Public Relations Of Project Management


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One of the most important responsibilities project managers have is communications. Good project managers spend up to 90% of their time communicating. In today’s business climate, to keep projects or engagements funded, project managers must continually “market” the features, advantages, and benefits of projects – even if approved. Therefore it becomes imperative to maintain the passion and enthusiasm for the goals and positive outcomes of the project through constant impactful communication.
Most people think of communication in obvious ways such as status reports and presentations. Smart project managers learn to turn routine rituals and sacraments of projects such as team meetings, tollgate phase reviews and any other gatherings into an opportunity for project marketing. This presentation will reveal tips on how to create a public relations campaign for your project by utilizing multiple creative channels. It will also talk about creating success recognition systems to advertize the wins of the project.

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Public Relations Of Project Management

  1. 1. The Public Relations of Project Management Presented by:Cindy Vandersleen, PMP, CSM TheProjectCoach
  2. 2. AgendaPrepare Your Public RelationsCampaign• Analyzing stakeholder interests• Planning “Success Recognition Systems”• Crafting valuable message content• Delivering a cohesive campaign through multiple communication channels
  3. 3. AgendaExecute Your Public RelationsCampaign Using existing communication channels Leveraging non-project communication channels Introducing new and creative communication channels
  4. 4. Challenge90% time spent in communicationsAny gathering is an opportunity formeaningful communicationTo keep funding, never stop“Marketing” benefits andachievements of your project
  5. 5. ChallengeSuperconducting Super Collider
  6. 6. Challenge• Maintain passion & enthusiasm through constant impactful communication.• Project Manager is project ambassador.• Never take sponsors’ good will for granted.
  7. 7. PR Principles• Vital information to (Message content focused on benefits)• Critical stakeholders in a (Sponsors/customers/key influencers)• Timely manner with a (Responsiveness) Controlled message (Spin / Nuance)
  8. 8. PR Campaign PreparationProject Communications Plan is aboutinformation: Time, Cost, Scope, Risk,QualityProject PR Campaign is about projectFeatures, Advantages and BenefitsPR Campaign extendsCommunications PlanFocus on the benefits, not the data!Deliver through a variety of differentchannels
  9. 9. PR Campaign PreparationSell the Sizzle,Not the Steak!
  10. 10. Planning Success Recognition SystemsIdentify vehicles to herald small“Wins”Successful projects areaccumulation of small victoriesTeam members – unsung heroesDon’t let well executed projects bea secret
  11. 11. Planning Success Recognition Systems• Use PR expertise to communicate value of achievement to business• Small Win example – Unit test • Before: The development team completed unit testing • After: The team has successfully completed developer level testing of the new system modules. This positions us well to have a smooth experience during the upcoming user acceptance testing, and sets us up significantly closer to our goal of on time system delivery.
  12. 12. Planning Success Recognition Systems Plan ways to “toot your horn” as accomplishments occur Gives credit to team members Maintains stakeholder mindshare
  13. 13. Message Content: Scope CommunicationEssence of what defines successHigh potential for confusion Stakeholders hold differing visions Difficult aspect of project Learning curves Data conversions Manual activity Parallel systems
  14. 14. Message Content: Scope Communication• Misalignment of stakeholders around scope is a PR killer! Manage stakeholder expectations Prevent disconnects Communicate scope early and often
  15. 15. Wrap it Up! Your plan should tie in all of your different messages, audiences and channels into one cohesive, well- prepared
  16. 16. Think about McDonald’s TM
  17. 17. Think about McDonald’s TM
  18. 18. PR Campaign ExecutionCreate opportunities totalkSet expectations:Prepare for hardshipsand inconveniencesStress long-term ROIand benefits
  19. 19. Project Charter Presentation Goal of this meeting is to uncover misalignments about scope What is out of scope What was in once but didn’t make the final cut
  20. 20. Executive Sponsor / Steering Committee Update Showcase accomplishments Brief promptly on Challenges Be honest and forthcoming Present options, solutions, & recommendations Enlist sponsors as part of the PR team!
  21. 21. Project Team Status Meetings• Good PR begins within the team• Gather status before meeting• Harnesses collective wisdom of group to solve problems• Review Issues & Risks• Recognize Successes! Becomes a valuable team asset
  22. 22. Project Stakeholder Meetings Riskiest groups for Project PR Don’t let them become detractors Prepare them for hardships Get in front of bad news Advertise victories - stress benefits – keep them excited!
  23. 23. Non-Project VenuesOngoing OperationalMeetingsReach additional groupsShare presentationsduties and developteam membersPR “From the BottomUp” – water cooler,hallway conversations
  24. 24. Social Media Benefits to your PR Campaign: Efficient Appealing Complementary But don’t forget:Intellectual Property Firewall IssuesSecurity Privacy
  25. 25. Social MediaAccording to a Forrester Researchreport in 2008, the percentage ofBaby Boomers who consumedSocial Media in 2008 was… 62% 67% of older of younger Boomers Boomers(age 53–63) age (43–52)
  26. 26. Social Media Twitter Blogs/Wikis Facebook/MySpace YouLinked In/PM Net Tube
  27. 27. Victory CornersBillboard; Posters /War Room
  28. 28. Victory CornersBillboard; Posters /War RoomProgress reports/dashboards onintranet, sharepoint
  29. 29. Victory CornersBillboard; Posters /War RoomProgress reports/dashboards onintranet, sharepointVirtual “trophy wall” on web,Facebook, YouTube
  30. 30. CelebrateCelebrate your successes!
  31. 31. Summary• Create PR campaign: emphasizes features, advantages, and benefits.• Deliver focused messages through different channels to targeted audiences.• Plan for success recognition systems• Execute PR campaign: create opportunities to talk; maximize standard project meeting venues• Consider Social Media• Find your Victory Corners; Celebrate Successes
  32. 32. Questions??? Cindy VanderSleen, PMP, CSM cindy@theproject-coach.comCindyVandersleen TheProjectCoach
  33. 33.