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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