Communications management for difficult and unpopular projects

Classical PR works on the basis that the public wants to buy the product. But the classic tools – media relations, leaflets, public meetings and exhibitions, and even advertising – all fail instantly when the product offered is unpopular or resisted. The approach for the communications of contentious projects is different and makes use of the “power pyramid”, which is how decisions are made within the democratic system. Stakeholders are the key to the successful communications management of difficult projects. To be successful, contentious projects must utilise a special stakeholder – the third‐party advocate. A mechanism for segmenting these stakeholders and mobilising them – often through a mutually beneficial project – must be in place. This maximises the chances of contentious projects succeeding.