Direction of Influence
Direction of influence refers to the categorization of stakeholders based on the direction in which they can exert influence relative to the project: upward, downward, outward, or sideward.
Explanation
Direction of influence is a classification approach used during stakeholder analysis to understand the nature of each stakeholder's relationship to the project. Upward influence refers to stakeholders above the project manager in the organizational hierarchy, such as senior management, the sponsor, and the steering committee. Downward influence refers to those who report to or are directed by the project manager, such as team members and subcontractors.
Outward influence refers to stakeholders outside the organization, including customers, suppliers, regulatory agencies, and the public. Sideward influence refers to peers of the project manager, such as other project managers, department heads at the same level, or subject matter experts who have lateral influence without hierarchical authority.
Understanding the direction of influence helps the project manager select appropriate engagement strategies. Upward stakeholders require formal reporting and alignment with strategic goals. Downward stakeholders need clear direction and motivation. Outward stakeholders require tailored communication and relationship management. Sideward stakeholders often require negotiation and collaboration.
Key Points
- •Four directions: upward, downward, outward, and sideward
- •Upward: senior management and sponsor; Downward: team and subcontractors
- •Outward: customers, suppliers, regulators; Sideward: peers and other PMs
- •Each direction requires a different engagement and communication approach
Exam Tip
If a question asks about categorizing stakeholders by their relationship direction to the project, the answer is direction of influence. This is distinct from models that measure power or interest levels.
Frequently Asked Questions
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The power/influence grid is a stakeholder classification model that groups stakeholders based on their level of authority (power) and their active involvement or ability to affect the project (influence).
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Part of
Stakeholder Management
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