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Political arena and communication

Political arena and communication. Maarten Groothuis. Why project communication?. Without effective communication, key stakeholders in a project may miss out on vital information and may not understand why change is needed

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Political arena and communication

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  1. Political arena and communication Maarten Groothuis

  2. Why project communication? • Without effective communication, key stakeholders in a project may miss out on vital information and may not understand why change is needed • Aim: ensure ongoing commitment and support by all key stakeholders for all aspects of the project • The best way to approach communication is to develop a clear communication strategy and thorough communication planning

  3. Communication strategy A communication strategy usually includes: • Purpose of the document – a brief statement about the plan and its intended use • Background of the project and the outcomes to be achieved • Objective(s) of the communication strategy are • Target audiences for the communication strategy • Key messages you want stakeholders to understand and act upon • Communication tools identified as suitable for delivery throughout the project • Communication planning – an attachment to the communication strategy that identifies the target audience, aim, message, methods, who, when and the costs associated for each action

  4. Communication matrix

  5. Target audiences • All stakeholders are covered by the communication strategy and –planning • On top of that, more generic audiences are added as target

  6. Content of communication / message • Objectives of the project • Benefits of the PPP approach (“USP’s”) • Value for money / efficiency • In time delivery • Within budget • (Private financing) • Project progress and milestones • Celebrate success!

  7. Communication channels • Different tools for different purposes, e.g.: • Meetings : 2-way communication with important stakeholders. Disadvantage: time consuming • News letters / progress reports: efficient way to communicate objectives, progress, milestones, etcetera to people who need to be aware. Disadvantage: one-way, not suitable for decision making • Web site: efficient communication to specific and/or generic audiences. Interactive when a forum is used. • (Local) newspapers: broad communication to generic audiences. Disadvantage: watch the reporter…

  8. Political arena • Politicians keep a distance, as long as political, financial and their emotional objectives are met • As soon as your project reaches the press and/or their mailbox, they need to know!

  9. Political arena: an NL example • Ministry of Justice utility building, Schiphol airport • 2005: fire in accommodation for exiled asylum seekers • Who’s responsible: Ministry of Housing, Minstry of Justice and/or local municipality (including local Fire Brigade)? • 2006: Public Private Comparator shows surplus value for PPP • 2007: political discussion revives: who’s in the end responsible when a private consortium builds and operates the new accommodation? Decision making in this PPP project was, is and will be very political

  10. Questions?

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