Chapter 3. Project Communication is Key to Success

This blog is written as a part of Nutshell project (2020-2023). The aim of the project is to improve and develop processes and tools for higher education institutions (HEIs), when applying for, and managing international EU or global projects. Through the project, the partners benchmark and evaluate differences in project planning and management processes.  The tools developed within the project will be available for other HEIs on an international level. The project partners are University of Economics, Prague; University Ljubljana; CESIE – European centre of studies and initiatives, Italy and Humak – University of applied Sciences, Finland. This blog is one of three blogs produced during the project by Humak. Chapter 1 here and Chapter 2 here.

 

Communication during the life span of a project

Project communication is often split into internal and external communication. Internal communication addresses the project team, steering group and partners, whereas the external communication is directed to the target groups and external partners of the project activities. For successful project communication, both these communication lines need to be taken into account already at the planning stage of the project. (Ruuska 2012, 101-103.)

A project lifecycle can roughly be divided into three phases: development and launch, implementation and finalization. During the development phase, project partners will work on the idea shaping the project, its time frame, the actual project plan and submission of a strong application. In the implementation phase the plan is realized and the actual activities are carried out. In the finalization phase the outcomes and deliverables are brought together, reports are written and the focus is on dissemination of project results. In this phase also further development needs are defined for potential future projects. (Nutshell 2023.)

 

Communication during the development and launch phase

During the life span of a project the focus of communication varies (Ruuska 2012, 103-104). In the development and launch phase, communication is especially focused on internal communication among project partners. Project partners need to communicate their ideas as clear and concrete as possible in order to be able to structure a clear project plan, which is in line with the criteria of the funding instrument,  as well as with the partners’ common expectations. Clear internal communication at this phase is also crucial in order to get all partners to commit to time frames and the project outline.

In the development phase it is also important to carefully set-up a communication plan as part of the project plan. The communication plan is made to serve especially the project team and project partners. The important parts of the communication plan are the target groups (who needs information about the project and when), what is the essential information to be shared, who is responsible for sharing the information and which channels will be used. (Mäntyneva 2016, 111-112.)

The communication plan can be structured based on the activities and time line of the full project plan. It can be built in for example a chart form. In the chart the lines can be formed by communication aims, target groups, channels, activities, division of tasks and budget. (Aho & al. 2022a.)

 

 

Communication during the implementation phase

During the implementation phase it is crucial to reach the target groups (including external partners), meaning that focus is more on external than internal communication. How to reach target groups for events held in the project? How to wake their interest and get them to commit to the activities? How to build publicity about the project? etc. (Ruuska 2012, 103-104.) In this phase the need for external communication increases as activities peak.

The core message of the project should be created in the implementation stage so that all the partners involved understand it the same way and are able to communicate it correct. The core message is the key content and goals of the project in written form. It should describe the meaning, target group and aim of the project briefly, as well as give an overview of the concrete actions with the objective to convince the reader. (Aho & al. 2022b.)

 

Communication during the finalization phase

In the finalization and dissemination phase (which hopefully starts throughout the project) the importance of internal communication enhances, in order to secure that all activities and goals are covered during the project period. For successful dissemination both internal and external communication will need to be in focus. (Ruuska 2012, 103-104.) As the Nutshell project plan (2020) states ”An effective and stable communication between the consortium members is vital for a firm subsequent networking and dissemination strategy.”

In the last phases of the project it is too late for the external communication to begin. In the dissemination phase it is important to show what has been achieved in the project, both to the partners in the project but expecially to the general public.

During the finalization it is important to report to the funder of the project, the results and show that the project plan has been implemented as planned.

 

Conclusion

Clear and efficient project communication is the core to success of the project during all its phases. In the different phases the role of external and internal communication varies but both are crucial for the success of the project as a whole.

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Baana project as an example of successful project communication

Baana project supported migrant employment and gave employee support to companies in Southwest Finland during three years 2016-2019.  The communication plan for Baana project was created in the launch phase and developed during the implementation and finalization phases. The core message was “Work, education, and support for entrepreneurship! Baana offers free guidance for job seekers at the beginning of their employment journey, and supports employers in hiring immigrants.” When the core message and communication plan  were ready brochures and roll-ups were published and used. Web- and Facebook pages were founded and frequently updated. Project staff actively worked in different networks informing people about the project oppotunities. This, just to mention a few concrete examples of communication activities. Baana project held a final seminar presenting the results of the project, made a video presenting all its achievements. Also several publications were published as deliverables of the project. Before this comprehensive internal comunication of these results had been carried out.

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Sources

Aho, Karoliina; Alavaikko, Mika; Johansson, Elina; Koskiniemi, Jukka ja Mäenpää, Niina 2022a. Hankkeen viestintäsuunnitelma. Youtube-video 24.2.2022. Diakonia-ammattikorkeakoulu. Viitattu 14.3.2023. https://www.youtube.com/watch?v=OHInz5N1XCg

Aho, Karoliina; Alavaikko, Mika; Johansson, Elina; Koskiniemi, Jukka ja Mäenpää, Niina 2022b. Hankkeen ydinviesti ja pitchaus. Youtube-video 24.2.2022. Diakonia-ammattikorkeakoulu.  Viitattu 21.3.2023. Diakonia-ammattikorkeakoulu. https://youtu.be/QhJCTZdQWwI

Baana project 2019. Communication plan. Not published.

Mäntyneva, Mikko 2016. Hallittu projekti: Jäntevästä suunnittelusta menestykselliseen toteutukseen. 1. painos. Helsinki: Kauppakamari

Nutshell 2020. Project proposal. Not published.

Nutshell 2023. The Nutshell Project Management Toolkit for Higher Education Institutions. Seen 19.5.2023. https://cesie.org/en/resources/project-nutshell-toolkit/

Ruuska, Kai 2012. Pidä projekti hallinnassa: Suunnittelu, menetelmät, vuorovaikutus. 7. painos. Helsinki: Talentum.