The DNA of Strategy Execution by Jack Duggal

Author:Jack Duggal
Language: eng
Format: epub
Published: 2018-03-19T00:00:00+00:00

Formal communication is like a project's skeleton, providing structure. Informal channels are the nervous system that provides a network to facilitate communication. Both are necessary for navigating the matrix.

Why Communication Is Not Enough—You Need a Marcom Strategy

In today's world, it is not enough to have a communication plan; you need a marcom approach—marketing and communications strategy—to market, brand, and promote your initiative, project, program, or PMO. To overcome any negative perception, a marcom strategy is key to continuously have a pulse of the perception and manage expectations with appropriate messaging and communication.

Here are some useful tips to keep in mind as you, with the help of marcom experts, develop a plan for your project, program, or PMO.

Plan your marcom by focusing on the objective (what you want to achieve), message (what you want stakeholders to know), and media (which communication vehicles best convey the message). You can also use marketing models such as AIDA for creating awareness, interest, desire, and action.

Create a compelling message that will resonate with your target stakeholders. Be sure to address an immediate need or issue and focus on benefits. Don't be afraid to brand your PMO with a motto, such as Where strategy becomes a reality, or Connecting the C‐Suite to the Trenches.

Develop elevator (60‐second) and water cooler (3‐ to 5‐minute) speeches. Train your project team so that everybody communicates crisp and consistent message.

Explore the use of social media tools. Tweet your project, establish collaborative project wikis or blogs or podcast your sponsor or key stakeholders. (More on this below.)

Be careful of overhype. Don't create too much buzz, oversell, or set too‐high expectations that can backfire.

Iterate. Continue marcom plan activities on an ongoing basis. Tailor timely messages to specific target audiences, but stay consistent with the central theme and goals of the project.

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