Professional stakeholder communications 2013 11-12 at Project Days Helsinki

1. Professional
stakeholder
communications
© 2013 Tieto Corporation
in a customer project delivery
Kia Haring
Head of Marketing Operations
Tieto, Marketing
kia.haring@tieto.com

2. Table of contents
1. Project managers in key role in building
company’s reputation
2. Communications as part of project
delivery
3. Concrete communications deliverables
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© 2013 Tieto Corporation

3. © 2013 Tieto Corporation
Project managers in
key role in building
company’s reputation

4. Project managers together with top
management- the most powerful channels
for building reputation
Effect: How much higher evaluations they give
Trade fairs
Website
Powerful
channels
Press releases,
publications
Newsletters
Customer
seminars, events*
Tieto upper
management
Visits**
Tieto experts*
Professional
organizations, unions
Customer service*
Trade and
news media
Social media
Reach: % of stakeholders who value the channel very/quite much
(Source: Reputation survey 2012/ Tieto, Pohjoisranta)
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Project
manager*
© 2013 Tieto Corporation
* Customers only, **Media and investors only, ***Investors only
Investor
meetings***

5. © 2013 Tieto Corporation
Communications as
part of customer
project delivery

6. Communications as part of customer
project delivery - objectives
1. Selection of the pilot project
To support the ”MORNING” project with
professional stakeholder
communications
To gain understanding and experience
for Tieto wide implementation of the
communication model
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© 2013 Tieto Corporation
2. After pilot – wider roll out of the
communication model
To deliver the benefits of the
communication model to all projects
that fulfil the criteria

7. Why MORNING project?
Public visibility of the project – impact on Tieto’s reputation
and future sales
Lessons learned from earlier crises communications cases
Project already ongoing – no expectations or objectives set
for communications
Communications responsibilities not yet agreed with the
customer
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© 2013 Tieto Corporation

8. © 2013 Tieto Corporation
Concrete
communications
deliverables

9. Concrete communications
deliverables
Stakeholder
communications –
focus processes
Communications plan
Communications kit
Frequently asked
questions – and
answers
• Presentations in
various events
• Communications
objectives and key
messages
• Presentation library
• Frequestly asked
questions – and
answers
• Meeting media
representatives
• Stakeholder analysis
• Crises
communications
• Channel plan
• Communication about
project milestones
• Key messages and
tailored messages to
various key
stakeholders
• Other stakeholder
communications
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© 2013 Tieto Corporation
• Measurement
• Background,
objectives
• Major milestones of
the project plan
• Objectives and key
benefits
• What is changing
• Time schedule
• Library always up-todate – a responsibility
of the project
communications officer

10. Example:
Crises communications process
1. Informing project
management and
communications
responsibles about the
crises
6. Approval of the public
statement by all parties
7. Public statement
published / delivered
2. Establishment of the
crises project team and
nomination of the owner
5. Drafting a public
statement about the
situation together with
the customer
8. Follow up of the public
discussion and planning
of further actions
3. Creating of a crises
communication plan and
establishing channels –
starting communications
4. Informing the whole
project team about the
crises
9. Lessons Learned
shared
Communications responsible
Other role responsible
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© 2013 Tieto Corporation

11. Benefits of the customer project
communications
•
Communications roles and responsibilities are clear to all
•
No double work, nothing falling in between the chairs
•
•
Increased efficiency of operations – improved quality
Transparency towards customer at all times
Business owner
Project owner
Project manager and
project team
Minimizing risk of
failure
© 2013 Tieto Corporation
Communications
organization
Increasing customer
satisfaction
Securing future sales
opportunities
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Sales responsible
Minimizing reputation
risk
Securing project margin

12. Professional communications is
appreciated...
”We really value the contribution
of communications
(organization).”
” High quality
professional work .”
Project head, MORNING project
Project owner, MORNING project
”Tech information is transformed into
relevant stakeholder communications.
Improved communications within the
project team drives increased
commitment and engagement of the team
members. We are able to support the
customer in their own stakeholder
communications.”
Project communications officer, MORNING project
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© 2013 Tieto Corporation

13. © 2013 Tieto Corporation