professional stakeholder communications 2013 11-12 at project days helsinki
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Professional stakeholder communications 2013 11-12 at Project Days HelsinkiTRANSCRIPT
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Professionalstakeholdercommunications
in a customer project delivery
Kia Haring
Head of Marketing OperationsTieto, [email protected]
© 2013 Tieto Corporation
Table of contents1. Project managers in key role in building
company’s reputation2. Communications as part of project
delivery3. Concrete communications deliverables
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Project managers inkey role in buildingcompany’s reputation
© 2013 Tieto Corporation
Powerfulchannels
Project managers together with topmanagement- the most powerful channelsfor building reputation
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Reach: % of stakeholders who value the channel very/quite much
Effe
ct:H
owm
uch
high
erev
alua
tions
they
give
* Customers only, **Media and investors only, ***Investors only
Customer service*
Trade andnews media
Social media
Professionalorganizations, unions
Press releases,publications
Trade fairs
Newsletters Projectmanager*
Investormeetings***
Tieto experts*
Tieto uppermanagement
Visits**
Customerseminars, events*
Website
(Source: Reputation survey 2012/ Tieto, Pohjoisranta)
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Communications aspart of customerproject delivery
© 2013 Tieto Corporation
Communications as part of customerproject delivery - objectives
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1. Selection of the pilot project
To support the ”MORNING” project withprofessional stakeholdercommunications
To gain understanding and experiencefor Tieto wide implementation of thecommunication model
2. After pilot – wider roll out of thecommunication model
To deliver the benefits of thecommunication model to all projectsthat fulfil the criteria
© 2013 Tieto Corporation
Why MORNING project?
Public visibility of the project – impact on Tieto’s reputationand future sales
Lessons learned from earlier crises communications cases
Project already ongoing – no expectations or objectives setfor communications
Communications responsibilities not yet agreed with thecustomer
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Concretecommunicationsdeliverables
© 2013 Tieto Corporation
Concrete communicationsdeliverables
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Stakeholdercommunications –focus processes
• Presentations invarious events
• Meeting mediarepresentatives
• Crisescommunications
• Communication aboutproject milestones
• Other stakeholdercommunications
Communications plan
• Communicationsobjectives and keymessages
• Stakeholder analysis
• Channel plan
• Measurement
• Key messages andtailored messages tovarious keystakeholders
Communications kit
• Presentation library• Background,
objectives
• Major milestones ofthe project plan
• Objectives and keybenefits
• What is changing
• Time schedule
Frequently askedquestions – andanswers
• Frequestly askedquestions – andanswers
• Library always up-to-date – a responsibilityof the projectcommunications officer
© 2013 Tieto Corporation
Example:Crises communications process
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1. Informing projectmanagement andcommunicationsresponsibles about thecrises
2. Establishment of thecrises project team andnomination of the owner
3. Creating of a crisescommunication plan andestablishing channels –starting communications
4. Informing the wholeproject team about thecrises
5. Drafting a publicstatement about thesituation together withthe customer
6. Approval of the publicstatement by all parties
7. Public statementpublished / delivered
8. Follow up of the publicdiscussion and planningof further actions
9. Lessons Learnedshared
Communications responsibleOther role responsible
© 2013 Tieto Corporation
Benefits of the customer projectcommunications
• Communications roles and responsibilities are clear to all• No double work, nothing falling in between the chairs• Increased efficiency of operations – improved quality• Transparency towards customer at all times
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Business owner Project owner Sales responsible
Project manager andproject team
Communicationsorganization
Securing future salesopportunities
Securing project margin
Minimizing risk offailure
Increasing customersatisfaction
Minimizing reputationrisk
© 2013 Tieto Corporation
Professional communications isappreciated...
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”We really value the contributionof communications(organization).”Project owner, MORNING project
” High qualityprofessional work .”Project head, MORNING project
”Tech information is transformed intorelevant stakeholder communications.Improved communications within theproject team drives increasedcommitment and engagement of the teammembers. We are able to support thecustomer in their own stakeholdercommunications.”Project communications officer, MORNING project
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