Perhaps the most useful part of the stakeholder analysis is the identification of the “win” for each stakeholder viewpoint listed. Determining the win provides the information necessary to convince stakeholders that they should participate. Presenting the project as an opportunity for an individual to achieve his or her win is a way to create relevance and assure ongoing participation. A full understanding of a stakeholder’s win is usually not attained until a discussion with the stakeholder has occurred. At the heart of any win is an underlying need. For instance, a stakeholder group might initially say that a win for them is to have nothing change. But after further questioning, it becomes apparent that the real win for the stakeholders is to maintain their privacy, security, and property values. Understanding these implicit needs is essential for a charrette team as they create alternatives capable of delivering the win.

The outreach process ideally occurs at three levels:

1. The large public gathering–such as lectures and workshops
2. The group meeting­–such as neighborhood organization, steering committee, or Chamber of Commerce meetings
3. The individual or small group meeting, which consists of one to five people.

The project management team, often led by a public involvement specialist, develops a strategy for contacting stakeholders. A successful outreach program is based on a clear set of main messages about the project purpose and process. These main messages should be used in all outreach communications including press releases, presentations, and individual conversations. An effective outreach program describes the project in terms of its relevance to the targeted audience, the basis of which are the “wins” described in the stakeholder analysis. An example of a main message is: “The project will seek to provide a balanced solution to the housing shortage for people who work in Springfield.”