My presentation from Trends in Project Management Conference 2017, organized by Project Management Instutute Gdansk Branch in April 2017. I describe five inspirations from PR to PM and then five inspirations from PM to PR.

1. P R A N D P M
W H AT C A N T H E Y L E A R N F R O M
E A C H O T H E R ?
A N N A M I O T K , P H D

2. W H Y M E ?
• PR
• since 2001 in the field as
PR consultant, and now -
communication director
for Polish Internet
Research
• PM
• 2008-2014 worked as
project manager for media
monitoring company

3. C O N T E N T S
• From PR to PM
• From PM to PR

4. F R O M P R T O P M

5. F R O M P R T O P M
1# Think about user’s needs
2# Be understandable
3# Look for feedback
4# Ask difficult questions
5# It’s all about relationships

6. 1 # T H I N K A B O U T U S E R ’ S N E E D S

7. P E R F E C T P R O D U C T A N D M V P

8. 2 # M A K E P E O P L E U N D E R S TA N D
W H AT Y O U A R E S AY I N G

9. C H E C K I F Y O U A R E U N D E R S TA N D A B L E

10. 3 # L O O K F O R F E E D B A C K

11. C O M M U N I C AT I O N M O D E L

12. 4 # A S K D I F F I C U LT Q U E S T I O N S

13. FA Q
• Technique used in PR to
prepare speakers to
answer event the most
unpredictable questions
• Questions are answered
in positive manner
• It helps in avoiding
misunderstanding or
even crisis

14. 5 # I T ’ S A L L A B O U T R E L AT I O N S H I P S

15. M E D I A ? O N LY
W I T H
R E L AT I O N S H I P S
• Only putting message on
media does not sell the
product
• Communication to media
should be enforced with
all other types of
relationships

16. F R O M P M T O P R

17. P R F R O M P R O J E C T M A N A G E M E N T
1# Use specific goals
2# Learn from mistakes
3# Make experiments
4# Optimize
5# Don’t be afraid of criticism

18. 1 # U S E S P E C I F I C G O A L S

19. T Y P I C A L P R
G O A L S
• To create awareness
• To create buzz
• To create positive brand
image

20. W H Y ? A R E W E A F R A I D O F D E F E AT ?

21. B U T H O W W E S H O U L D
M E A S U R E ?

22. C O M M U N I C AT I O N G O A L S S H O U L D B E
S M A RT

23. 2 # L E A R N F R O M M I S TA K E S

24. – F O L K W I S D O M
„Diplomacy is when you say get out to someone
in a way he feels excitement with upcoming
journey”

25. B U T D O W E H AV E
A N Y C H A N C E T O
L E A R N
A N Y T H I N G ?

26. 3 # M A K E E X P E R I M E N T S

27. N AT U R A L
E X P E R I M E N T
• In theory, PR evaluations
is called a kind of natural
experiment (you provide
a campaign which should
make change)
• But we do not compare
our target group with
those not exposed to the
campaign - so we do not
know how it works

28. A / B T E S T S A S O N E O F M A I N
R E S E A R C H M E T H O D S

29. 4 # O P T I M I Z E

30. P R M E A S U R E M E N T I S R E S E A R C H I N
A C T I O N

31. 5 # D O N ’ T B E A F R A I D O F C R I T I C I S M

32. B R A I N S T O R M I N G W I T H O U T C R I T I Q U E
I S N O T C R E AT I V E

33. C R I T I C S N O T A LWAY S A R E T R O L L S

35. S U M M A RY
• PM and PR - the disciplines may seem to be
something different, but they have touchpoints
• PM and PR can inspire each other
• Better communication is crucial for PM, better
analysis - for PR

36. T H A N K Y O U !
K O N TA K T @ A N N A M I O T K . P L
I N S P I R E D B Y: