Concepts
It involves not only disseminating information, but also listening and responding to stakeholders’ needs and concerns. An essential aspect of this is customizing communication to suit different stakeholders such as sponsors, determining the right information to share, channel to utilise, and frequency to adopt.
I. Determining Stakeholders and their Communication Needs
Before structuring a communication plan, you must first identify and understand the various stakeholders involved in a project. Stakeholders can vary from project sponsors, team members, suppliers, consumers, to government bodies. Each stakeholder group has unique needs, and the way you communicate with them also needs to be unique.
For instance:
- Sponsors: They are primarily interested in the strategic alignment and return on investment. They need regular updates on program goals, benefits realization, and potential risks.
- Team members: They need more detailed, operational information, including the tasks to be performed, deadlines, resources required, and performance feedback.
- Suppliers: They need clarification on deliveries, contract issues, and payments, ensuring their services align with the program requirements.
- Consumers: They are interested in program deliverables’ functionality, timeline, and quality, requiring updates on these areas.
II. Constructing a Stakeholder Communication Plan
After identifying your stakeholders and their communication needs, the next step is to develop a stakeholder communication plan. This document maps out who needs what information, when and how they will receive it, and who will deliver it.
The plan should include:
- Stakeholder Identification: List of all stakeholders.
- Information Requirements: What information each stakeholder needs.
- Communication Channels: Which medium (email, reports, meetings) will be used.
- Frequency of communication: How often they should receive information.
- Communicator: The person responsible for communicating the information.
III. Maintaining Communication with Stakeholders
To maintain communication with stakeholders, consider the following:
- Consistency: Keep the frequency, channel, and format consistent, unless changes are necessary.
- Flexibility: Be prepared to adjust your communication plan according to changing circumstances or feedback from stakeholders.
- Feedback: Create avenues for stakeholders to express concerns, opinions, or make recommendations.
- Tracking: Keep a record of all communications for reference or verification.
- Respect: Respect stakeholders’ time by keeping communications concise and to the point.
IV. Case Study: Communication with Sponsor
Consider the case of a program dedicated to developing new software. The sponsor is the CEO of the company who primarily is concerned about the software delivery to provide a strategic edge over competitors.
The Program Manager might set up bi-weekly meetings with the sponsor to provide updates. This may include information about the current status of the development, any challenges encountered, the progress towards milestones, and upcoming steps. Such communication keeps the sponsor informed, engaged, and supportive, proving crucial for program success.
Conclusion
In conclusion, defining and maintaining communications adapted to different stakeholders, including sponsors, is a vital component of effective program management. By ensuring the approach is tailored to the stakeholders’ needs, project managers can build trust, ensure stakeholder satisfaction, and gain invaluable support for the program. The Program Management Professional (PgMP) exam would focus on the ability to demonstrate this understanding and practically apply these principles in a program management context.
Answer the Questions in Comment Section
True or False: Using one communication style for all types of stakeholders in a program is a recommended approach in program management.
- True
- False
Answer: False
Explanation: Different stakeholders may have different information needs and preferences. Thus, it is important to adapt communication methods and styles to meet those needs and receive their support.
The type of communication that will be used typically depends on:
- A. The Stakeholder’s position
- B. The Stakeholder’s preference
- C. The nature of the program
- D. All of the above
Answer: D. All of the above
Explanation: Different stakeholders may respond better to different communication methods depending on their position, preference, and the nature of the program.
True or False: A program manager should communicate with stakeholders only when a problem arises.
- True
- False
Answer: False
Explanation: Regular communication with stakeholders is fundamental to ensure alignment, manage expectations, and maintain their support.
Which of the following is NOT a technique to define and maintain communications adapted to different stakeholders?
- A. Stakeholder mapping
- B. Management by walking around
- C. Ignoring the concerns of minor stakeholders
- D. Regular status meetings
Answer: C. Ignoring the concerns of minor stakeholders
Explanation: All stakeholders’ concerns must be addressed. Ignoring concerns may lead to stakeholder disengagement and jeopardize program support.
True or False: Sponsors, being key stakeholders, should NOT be included in the regular communication plan of the program.
- True
- False
Answer: False
Explanation: Sponsors, being one of the primary stakeholders, should be included in the communication plan, and frequent effective communication is essential to keep them informed and gain their support.
The communication plan of a program should be:
- A. Fixed
- B. Flexible
- C. Ignored
- D. Copied from another project
Answer: B. Flexible
Explanation: The communication plan must be able to adapt as stakeholders’ needs, concerns and the program itself evolve.
Effective communication involves:
- A. Only conveying information
- B. Conveying information and asking for feedback
- C. Merely asking for feedback
- D. Neither conveying information nor asking for feedback
Answer: B. Conveying information and asking for feedback
Explanation: Effective communication involves both conveying information and listening to stakeholder feedback.
True or False: Communication to stakeholders is only required at start and end of the program.
- True
- False
Answer: False
Explanation: Regular communication throughout the program is necessary to effectively manage stakeholder expectations and maintain their support.
When communicating with stakeholders, the feedback loop is important to:
- A. Check understanding
- B. Verify interest
- C. Justify the message
- D. Make the stakeholder feel important
Answer: A. Check understanding
Explanation: A feedback loop ensures that your message has been clearly understood and correctly interpreted by the stakeholders.
True or False: The communication plan of the program does not influence the support of the stakeholders.
- True
- False
Answer: False
Explanation: A well-structured communication plan helps to create clarity, manage expectations and ensures that stakeholders are supportive throughout the program.
As a program manager, the stakeholders you should give high priority to are:
- A. The loud ones
- B. The influential ones
- C. The ones that are personally liked
- D. All stakeholders should be equally prioritized
Answer: B. The influential ones
Explanation: While all stakeholders are important, those that have high interest and influence over the program must be given higher priority.
True or False: When communicating with sponsors, financial updates are more important than progress updates.
- True
- False
Answer: False
Explanation: While financial updates are crucial, progress updates are equally important in keeping sponsors informed about the health and progress of the program.
Great insights on adapting communications to stakeholders. This is crucial for PgMP exam preparation!
Absolutely agree! Understanding stakeholder needs can make or break a project.
Anyone has tips on how to handle conflicting stakeholder interests?
I think it’s also important to tailor your communication style to the stakeholder’s preferences.
Thanks for this blog post. Very informative.
Could you provide examples of communication plans for sponsors?
The blog really helped me understand the importance of stakeholder analysis in program management.
I didn’t find the information about risk communication very detailed.