The Authority should have a detailed Communications Strategy setting out how it will manage communications regarding the Contract covering both internal and outward facing communications. This should have been produced at the OBC stage and developed as the procurement proceeded. Proactive, consistent and clear communication is the key to successful stakeholder management.
The Communications Strategy should set out the Authority's approach to dealing with the media and for communicating the success of the project to the local community and include consideration of any interplay with project specific consultations and any other consultations relating to the development of the local Development Plan Documents. A key period for this issue is likely to be just after the preferred bidder has been appointed, when a period of public and stakeholder engagement will precede and follow submission of the full planning application.
The Authority should not do all this work in isolation, as consultation with the Contractor is vital. It is usually acknowledged that the Contractor leads direct liaison with the public since it is better placed to be able to articulate the features and benefits of the facility. The Authority, on the other hand, is best placed to manage the overall co-ordination of the Communications Strategy and to lead communications with elected members, ensuring that messages remain consistent.
Consultation and communication with stakeholders should continue throughout the project's life, and the Authority should not rely on user satisfaction surveys from the Contractor as the only way of communicating with stakeholders.
A Communications Strategy should have been developed for the procurement period of the project. As part of its mobilisation for the post procurement periods, the Authority should revisit its Communications Strategy to reflect the new periods of the project and the revised strategy should be clearly documented in the Contract Management Manual.
The Contract Management Manual should also include procedures for reviewing and updating the Communications Strategy regularly during the post close period. As individuals and posts are quite likely to change frequently within any stakeholder group, it is essential that the Communications Strategy includes the opportunity to update and train stakeholders to make sure that their expectations remain realistic and that they understand the project objectives. The exercise of restating the clear project objectives and an unambiguous description of success for the project which was carried out with the Contractor should be repeated with stakeholders before the project becomes operational and at regular intervals during the operational period.
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Ongoing review of Communications Strategy Contract Managers should check regularly: • whether there are any changes in the role and contact details of stakeholders; • whether the needs of any stakeholders have changed; • who should be consulted about what; • if there is any need for training at various stages in the project for internal stakeholders; • whether the stakeholder representation governance structure continues to be appropriate; • whether the information feedback arrangements continue to be relevant and whether there should be modifications; • what discussions have been held with stakeholders to discuss and agree arrangements; and • whether the Contract budget is sufficient to implement forthcoming phases of the Communications Strategy, along with appropriate resource. |