The Power of Advocacy: Bringing the Strategic Plan to Life

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The Power of AdvocacyBringing the Strategic
Plan to Life

• James McGeehan
• Manager, PMI Public Relations

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

• 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.

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Discovery

• 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

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Discovery

• 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

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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

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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.

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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

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PMI Advocacy Plan

• Eminent Influence and PMIs 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

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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 PMIs contributions to
  the profession
• Increase and retain PMI members worldwide
• Expand relationships and build partnerships

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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

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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 PMIs appeal by extending communications
  outreach to top-tier industry and business media

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PMI Advocacy Plan

• Common threadmainstreamed 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

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PMI Advocacy Plan

• PMI CEO
• Gregory Balestrero
• communicating the
• value of project
• management

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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

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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

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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