Start with your outcomes

When it comes to project management for communicators, what truly drives success is an outcome-focused approach.?

By homing in on the end results rather than just the steps to get there, we ensure meaningful, impactful, and adaptive project execution.?

Outcomes are the ultimate value and benefits our projects aim to deliver. Understanding this difference is crucial for effective project management and achieving significant, lasting results.?

In this newsletter, we share about how outcome-focused goals, ensuring stakeholder alignment, and continuously assessing progress is an approach that encourages creativity, adaptability, and a results-oriented mindset. We share practical suggestions on how to embrace this approach to drive projects towards meaningful and impactful outcomes, transforming your campaigns with successful, value-driven results.?

Who am I??I provide communications and PR solutions for businesses and practitioners through training, fractional services and business matching. With over 23+ years in the industry, I have created frameworks, methods and content that enable you and your team to deliver growth outcomes for your organisation, brand or team.

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1.???? Are looking to train or coach your PR and marketing team, or other functions on communications, PR and marketing communications.

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Project management is about delivering outcomes in a structured process and manner. At its core, it involves planning, organising, and managing resources to bring about successful project completion.?

A common pitfall in project management is the tendency to overthink and place excessive focus on the objectives. While objectives are important as they outline specific, measurable actions that guide the project, an overemphasis on them can lead to sub-optimal results.?

This over-focus on objectives can cause project managers and teams to become fixated on the steps and tasks, rather than the ultimate goals. This fixation can result in a rigid approach where the project team follows the plan to the letter, even when adjustments might be necessary to achieve better outcomes. This rigidity can stifle creativity and hinder the ability to adapt to new information or changing circumstances.?

To achieve the best results, it is essential to begin with the end in mind—focusing on the outcomes rather than getting bogged down by the objectives. Outcomes are the desired end results or impacts of the project. They represent the ultimate value and benefits that the project is expected to deliver. By keeping the focus on outcomes, project managers and teams can ensure that all activities and efforts are aligned towards achieving meaningful and impactful results.?

Starting with outcomes in mind requires a shift in mindset. Instead of viewing the project as a series of tasks to be completed, it should be seen as a journey towards achieving specific, valuable end goals. This approach encourages flexibility, allowing teams to adapt their strategies and tactics as needed to stay on course towards the desired outcomes.?

Moreover, an outcome-focused approach promotes a holistic view of the project. It encourages consideration of how each task and objective contributes to the larger picture. This perspective helps in identifying and prioritising activities that are most likely to lead to successful outcomes, while de-emphasising or even eliminating efforts that do not directly contribute to the end goals.?

Differentiating Objectives, Outputs, and Outcomes: Why Does It Matter?

Understanding the difference between objectives and outcomes is crucial for effective project management. Objectives are specific, measurable actions that are taken to achieve a goal. They are the steps along the way, guiding the project towards its intended direction. Objectives provide a clear roadmap, detailing the necessary tasks and milestones to be accomplished.?

Outcomes, on the other hand, are the end results or impacts of those actions. They represent the ultimate goals and the value that the project aims to deliver.?

Objectives focus on the "how," outcomes focus on the "why" and "what" of the project. This distinction is vital because it shifts the focus from mere task completion to achieving meaningful and impactful results.?

Outputs are the tangible products or services that result from project activities. They are the immediate deliverables produced during the project's execution. However, outcomes are the changes or benefits that result from those outputs. They are the broader effects that extend beyond the immediate deliverables, reflecting the true impact of the project.?

Mistaking outcomes for objectives or outputs can drive the project down the wrong road, resulting in unintended or unsatisfactory outcomes.?

When a project team is overly fixated on meeting objectives without considering the broader outcomes, they might miss opportunities to create lasting value.?

Consider a PR or communications campaign as an example. An objective might be to secure ten media placements within a month. The output in this case would be the published articles or features. However, the outcome would be increased brand awareness and improved public perception resulting from those media placements. If the focus remains solely on securing media placements – for example, in publications that do not reach out to the right target audience – without considering the desired outcome, the campaign may miss opportunities to create a meaningful impact.?

Key Indicators of Effective Outcome-Focused Project Planning

Planning and optimising for outcomes requires a strategic approach that ensures all project activities are aligned with achieving the desired end results.?

Here are three key indicators that you are on the right track:?

1.???? Outcome-Focused Goals

Your project goals should clearly state the desired outcomes. Instead of simply listing tasks or outputs, ensure that your goals reflect the end benefits you aim to achieve. This means moving beyond a checklist mentality and focusing on the bigger picture.?

For example, rather than setting a goal to "complete a market analysis report," you would aim to "gain actionable insights to drive market strategy." This shift in focus helps in maintaining clarity about what the project is truly intended to accomplish and keeps the team motivated by the broader impact of their work.?

Clearly defined outcome-focused goals provide a sense of direction and purpose for the project team. They help in prioritising tasks that are most likely to contribute to the desired outcomes and eliminate activities that do not add value. This approach encourages a results-oriented mindset, where the emphasis is on achieving tangible benefits rather than just completing tasks.?

2.???? Stakeholder Alignment

All stakeholders should have a shared understanding of the desired outcomes. This alignment ensures that everyone is working towards the same end results, avoiding misunderstandings and misaligned efforts.?

For instance, in a marketing campaign, aligning with stakeholders might involve discussions about how the campaign will influence brand perception and drive customer engagement, rather than just focusing on the number of ads placed or clicks generated.?

Achieving stakeholder alignment requires effective communication and engagement strategies. Regular meetings, updates, and feedback sessions are essential to ensure that all stakeholders are on the same page. Tools such as stakeholder maps and influence diagrams can be used to identify key stakeholders and understand their interests and expectations. This alignment fosters collaboration, builds trust and ensures that the project has the necessary support and resources to succeed.?

3.???? Continuous Evaluation

Regularly assess whether your activities are moving you towards the desired outcomes. This evaluation helps in making necessary adjustments and ensures that the focus remains on achieving the intended impact.?

For example, using key performance indicators (KPIs) that directly relate to the desired outcomes, such as customer satisfaction scores or market share growth, can provide ongoing insights into the project's effectiveness.?

Continuous evaluation involves setting up mechanisms for regular monitoring and assessment of project progress. This can include performance dashboards, regular progress reports, and periodic reviews. By continuously evaluating the project's trajectory, you can identify any potential issues early on and make data-driven decisions to keep the project on track. This proactive approach ensures that the project remains aligned with its intended outcomes and can adapt to any changes in the external environment or project scope.?

The Empowering Psychology of Outcome-Driven Project Planning

Planning for outcomes from a psychological perspective can be highly empowering, offering several benefits that enhance team performance and project success?

Continue reading the article through this link to learn about how an outcome-focused mindset helps with clarity, focus, motivation and flexibility. In turn, these benefits accrue and provide your project with support across our 3 essential steps of outcome-driven project planning.? ???

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