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Implementors’ Foci Stakeholders’ Foci

-Official view of plan/purpose -Alternative views of change plan/purpose

- Answering questions -Asking questions

-Correcting misinformation -Seeking outside expertise

-Listening for rumors -Providing additional expertise and insight

-Soliciting insights -Knowledge production

Inviting active participation

Implementors’ Foci Stakeholders’ Foci

-Positive selling -Raising new arguments

-Acknowledging and refuting others’ arguments

-Engaging over refutation provided by implementers

-Forewarning of some negatives to provide realistic preview for positive stakeholders

-Inoculating fellow stakeholders to implementer arguments

Implementers’ Foci Stakeholders’ Foci

-focus on how cooperation with change provides advantage or how lack of cooperation will run risk of loss

-Identifying new gains and losses not noted by the implementers

-Gains/losses will be in terms of organization well-being; central mission of organization; individual stakeholders’ gains and losses

-Refutation of some predictions of gain/losses as unlikely or more likely

Implementers’ Foci Stakeholders’ Foci

-Blanket message or marketing to specific stakeholders

-Tailoring messages for each stakeholder group or using blanket strategy

-Determining high-value interests and information needs of key stakeholders

-Sharing targeted messages with other stakeholders for comparison/consistency

Implementers’ Foci Stakeholders’ Foci

-Communicating need and/or urgency for change

-Supporting, refuting, and/or questioning need, urgency, and efficacy of messages

-Communicating “we can do it” message to stakeholders

-Advocating alternative “need” messages