professional stakeholder communications 2013 11-12 at project days helsinki

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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


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


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


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


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


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


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


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