Public Relations Of Project Management

The Public Relations ofProject Management

Presented by:

Cindy Vandersleen, PMP, CSM

[email protected]

TheProjectCoach

mailto:[email protected]

AgendaPrepare Your Public Relations Campaign• Analyzing stakeholder interests

• Planning “Success Recognition Systems”

• Crafting valuable message content

• Delivering a cohesive campaign through multiple communication channels

www.theproject-coach.com

AgendaExecute Your Public Relations Campaign

Using existing communication channels

Leveraging non-project communication channels

Introducing new and creative communication channels


Challenge

90% time spent in communications

Any gathering is an opportunity for meaningful communication

To keep funding, never stop “Marketing” benefits and achievements of your project


Challenge


Superconducting Super Collider

Challenge

• Maintain passion & enthusiasm through constant impactful communication.

• Project Manager is project ambassador.

• Never take sponsors’ good will for granted.


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)


Project Communications Plan is about information: Time, Cost, Scope, Risk, Quality

Project PR Campaign is about project Features, Advantages and Benefits

PR Campaign extends Communications Plan

Focus on the benefits, not the data!

Deliver through a variety of different channels

PR Campaign Preparation


Sell the Sizzle, Not the Steak!

PR Campaign Preparation


Planning Success Recognition Systems

Identify vehicles to herald small “Wins”

Successful projects are accumulation of small victories

Team members – unsung heroes

Don’t let well executed projects be a secret



• 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.



Gives credit to team members

Maintains stakeholder mindshare


Plan ways to “toot your horn” as accomplishments occur

Message Content: Scope Communication

Essence of what defines success

High potential for confusion


Stakeholders hold differing visionsDifficult aspect of project

Learning curvesData conversionsManual activityParallel systems

Message Content: Scope Communication

• Misalignment of stakeholders around scope is a PR killer!

Manage stakeholder expectations

Prevent disconnects


Communicate scope early and often

Wrap it Up!

Your plan should tie in all of your different messages, audiences and channels into one cohesive, well-prepared campaign.


Think about McDonald’sTM


PR Campaign Execution

Create opportunities to talk

Set expectations: Prepare for hardships and inconveniences

Stress long-term ROI and benefits


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


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!


Project Team Status Meetings

• Gather status before meeting

• Harnesses collective wisdom of group to solve problems

• Review Issues & Risks

• Recognize Successes!


• Good PR begins within the team

Becomes a valuable team asset

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!


Non-Project Venues

Ongoing Operational Meetings

Reach additional groups

Share presentations duties and develop team members

PR “From the Bottom Up” – water cooler, hallway conversations


Social Media


Benefits to your PR Campaign:

Efficient Appealing Complementary

But don’t forget:

Firewall Issues

Security

Privacy

Intellectual Property

Social Media


62% of older Boomers

(age 53–63)

67% of younger Boomers

age (43–52)

According to a Forrester Research report in 2008, the percentage of Baby Boomers who consumed Social Media in 2008 was…

Social Media

Blogs/Wikis

You Tube

Twitter

Facebook/MySpace

Linked In/PM Net


Victory Corners

Billboard; Posters /War Room


Victory Corners


Progress reports/dashboards on intranet, sharepoint


Victory Corners


Progress reports/dashboards on intranet, sharepoint

Virtual “trophy wall” on web, Facebook, YouTube



Celebrate

Celebrate your successes!

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

Questions???


Cindy VanderSleen, PMP, CSM

theproject-coach.com/blog

CindyVandersleen CindyProjCoach

[email protected]

TheProjectCoach

Sourcesflickr.comPioneerwoman.comwww.mcdonalds.comhttp://www.boredpanda.com/31-creative-ads-from-mcdonalds-are-you-loving-it/eMarketer.comhttp://www.code-muse.com/blog/?p=27http://www.hep.net/ssc/new/pictures.html http://blog.timesunion.com/kristi/8907/jake-gyllenhaal-facebook-addict-tshir/http://www.scissor.com/resources/teamroom/http://dashboardspy.com/img/ms-project-dashboard.jpghttp://www.projectconnections.com/articles/112403-glory.html


Public Relations Of Project Management

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