Power x influence matrix for projects

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So what happens? Engagement is very low, because how can you create dialogues without understanding the personas?

Therefore, it is necessary to take a previous step, prepare a communication diagnosis, followed by the integrated communication plan.

And it is in the diagnosis phase special data  that we can get to know our audience map, yes! Also called stakeholders or interested parties in a project . Far beyond the idea of ​​target audience , stakeholders are the parties that impact and are directly impacted by the company's actions and its communication policy.

Methodology Power x influence matrix
One of the methodologies for mapping stakeholders is the power and interest matrix, a methodology that comes from project management.

It consists of a tool that maps the type of power and interest relationship between interested parties (PI) throughout the entire life cycle of a project.



Therefore, the power and interest matrix is ​​a qualitative analysis and its main objective is to better understand the stakeholders and their actions, thus helping to create specific strategies to manage this relationship.

The first step is to collect information from stakeholders, considering:

Your history of interactions with the brand;
Information collection;
Whether they are influencers or detractors;
Degree of participation in brand communication initiatives
How to create the Matrix of power and interest?
In this sense, experts Eden and Ackermann recommend the use of the Power and Interest Matrix, from which we will have interested parties organized into 4 quadrants, following the guidelines of Consultant Nino Carvalho:

Low power and low interest – Minimum Effort – are stakeholders who tend to have little influence and little interest in their organization. Do not apply efforts in these cases.
Low power and high interest – Keep Informed – these audiences are very interested in what your organization does, but they don’t have much power. Use communication to keep them informed and know that, as a group (especially with the possibilities of the digital environment), these stakeholders can make an impact.
High power and low interest – Keep them satisfied – here it is necessary to make concrete efforts to keep them happy. Stakeholders in this quadrant have power and their level of interest can change quickly if they are not satisfied.
High power and high interest – Main Audiences – this group must be managed very closely. Your focus should certainly be here and your efforts should always prioritize audiences in this quadrant. If, due to lack of resources, you need to focus on a few stakeholders, look only at those listed in this quadrant.