A project manager is conducting stakeholder analysis for a new product launch. One key stakeholder, the Head of Sales, initially expressed high interest in the project but has since become less engaged, missing meetings and providing minimal input. This stakeholder has high formal power within the organization. According to the Salience Model for stakeholder analysis, which attribute has likely decreased for this stakeholder, and how should the project manager adapt their engagement strategy?
- AUrgency; the project manager should move them to a 'Keep Informed' strategy.
- BPower; the project manager should monitor them less frequently.
- CUrgency; the project manager should re-engage to understand their changing priorities and re-emphasize the project's relevance.
- DLegitimacy; the project manager should reduce communication with them.
Show answer & explanationAnswer & explanation
Correct answer: C. Urgency; the project manager should re-engage to understand their changing priorities and re-emphasize the project's relevance.
The Salience Model considers Power, Urgency, and Legitimacy. The Head of Sales still has high power. Their decreased engagement suggests a reduction in 'Urgency' (how quickly their attention is required or how critical their input feels to them). The project manager should re-engage to understand why their urgency has dropped and re-emphasize the project's relevance to their priorities, aiming to increase their urgency and re-establish their engagement.
Why the other options are wrong
- A. While urgency may have decreased, moving directly to 'Keep Informed' (a lower engagement strategy) for a high-power stakeholder is risky without understanding the root cause or attempting to re-engage.
- B. Their formal power has not decreased. Monitoring less frequently is dangerous for a high-power stakeholder.
- D. Legitimacy (their authority) has not changed. Reducing communication is risky for a high-power stakeholder.
Salience Model - Urgency
One of the three attributes in the Salience Model, defining the degree to which stakeholder attention is required, based on time sensitivity or criticality of their claims.
- High urgency demands immediate attention.
- Can change over the project lifecycle.
- Project managers must adapt engagement based on changing urgency.
Memory trick: Power, Urgency, Legitimacy: The changing trio of stakeholder salience.