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The Power of Advocacy: Bringing the Strategic Plan to Life. James McGeehan Manager, PMI Public Relations. “ Worldwide, organizations will embrace, value and utilize project management and attribute their success to it.”. Discovery. Launch publications devoted to leadership skills

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The power of advocacy bringing the strategic plan to life

The Power of Advocacy:Bringing the Strategic Plan to Life

James McGeehan

Manager, PMI Public Relations

Worldwide, organizations will embrace, value and utilize project management and attribute their success to it.”


  • Launch publications devoted to leadership skills

    PMI Leadership Annual:bridges the leadership skills gap to enable project managers to effectively communicate the value of project management.


  • PMI Asia Pacific Service Centre

    -Opened in early January 2005; formal ribbon cutting this past week

    -Modeled after PMI EMEA Service Centre

    -Enhances PMI service and support to the region

    -Affords practitioners easy access to PMI products, services, membership, certification and standards


  • Thought Leadership Surveys

    -Assess the value of project management to organizations

    -Includes baseline executive level opinion survey to gauge awareness of project management

    -Will assess effectiveness of PMI communications and Advocacy Program

Pmi advocacy plan
PMI Advocacy Plan

This multifaceted marketing and public relations initiative will:

  • Reach consumers, suppliers, the media and society-at- large

  • Target C-Suite executives to ascertain the value of project management on organizational results

  • Mainstream the message to highlight “real world” project management practices and help project managers communicate key project management messages

Pmi advocacy plan1
PMI Advocacy Plan

  • Raises the profile of the profession

  • Validates project management as being “indispensable for business results”

  • Long- and short-term objectives:

    • Positions PMI and its representatives as thought leaders

    • Communicates PMI value proposition of “Eminent Influence.”

Pmi advocacy plan2
PMI Advocacy Plan

Key elements of “Eminent Influence”

  • PMI as the authority on project management

  • PMI as the preferred partner for alliances

  • PMI as the leading and most respected advocate for project management

  • PMI leading the evolution of the profession

Pmi advocacy plan3
PMI Advocacy Plan

Eminent Influence and PMI’s Strategic Themes (next 3 to 5 years):

  • Global acceptance of project management

  • Superior practice of project management

  • Plan provides a focused outreach to external influence leaders, e.g., the media and C-Suite executives

  • Plan outlines how project management contributes to achieving strategic objectives

  • Pmi advocacy plan4
    PMI Advocacy Plan

    Identifies five main objectives:

    • Roll-out of new PMI Brand Promise

    • Promote project management as valuable and necessary for achieving strategic objectives

    • Increase recognition of PMI’s contributions to the profession

    • Increase and retain PMI members worldwide

    • Expand relationships and build partnerships

    Pmi brand promise
    PMI Brand Promise

    Supported by five communications strategies:

    • Create value by developing and leveraging research demonstrating true value of project management

    • Get the message right so it is understandable by non-project management audiences

    • Raise the volume by expanding the use of communications visionaries for PMI and the profession

    Pmi brand promise1
    PMI Brand Promise

    (Supported by five communications strategies):

    • Give PMI a face by leveraging high-profile executives who are already strong proponents of project management

    • Broaden PMI’s appeal by extending communications outreach to top-tier industry and business media

    Pmi advocacy plan5
    PMI Advocacy Plan

    • Common thread–mainstreamed message on the benefits of project management

    • PMI spokespeople present case studies and examples that demonstrate:

      • How project management boosts ROI

      • How project management delivers projects on time and within or under budget

    • Will target C-Suite executives into 2006

    • Thought leadership research to position PMI as the pre-eminent global advocate for the profession

    Pmi advocacy plan6
    PMI Advocacy Plan


    Gregory Balestrero

    communicating the

    value of project


    Pmi advocacy plan7
    PMI Advocacy Plan

    • Balestrero has conducted Outreach Tours to business, government and non-governmental organizations:

      • Forbes CEO series

      • China visits in 2004 as part of SAFEA initiatives

      • Received prestigious “Friendship Award”

      • PMINZ Expo in New Zealand

      • Benelux Day activities in Antwerp, Belgium

      • Canadian Outreach Tour to government, business and component events

    Pmi advocacy plan8
    PMI Advocacy Plan

    Media Outreach:

    • PMI visits with editors, reporters, etc., to highlight the value of project management

      • Position PMI as strategic business imperative

      • Showcase PMI programs, products and services as necessary tools for achieving business success

    • Key messaging into electronic and print media

      • Launch of PMI Asia Pacific Service Centre

      • Opening of representative office in Beijing, China

      • First-ever PMI Global Congress in Asia Pacific region

    Pmi advocacy plan9
    PMI Advocacy Plan

    • Permeates Operating Groups throughout the Institute

    • Strong collaboration with PMI Business and Government Relations Department to tell the “PMI Story”

    • Must coordinate outreach and align messaging to effectively promote the PMI Brand Promise