A good project marketing strategy would be to identify and engage in consultation with the stakeholders from within and outside the government from the very beginning of project development. The stakeholders may include:
• Relevant and knowledgeable officials within the implementing agency;
• Appropriate representation from all other concerned agencies;
• Experts in the field;
• Representatives of interest groups;
• Likely beneficiaries, affected groups and general public; and
• Representatives of potential private investors.
The stakeholder consultation process ensures appropriate project structure and helps in setting the broad terms of the project gradually over the whole project development period. It also greatly helps to identify the major planning and implementation issues early on, and to discuss what generally acceptable solutions are available for their resolution.
Consultation with stakeholders increases the likelihood that actions taken or services provided by the project can more effectively meet the needs of the people and that the benefits of development are more equitably shared. The implementing agency needs to consider a formal mechanism for such public consultations and incorporate the outcomes of consultation in the decision-making process.
Steps need to be taken for information disclosure on the project through the media and other means. Information disclosure helps in better understanding of the project by the general public and various interest groups. It also helps in removing misgivings and facilitates public participation.
It is important to mention here that public participation is extremely important for social sector infrastructure projects (schools, community/civic facilities, housing, etc.) as well as for economic infrastructure projects. Considering its importance, some governments have devised an in-built mechanism for public participation at the planning and design stage of PPP projects.