, perception, experiences, and beliefs. Per theories of Selective Perception attention, we know that people will only pay attention and support something that fit their existing values, experiences, and expectations. It is for this reason that attempting to influence people on a project must be deliberate and intentional. This means that using a one-cap-fit-all approach to influence a complex entity like the human being will not work. In Ghana, for instance, numerous projects have been abandoned and unutilized because they were not demand -driven. For some of these projects, people out rightly dismissed it because those projects affected their values and belief system. The usually leaves in its wake debts and avoidable financial and human capital waste. To reverse this trend, especially in the pubic sector, it is imperative that  a one-cap-fit-all approach to stakeholder engagements, which lump people's interest together, without respect for their nuisance,  is avoided.

Thirdly, different stakeholders have different yardstick for evaluating project success.

Usually, projects are not demand-driven. Some organizations, be it an NGO, private sector, or public entity, develop and implement projects, and products with their own success matrix in mind.  Although their intentions may be good, project’s outcome may not be acceptable to the different facets of stakeholder groups. Because stakeholder engagements are usually not properly implemented, different stakeholder groups will have different view and benchmark for evaluating their level of engagement and involvement, as well as the success of the project. The adage that what is good for the geese is equally good for the gander, may not be in the case for stakeholder engagement. Indeed, this line of  thinking is counter-productive, especially when dealing with people who have either vested or vicarious interest on an issue.

Finally, Stakeholder-Influence and Interest may be conflicting: Theories like Stakeholder theory and Agency theory, suggests that at every point, the interests, priorities, and influence of stakeholders may be different and diverse. Indeed, contingency theory, suggests that the interests and intentions of stakeholders can even be conflicting. It therefore stands to reason that adopting a one-cap-fit can lead to conflict among stakeholders, who are required to collaborate. Proper stakeholder engagement will ensure that the different interests, expectations, and needs of stakeholders are properly aligned or converged to avoid conflict.

In conclusion, the one-cap-fit all approach to stakeholder engagement should be avoided as it is counter-productive to effective and efficient project conceptualization and implementation. In the public sector, this orientation to public service delivery, has led to enormous wastage.

Samuel Osarfo Boateng

Writer/ Blogger/ Researcher

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