• Book Reviews
• Cultural Diversity
• Project Management
• Risk
• Technology

You are here:

1. Home »
2. PM Topics »
3. The Communications Plan is a Strategic Tool

The Communications Plan is a Strategic Tool

The communications plan truly represents the art and the science of project management.  The science includes the adherence to a process and the use of quantifiable data to support declarations made regarding project progress. 

An example of the art is how you as a project manager deliver the message. This includes your personal style as a leader, the culture you represent and the tone you set for the team.

Why is the communication plan a strategic tool? It is not just a document discussing the release of other documents or emails. It is a tool you use to project the image of your company, your team and yourself. Think about an individual you know who consistently gets their point across. Chances are they are not just lucky. They have learned to communicate strategically.

What is a strategic use of the communications plan? Strategic use goes beyond the distribution of status reports and stakeholder meetings. Strategic use integrates communications into the overall project roadmap. This means to really plan the types of information that should be released.

Some Initial Tips

Audience Do you know the various audience members who should receive communications? Identifying audience members is an important task. Continue to revisit this task, participants and their roles often change. Incorrectly addressed communications or failure to recognize a participant's change in status can really make a project team look disorganized.

As you identify your audience, take the time to get to know them. It is never too early to start building or reinforcing your professional relationships. Do not just be a voice behind a message or a name on an email. Build rapport with your audience.

Really Define the Purpose of the message(s) - What are the messages? Now look at the message and the audience together. Remember to tailor your message to the recipients. Avoid generic email blasts with a long list of recipients. This might be an easier approach for you, but soon nobody will pay attention to your messages.

This means you are taking the 'what' to a deeper level. Communications should exist for specific reasons. Delivering status information is quite different than releasing communications promoting the benefits of your new product. When communications are being created, the author should start and finish with the purpose in mind.

We get no points for misguided messages. Even the absolute best messages can be misunderstood. It does not matter what I believe I told you, the real take-away is what you believe I told you. 

Where are my recipients? - Think about where your recipients are located. This will influence the type of media you use. If you are working with a virtual team it may or may not be easy to send them packages. Perhaps you can send them items, but you need lead time.

When do I Communicate? - What dates or events will trigger the communication? This includes everything from status updates to training to implementation announcements. A communications matrix is a good tool to track communications and critical communications should be reflected in your project schedule. 

Are there other events or announcements to consider? If you know that a major reorganization announcement is pending, try to plan around it. You do not want another communication overshadowing your announcement.

Must we always email? - Variety is the spice of life and sometimes emails are fairly bland. What alternatives do you have? Consider voicemail messages or a newsletter or emails with attached audio messages. Audio clips can be attached to web sites. CDs or DVDs can be distributed. Small gifts or trinkets can be tied to major project milestones.

What if you have no budget? Host a potluck lunch with a theme that corresponds to your current message. Hold a contest soliciting input for logos or poster work or slogans. Sometimes the best prize is recognition.

If you work within a Program Management Office or Project Office you may already have a standard to follow. Follow the standard. I frequently hear customers and team members complain that each project manager behaves differently. Tame this perception by using a standard format.

Remember, effective communication is strategic and takes practice and planning.

Margaret Meloni, PMP

Margaret has had the opportunity to perform different roles and work within multiple industries. She has been successful as a programmer/analyst; a business analyst; a project manager; program manager and senior manager. 

She holds a B.S. in Business Administration and a Masters Degree (M.B.A.) from California State University, Long Beach. She is also a certified Project Management Professional (PMP) through the Project Management Institute (PMI).

Margaret helps Information Technology professionals create career strategies that bring them success and enhance their work experiences. She helps them 'Find the Joy in the Job'. Clients come to Margaret for her insightful coaching.

A dynamic speaker who combines inspiration, common sense and a dash of humor; Margaret has spoken at technology conferences and events hosted by the Association of Information Technology Professionals; The Project Management Institute and The International Institute of Business Analysis.

For more detail please visit www.MeloniCoachingSolutons.com