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.

1. The Public Relations of
Project Management
Presented by:
Cindy Vandersleen, PMP, CSM
cindy@theproject-coach.com
TheProjectCoach

2. Agenda
Prepare Your Public Relations
Campaign
• Analyzing stakeholder interests
• Planning “Success Recognition
Systems”
• Crafting valuable message content
• Delivering a cohesive campaign
through multiple communication
channels
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3. Agenda
Execute Your Public Relations
Campaign
Using existing communication
channels
Leveraging non-project
communication channels
Introducing new and creative
communication channels
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4. 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
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5. Challenge
Superconducting Super Collider
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6. Challenge
• Maintain passion & enthusiasm
through constant impactful
communication.
• Project Manager is project
ambassador.
• Never take sponsors’ good will for
granted.
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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)
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8. PR Campaign Preparation
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
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9. PR Campaign Preparation
Sell the Sizzle,
Not the Steak!
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10. 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
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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.
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12. Planning Success Recognition Systems
Plan ways to “toot your
horn” as
accomplishments occur
Gives credit to team
members
Maintains stakeholder
mindshare
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13. Message Content: Scope
Communication
Essence of what defines success
High potential for confusion
Stakeholders hold differing
visions
Difficult aspect of project
Learning curves
Data conversions
Manual activity
Parallel systems
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14. Message Content: Scope
Communication
• Misalignment of
stakeholders around
scope is a PR killer!
Manage stakeholder
expectations
Prevent disconnects
Communicate scope early and often
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15. Wrap it Up!
Your plan should tie in
all of your different
messages, audiences
and channels into
one cohesive, well-
prepared campaign.
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16. Think about McDonald’s TM
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17. Think about McDonald’s TM
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18. PR Campaign Execution
Create opportunities to
talk
Set expectations:
Prepare for hardships
and inconveniences
Stress long-term ROI
and benefits
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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
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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!
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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
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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!
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23. 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
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24. Social Media
Benefits to your PR Campaign:
Efficient
Appealing Complementary
But don’t forget:
Intellectual Property
Firewall Issues
Security
Privacy
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25. Social Media
According to a Forrester Research
report in 2008, the percentage of
Baby Boomers who consumed
Social Media in 2008 was…
62% 67%
of older of younger
Boomers Boomers
(age 53–63) age (43–52)
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26. Social Media
Twitter
Blogs/Wikis
Facebook/MySpace
You
Linked In/PM Net Tube
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27. Victory Corners
Billboard; Posters /War Room
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28. Victory Corners
Billboard; Posters /War Room
Progress reports/dashboards on
intranet, sharepoint
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29. Victory Corners
Billboard; Posters /War Room
Progress reports/dashboards on
intranet, sharepoint
Virtual “trophy wall” on web,
Facebook, YouTube
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30. Celebrate
Celebrate your successes!
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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
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32. Questions???
Cindy VanderSleen, PMP, CSM
cindy@theproject-coach.com
CindyVandersleen CindyProjCoach
theproject-coach.com/blog TheProjectCoach
www.theproject-coach.com

33. flickr.com
Sources
Pioneerwoman.com
www.mcdonalds.com
http://www.boredpanda.com/31-creative-ads-
from-mcdonalds-are-you-loving-it/
eMarketer.com
http://www.code-muse.com/blog/?p=27
http://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.jpg
http://www.projectconnections.com/articles/11
2403-glory.html
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