The underestimated value of public engagement

Technical planning and communication: a winning combination

Infrastructure and other construction projects are still primarily managed by engineers and planners. Communication with the public is often overlooked as a key element of the project. Its importance is either underestimated or dismissed as a costly and time-consuming factor. But this view is too narrow: in our society, which increasingly demands information and a say in decision-making, (public) communication is becoming an inherent part of a project’s success – and, ultimately, communication contributes to the value creation of the entire organisation.

Soft factors and their role in individual projects

Information evenings, residents’ consultation sessions, opportunities for public participation: all these communication measures initially cost time and money. However, they create intangible resources: reputation, image, acceptance and stakeholder satisfaction. These soft factors are becoming increasingly important in the implementation of projects and often determine the success or failure of a project. The role of communication throughout the project is that of an ‘enabler’. Communication creates the conditions necessary to foster these soft factors. Those who ultimately gain acceptance for their project amongst stakeholders are able to carry out the technical planning without delays. The project remains on schedule and within budget.

Communication as a source of value for the entire organisation

A positive image and a strong reputation, which can result from individual projects, instil confidence in stakeholders regarding the actions of the entire organisation. This increases the organisation’s scope for realising further projects. The inventors of the Balanced Scorecard*, Robert S. Kaplan and David P. Norton of Harvard Business School, confirm that for many companies, intangible resources are now significantly more valuable than tangible assets. These soft factors do not simply come to a company as a matter of course. According to the two experts, those who have acquired them enjoy a long-term competitive advantage.

Conclusion

(Public) communication does not generate revenue in its own right, but it is a key driver of project and corporate success. In its role as an ‘enabler’, (public) communication creates an important prerequisite for value creation across the entire organisation.

*The Balanced Scorecard is a system that links financial indicators with data on customers, internal processes and innovation. It bridges the gap between corporate strategy and operational activities.

Your contact person

Dr. Karin Schrott

+49-911-530 63-119
ksc@kaltwasser.de