Political arena and communication Maarten Groothuis

Why project communication? Without effective communication, key stakeholders in a project may miss out on vital information and may not understand why change is needed Without effective communication, key stakeholders in a project may miss out on vital information and may not understand why change is needed Aim: ensure ongoing commitment and support by all key stakeholders for all aspects of the project Aim: ensure ongoing commitment and support by all key stakeholders for all aspects of the project The best way to approach communication is to develop a clear communication strategy and thorough communication planning The best way to approach communication is to develop a clear communication strategy and thorough communication planning

Communication strategy A communication strategy usually includes: –Purpose of the document – a brief statement about the plan and its intended use –Background of the project and the outcomes to be achieved –Objective(s) of the communication strategy are –Target audiences for the communication strategy –Key messages you want stakeholders to understand and act upon –Communication tools identified as suitable for delivery throughout the project –Communication planning – an attachment to the communication strategy that identifies the target audience, aim, message, methods, who, when and the costs associated for each action

Communication matrix AudienceDesired level of engagement AimContent / Message Communication channels

Target audiences All stakeholders are covered by the communication strategy and –planning All stakeholders are covered by the communication strategy and –planning On top of that, more generic audiences are added as target On top of that, more generic audiences are added as target

Content of communication / message Objectives of the project Objectives of the project Benefits of the PPP approach (“USP’s”) Benefits of the PPP approach (“USP’s”) –Value for money / efficiency –In time delivery –Within budget –(Private financing) Project progress and milestones Project progress and milestones Celebrate success! Celebrate success!

Communication channels Different tools for different purposes, e.g.: Different tools for different purposes, e.g.: –Meetings : 2-way communication with important stakeholders. Disadvantage: time consuming –News letters / progress reports: efficient way to communicate objectives, progress, milestones, etcetera to people who need to be aware. Disadvantage: one-way, not suitable for decision making –Web site: efficient communication to specific and/or generic audiences. Interactive when a forum is used. –(Local) newspapers: broad communication to generic audiences. Disadvantage: watch the reporter…

Political arena Politicians keep a distance, as long as political, financial and their emotional objectives are met Politicians keep a distance, as long as political, financial and their emotional objectives are met As soon as your project reaches the press and/or their mailbox, they need to know! As soon as your project reaches the press and/or their mailbox, they need to know!

Political arena: an NL example Ministry of Justice utility building, Schiphol airport Ministry of Justice utility building, Schiphol airport 2005: fire in accommodation for exiled asylum seekers 2005: fire in accommodation for exiled asylum seekers –Who’s responsible: Ministry of Housing, Minstry of Justice and/or local municipality (including local Fire Brigade)? 2006: Public Private Comparator shows surplus value for PPP 2006: Public Private Comparator shows surplus value for PPP 2007: political discussion revives: who’s in the end responsible when a private consortium builds and operates the new accommodation? 2007: political discussion revives: who’s in the end responsible when a private consortium builds and operates the new accommodation? Decision making in this PPP project was, is and will be very political

Questions?