Even the best communication plan can fail if key stakeholders aren't identified and engaged. The people who support, communicate, and embody the project are essential to ensuring buy-in, understanding, and adoption.
Let’s see who these actors are and how to mobilize them effectively.
Sponsors and management play a strategic role: they support the project, make decisions, and set an example. Their visible commitment reassures and motivates teams.
Involving them from the start helps clarify the vision, define priorities and create lasting alignment with the project objectives.
Field relays and managers facilitate downward communication and concrete action. They translate the vision into daily practices, create local momentum and ensure that the message is understood and applied correctly.
Their role is central to ensuring consistency between strategy and actions on the ground.
Ambassadors or key users relay the project, test solutions, and provide feedback. Their credibility and proximity to their colleagues or teams encourage buy-in and reinforce the relevance of communication actions.
Identifying these profiles and giving them an active role helps make the project a collective success.
Mapping stakeholders and defining their responsibilities helps organize interactions efficiently throughout the project. This structure clarifies who is involved when, who disseminates messages, and who provides feedback.
It also includes the frequency of touchpoints and coordination between sponsors, managers and ambassadors, ensuring that everyone plays their part in the overall success of the communication.
Projects always involve people, not just tools or messages. Identifying, engaging, and structuring stakeholders is a powerful lever for transforming a plan into concrete and effective actions. The next step is to define the messages and communication media, so that each stakeholder can transmit the right information at the right time.