Stakeholders and Their Impact on the Project

Project overview statement:
Australian Broadcasting Corporation (ABC) being founded in the year 1929 has established
itself as a hallmark as a national broadcaster. The corporation prouds itself in providing range
of services in television, radio, mobile throughout metropolitan and regional Australia.
Recently, Australian Broad casting Corporation (ABC) plan to move into lifestyle content.
The project requires small team and provides opportunity for existing staff to work on a new
and exciting project. The funding part of this project will be handled by the ABC content
fund of $20 million and will compile content from Television, radio, News, RN, regional,
local, online and podcast (Duke, 2018).
As a program manager and as a leader of a small team, we have identified range of programs
that relates to the identity, culture, foods, health, personal stories and many more that needs
to be compiled as a part of the project for Australian Broadcasting Corporation. Such content
is neccessiated from the facts that there is a need to see fellow Australian with one identity
even though the lifestyle, food and culture being different with the change of places and pools
together to form a single identity as a fellow Australian. The whole idea/ goal of this project
would be to cash in on the opportunity of accelerating content for ABC Life that would add
value to the existing quality of content. The project deadline is decided to be of one year and
would include 50 people from the existing team and are specialist in different domains such
as content editor, technical media expert, directors of editorial policies and director of the
legal and business affairs etc. The goal/objective of this project is that there is already loads
of content online, Television or radio that speaks or talks about the Australian lifestyle but
still there is a big gap in giving a more intrinsic value to the quality of content by enriching
these content by excellent analysis, providing new perspective that also complies with the
charter of the ABC and at the same time generates the feeling of oneness amongst the fellow
Australian. The idea is also to generate funds from the external sponsor by engaging them

through the concept of project, persuading them where we currently are where we wants to be
in the time period of one year. What value we are putting to the stakeholders identified, and
how there is a win-win situation to all those who has stake in such project. The risk that may
involve in this project may be from different stakeholders i.e. from internal or external stake
holders who needs to be continuosly engaged throughout the process of initiation of the
programs and during the execution part of the program. Balancing the stakeholders
requirement, needs and thier worries would be an essential part throughout the process of
program execution. The failure and the success of the project would largely depends upon the
effective communication i.e. engagement of stakeholders and if not handled properly would
threaten the sustainability of the project (Kujala, 2019).
Project Lifecycle:
The project is in the initiation phase of the project lifecycle, and requires planning on the
different aspect of the project. In the initiation phase active engagement with the stakeholders
that is internal and external stakeholder needs to done. There is a need to understand thier
requirement, the identification of the problem area needs to be done in this phase of the
project lifecycle. The other aspect while initiating the project would be development of the
project team and leadership role who would envision the current state of the project and
where it needs to reach in the near future. The project in consideration here is generating
content for ABC lifestyle where currently the planning is done in regard to the shared
responsibilities, what would be the activities required to accomplish the task, fixing of goals/
objectives and how these objectives would be achieved (Chandana, 2017). The desired state
of the project should be compiling all the relevant content related to Australian lifestyle
where the audience can get an additional insight and value by viewing these programs. In
order to reach the desired state the leadership for this project would play the pivotal role in
ensuring change that are required for maintaing the right track of the project and intervene

incase of any deviation from the proposed plan. This is to say that the project needs to have a
description or the statement of work, what needs to be done, how do we achieve the shared
objective, what will be the key milestone, how do we measure the success through the use of
metrics, the other part of the plan would be the work breakdown structure which is a
cascading arrangement for the project specific task that also includes budget allocation and
managing the resorces. So the planning phase would include all those activities required to
complete the task. The third part of the project plan is work package. Work package is the
assignment of the specific task and responsibilities. Collection of work packages are used to
create the various level of the work break down structure. Together they make the
deliverables that must be submitted by each team (Monnappa, 2019). As in the case of ABC
lifestyle the benefit of the project would be in the form of its expected contribution to the 5%
growth in overall revenue generated by ABC corportaion from sponsorship and the
challenges could be in the form of conflict, legal issues and technological challenge.
Stakeholder analysis:
All those who has the vested interest in the accomplishment of the project can be said to be
the stakeholder. These stakeholders can be internal or external and as a project manager my
job is to identify the stakeholder so that we include them to have an active engagement
throughout the process of project or program execution. It is an important aspect for the
success of project to assess and analyse different stakeholder and citing the case of ABC
lifestyle the internal stakeholder would comprise of project manager of different team,
director of the different functional department, senior management, internal customer and the
team associated with the project itself whereas the external stakeholder would have viewer,
sponsorer, content supplier, content creator, copyright official and so on who is directly
associated with the impact of content. Currently the project is in the initial phase and this
would require more engagement with the stakeholders. This balancing of stakeholders can be

done by maintaining a register on basis of thier influence and designation in a different
organization and thier contact details. Many of these stakeholders helps in providing valuable
input that are necessary for the right direction to the project. The objective by now is already
decided i.e. to say that to increase the revenue by 5% of ABC from the execution of program.
In order to achieve the this revenue from sponsorer, ABC has to enrich the content, dive deep
into needs of the viewer, similar popular content of program can be shown with the change of
angle and to deliver all this requires loads of data, engagement with the internal team who
can assess deep with the data of viewers. These data analyst as an internal stakeholder can
play a crucial role in providing the funnel and setting a trend for the project, making a
calculated assumption as to what exactly should be done to move the project where we
wanted them to move. On the other hand external stakeholders can be equally helpful for the
project to let the project manager identify the gaps, the changes required in order to make it
more quality driven, taking fruitful advice if any, identifying the problem areas and informing
the external stakeholder at a regular interval mitigates the risk associated with the project. All
this can be done by framing the policies and rules at workplace. The method of
communication channel, the priorities of stakeholders as per thier influence and stake. Who
should be contacted and for what purpose and what is his expectation?
Work breakdown structure:
The project overview statement and requirement documentation guides us what are the
component of work that needs to be be breakdown into different component. The tools that
are required to how make work breakdown structure are scope management plan, enterprising
enviornmental factor and organizational process assests. The tools and techniques required
for the problem that needs to be decomposed through decomposition that means dividing the
work into component and the second technique that helps in careful breakdown of work is
through expert judgement.