Anyone who has been involved in projects, whether managing them, part of the team or part of the PMO (Project Management Office) knows that effective communication is crucial for a successful project. And since stakeholder management is part of any project it stands to reason that communication with stakeholders also has to be clear and effective. Often different stakeholders will not be fully aligned with the project’s goals. That might seem counter-intuitive – surely everyone wants the project to succeed? But, in reality, stakeholders can have competing priorities about what the final project outcome will look like. However, challenges such as this can be mitigated, and opportunities maximised, when everyone is clear and honest in their communication.
That’s not always as easy as it sounds. Many professionals find it difficult to convey their messages succinctly with the end result being misunderstandings or, worse, conflicts. yet, by focusing on clear communication, project professionals can build good relationships with all stakeholders on a project and ensure everyone has the same understanding and expectations of the project. When that is the case, team morale is boosted and the chance of project success improves.
The Impact and Influence of Stakeholders on a Project
To genuinely understand the importance of clear communication on a project, you must first understand how stakeholders influence project decisions and impact the final outcome. In the simplest sense, stakeholders are individuals or groups who have an interest in the outcome of a project. This may include clients, team members, executives, suppliers, investors, and the community. Each stakeholder has interests, expectations, and potential influence over the project’s direction.
Recognising the different perspectives is vital. Take, as an example, a recent project I was involved on with a group of volunteers to deliver a new website for a charity. Everybody wanted the project to succeed – it was, after all, for a very good cause – but some stakeholders, towards the end of the project, began voicing dissatisfaction with one part of the final website. It wasn’t what they expected and they had assumed it would look different to how it actually did. This was a lesson for everyone involved. There were technical limitations concerning the part of the website in dispute but, nevertheless, clearer communication of that fact much earlier in the project would not have resulted in a late stage pause of the new launch while frayed tempers were soothed.
Most definitely a lesson learned in spending time to understand varying interests and assumptions so the project manager can tailor their communication strategies appropriately.
The Importance of Stakeholder Engagement
Stakeholder engagement is essential for project success to encourage input from everyone concerned with the project and also, as seen in my example above, ensuring there are no unspoken assumptions that could derail the project. By building strong relationships with all stakeholders, project managers can better understand their expectations and so ensure that project decisions always align with the overall objectives. Engaging stakeholders in the decision-making process ensures their concerns are addressed proactively and early in the project lifecycle so that issues do not arise late in the day when, often, they are much harder to resolve.
Clear communication, of course, is part of good stakeholder engagement because it ensures they feel involved and that their opinions are valued. To ensure stakeholders are kept informed throughout the project, project managers should establish regular communication channels such as meetings, status updates or progress reports.
On complex projects, stakeholder mapping can be used to provide insights into the relationships between different groups or individuals so that tailored communication strategies can be put in place if deemed necessary. By identifying the specific interests of the key stakeholders, project managers can prioritise their communication efforts, ensuring that critical voices are heard – and remember these are not necessarily the most senior.
Key Communication Strategies To Use With Project Stakeholders
Several communication strategies can be used to improve stakeholder management. As I’ve already mentioned, one of the first steps is to understand each stakeholder’s specific expectations and preferences. This helps to customise communication methods so that stakeholders receive vital information via emails, presentations, face-to-face or virtual discussions – or whatever is their preferred method. That is a task set out at the project initiation stage, but there is much more to communication that sending regular emails or having regular meeting so let’s take a closer look at 3 other areas of communication that project managers should be focusing on…
Active Listening
Active listening is an essential component of effective communication. It requires fully engaging with the speaker to understand their perspective. Project managers can adjust their strategies by genuinely taking on board stakeholder feedback (from past projects and during current projects) and clearly showing that their opinions matter.
Active listening builds a rapport with stakeholders and strengthens the project manager-stakeholder relationship from all perspectives. When stakeholders feel heard, they are more likely to share their concerns and collaborate on finding solutions to problems. It’s always worth summarising discussions in writing to confirm everyone’s common understanding when important decisions have been taken.
Transparency
Establishing a transparent communication framework is vital for effective stakeholder management. Clearly defined processes for sharing information, such as progress reports or updates, help ensure stakeholders are informed of important developments. No project is perfect and there will always be problems that arise, but being transparent – especially about challenging situations – will build credibility and trust.
Flexibility in Communication Style
Flexibility in communication style is crucial because different stakeholders have varying preferences for how they want to receive information. Some might prefer detailed, technical reports, while others might prefer concise summaries in layman’s language. A project manager needs to be adaptable to these preferences in order to improve the effectiveness of all communication efforts.
Visual aids enhance understanding for many people, especially when complex information is concerned so use charts or graphs to make it easier for stakeholders to fully understand key points. Adapting to the different types of data or information on different projects is a skill that the best project professionals will aim to develop to ensure their messages are received as intended.
Overcoming Communication Barriers
Another part of effective communication is being able to overcome communication barriers, which are far more common than most project professionals would like to acknowledge. Communication barriers occur in various forms and can be due to various reasons. For instance, cultural differences or varying levels of technical understanding or simply a lack of openness are common causes. Recognising and addressing these barriers right from the start of the project is essential for genuinely effective stakeholder management.
Let’s take a closer look at those 3 common communication barriers…
Cultural Sensitivity
Cultural differences can significantly impact the required communication styles. What may be considered direct in one culture might be seen as rude in another so project professionals need to understand these nuances when engaging with stakeholders from culturally diverse backgrounds. This awareness can lead to more effective interactions and help avoid misunderstandings. Approaching communication with respect and a genuine interest in diverse perspectives will enhance the rapport between everyone involved and, ultimately, ensure delivery of a successful project.
Avoiding Jargon
Not all stakeholder will understand jargon or technical terms and, in fact, there is rarely a good reason to use jargon or overly technical language. Instead, simplify language and use clear terms to bridge any gaps in understanding and ensure your audience is familiar with all the terminology used. Additionally, providing context when discussing complex concepts can help stakeholders understand the rationale behind decisions. There will always be difficult decisions and compromises to be made on projects but when everyone understands why then this encourages informed discussions about the project’s direction.
Open Communication
Creating an environment where open communication is actively encouraged will avoid misunderstandings. In the long run, this will result in more successful projects so there is no reason not to have such an environment. One way to do this is by encouraging feedback throughout the project, whether through surveys or discussions, to allow stakeholders to voice their thoughts and concerns. This type of proactive approach builds trust but, perhaps more importantly, facilitates continuous improvement in communication strategies. Encouraging stakeholders to share their opinions without fear of judgement creates a culture of transparency. This can result in discussions from different perspectives, which can often lead to innovative solutions to problems within a project. When considered like that there really is no excuse not to have fully open and transparent communication on every project.
Continuous Improvement in Communication
Effective communication is not a static process; it requires ongoing evaluation and improvement – much like every aspect of project management. One way to do this is to ask for feedback from stakeholders about the clarity and effectiveness of communication at stages throughout the project. This is a simple way to gain valuable insights for future improvements.
Once you have the feedback, the project manager needs to learn from it and then refine their communication strategies continually. By analysing what worked and what didn’t, PMs can adapt their approach for future interactions. This iterative process builds a culture of continuous improvement which helps not only the current project but all future projects. It can help guide newer project managers and team members on best practices in stakeholder communication. And, it’s worth repeating, that this type of approach will have a positive impact on all future project outcomes.
