A large number of IT projects fail because the project manager doesn't understand that communication is a major component of a successful project. The communication strategy is intimately linked with change management. The best way to approach communication is to develop a clearly planned strategy.
Communication Strategy Objectives
The main purpose of the communication strategy is to ensure ongoing commitment and support from key stakeholders in all project aspects. Other objectives include:
- Setting the guidelines for the exchange of information relevant to the initiative that is being implemented.
- Creating a mechanism to communicate issues and project updates to key stakeholders and the project team.
- Raising project awareness and understanding across the organization. An effective communication strategy creates enthusiasm in the user community and facilitates the new technology adoption.
Creating an Effective Communication Strategy
Project size dictates the parties involved in communication strategy creation.
| Project Size | Approach |
|
Large |
The project manager appoints a "communication champion" that is responsible for this project area. The communication strategy is developed by conducting a number of meetings and brainstorming sessions involving the communication champion, project team members, and key departmental communication/media staff. |
|
Medium |
The project manager is accountable for the communication strategy but delegates some of the tasks to other team members. |
|
Small |
The project manager independently develops the communication strategy by interviewing key stakeholders and discussing communication rules with project team members. |
The steps to prepare an effective communication strategy are:
1.Identify the target audience. The project manager must analyze each stakeholder group and identify the target audience within them.
2.Perform a needs analysis. By conducting a needs analysis, the project manager is able to better understand the audience, their stakes in the project, communication barriers, motivations, and hidden agendas. Use Info-Tech's "Stakeholder Needs Analysis Matrix" to document the individual needs of the target audience.
3.Develop key messages. The project manager determines the key points to communicate based on what outcomes the messages are intended to achieve, such as educating, reassuring, informing, or consulting.
4.Establish communication vehicles. Not all the messages are relevant to everybody in the organization. With a complete picture of the stakeholder needs, the project manager is able to decide what information is relevant to whom. Also, the project manager decides the most appropriate communication vehicles and tools to get the messages across to the different stakeholder groups. The most common communication vehicles are:
5.Set timing. The project manager determines when and how often the message will be delivered to each one of the stakeholder groups.
6.Create the communication plan. The communication plan is a working document that contains more detail about each strategy outlined in the communication strategy. This plan includes a detailed task list, who is responsible for each task, and when the tasks must be completed. In addition, the project manager must have control over costs associated with each task and incorporate this impact into the overall project budget.
7.Validate the strategy. The project manager involves key stakeholders and gains their buy in before executing the communication plan.
8.Execute. Like in any other project management area, the project manager needs to manage and follow up on the communication strategy to make sure it is being executed properly and it is achieving the intended results.
Bottom Line
Communication supports change management by disseminating the right message, to the right people, in the right way, at the right time. Use these steps to create an effective communication strategy.
