3. Communication Strategy - Project level
Communications at the project level are applicable across various phases of the project lifecycle. These phases are the following:
| 1. Identification phase - The project is initiated and project scope, suitable PPP models, points of likely support and concerns, financing requirements etc. have been identified. 2. Preparation phase - The project concept is detailed into a well-structured and bankable project. Further, relevant project documentation including bidding and contractual terms are finalised. |
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| 3. Bidding phase - A competitive bidding process is conducted to select a suitable bidder. The phase ends with the signing of an agreement between the public sector entity and private developer selected. 4. Implementation phase - The successful bidder takes over the responsibility for project development and operation in line with the signed agreement. | |
The following table exhibits a generic framework to manage project level communication.
| Communication Aspects | Identification | Preparation | Bidding | Implementation | |
| Priority Stakeholders | • Policy Makers | • Users | • Bidders | • Media | |
| • Government Departments | • Advocacy groups | • Authority | • Users | ||
| • Users | • Employees | • Media | • Employees | ||
| • Employees of Authority | • Government Departments | • Financiers | • Project affected persons | ||
| • | • Mass media | • Private sector | |||
| Communication Focus | • Project need/benefits | • Assess stakeholder needs and concerns | • Project attractiveness | • User awareness | |
| • Precedents | • Mobilise support | • Sponsor credibility | • Grievance redressal | ||
| • Government support | • Assuage concerns | • Process integrity | • Benefit reinforcement | ||
| • Points of support and concern | • Build credibility of project and sponsor | ||||
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| • PPP model |
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| Tools and Channels | • Interpersonal communications | • Importance-Influence grid, behaviour analysis | • Road shows, conferences and events | • Helpdesk, consumer care centres | |
| • Consultations | • Interpersonal communication | • Websites | • Community channels | ||
| • Discussion Papers | • Consultations | • Press briefings on project | • Mass media | ||
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| • Peer sharing | • Arbitration forums | |||
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| • Community channels | • Counseling sessions | |||
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| • Internet/website | • Ombudsperson | |||
Source: Effective communication in PPP projects, Department of Economic Affairs, Ministry of Finance
As the table indicates, effective communication involves prioritising stakeholders and directing communication actions through appropriate channels towards them, in line with the intended objectives of the project phase and those of the overall project. However, it must be noted that the above exhibit is generic and not exhaustive and may not apply as outlined in all projects.
The following sections discuss communication strategy at various phases of the project in detail.