Dear Reader,
A project without a plan is like a ship without a rudder.
That’s why creating a project management plan is a critical step in any project. A project management plan outlines the project’s goals, deliverables, timelines, resources, and budget. It serves as a roadmap, guiding your team from the project’s initiation to its closure.
A project management plan can help ensure that your campaigns are well-coordinated, timely, and effective. So, how can you create a comprehensive project management plan for your next marketing or PR project?
Here are 4 best practices to use when creating a project management plan:
Best Practice 1: Utilise the SMART Model
Setting goals is an important part of any project management process and for many companies, marketing project management best practices include utilizing the SMART model by setting Specific, Measurable, Accurate, Realistic and Time-sensitive goals. This can be done both at the outset of a project and throughout as the project develops and it can be applied to both overarching and smaller goals. Following this model is perhaps the simplest way to create and accomplish actionable goals. (reference: https://toggl.com/blog/how-to-create-a-marketing-project-plan)
Best Practice 2: Develop a Project Brief
One of the most important project management best practices to know is creating a project brief, also known as a project charter. It’s a short, concise document that gives a 30,000-foot overview of the project and its scope. Your project brief should define the “true north” of your project. Use it to quickly get approvals and everyone’s buy-in. However, you have to revisit the project brief throughout the project to keep everyone on the same page⁵. (reference: https://www.teamwork.com/blog/project-management-best-practices/)
Best Practice 3: Use a Structured Approach
A structured approach to project management can help keep your project on track3. This involves following the five key stages of project management: initiation, planning, execution, monitoring and control, and closure (reference: https://venngage.com/blog/project-management-plan/). In marketing or PR, you could add a marketing strategy phase where you gather market research and data and use your findings to set your project plan in motion (reference: https://asana.com/resources/project-management-plan).
Best Practice 4: Use Data-Driven Communication
Use data to tailor your communications to the specific needs of your stakeholders. By identifying the interests and needs of stakeholders, you can ensure that your messages are received and understood¹. (reference: https://asana.com/resources/marketing-project-management)
Using best practices, your roadmap should cover:
Scope
Define the boundaries of your project. What’s included? What isn’t? Clear scope prevents misunderstandings and helps keep everyone on the same page.
Objectives and Deliverables
What are you working towards? Break down your objectives into tangible deliverables. For example:
Deliverable: Launch a new campaign website.
Objective: Increase traffic by 25% within three months.
Timeline
Set milestones and deadlines. A timeline ensures progress is measurable and keeps the momentum going.
Resources
Identify what you need—team members, budget, tools, and time. Planning resources early reduces the risk of delays or overspending.
Risk Management
Anticipate potential hurdles. What could go wrong, and how will you address it? A risk plan ensures you’re ready for the unexpected.
Each component works together to guide your team and stakeholders, aligning efforts with your goals. Without this clarity, projects can drift off course, leaving teams frustrated and results underwhelming.
Remember, a good project management plan is not set in stone. It should be flexible enough to adapt to changes and unforeseen challenges. So, don’t be afraid to revise your plan as needed.
Reach out to us at the Guild of Communicators Academy (academy@gocommunicators.com) if you have any questions!
In our next email, we’ll discuss how to evaluate a project’s success and identify lessons for the future.
For more reading from this email series:
Email 1 – Introduction to Project Management
Email 2 – Understanding Project Management
Email 3 – The Framework of Project Management
Email 4 – Identifying Decision Makers and Stakeholders
Email 5 – Creating a Project Management Plan
Email 6 – Measuring Project Success
Email 7 – Reporting and Sharing Project Success
Email 8 – Conducting an After-Action Review