The Power of Advocacy: Bringing the Strategic Plan to Life

1. The Power of Advocacy:Bringing the Strategic Plan to Life James McGeehan Manager, PMI Public Relations

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

3. 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.

4. 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

5. 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

6. 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

7. 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.”

8. 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

9. 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

10. 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

11. 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

12. 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

13. 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

14. PMI Advocacy Plan PMI CEO Gregory Balestrero communicating the value of project management

15. 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

16. 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

17. 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