that we can’t measure what matters is the most realistic
point for management.
Communication, Engagement, Stakeholders, Senior stakeholder
≠ Engagement [P170]
media and web technologies have made broadcast communication in the
21st century easier then ever, but communication does not equal
Project success requires the key stakeholders, including senior
executives and the sponsor to be actively engaged in support of the
project objectives. Engagement requires mutuality, a robust
relationship built on empathy and trust, plus credibility and
leadership to bring
different stakeholder viewpoints into alignment to assist the work of
the project. (See more on credibility)
Effective communication is the tool that facilitates the building of
relationships and engagement but this type of communication is focused,
personal and two-way. As a consequence, the project team need to invest
significant time and effort in these key communication channels. The
challenge is identifying the right stakeholders and the right messages
to communicate ‘at this point in time’.
This paper demonstrates the importance of senior stakeholder engagement
for project success and then suggest practical options to:
the important stakeholders ‘at this point in time’.
their needs and objectives as well as what you need from them
their current attitude as well as the desired attitude for optimum
a communication strategy to achieve the appropriate levels of
relationship, engagement and support from key stakeholders. Including
selecting the best: messages, messenger and medium.
communicating with the rest of the stakeholder community using a
combination of ‘push’ and
review and revise the communication strategy for optimum outcomes.