The Execution-Only Mirage

Ever heard this one? “Communications management only matters when the project’s in full swing—during execution.” It’s a tempting thought—focus on talking when the action starts, right? Wrong. I’ve seen this myth trip up teams hard. Picture a flood relief effort: we jumped into execution without syncing stakeholders early. Result? Misaligned goals, duplicated efforts, and a near meltdown. Communications isn’t an execution-only gig—it’s the thread that ties every phase together. Let’s bust this myth wide open and see why it’s a game-changer from start to finish.

Where This Myth Sneaks In

This idea creeps in because execution feels like the “real” work—tasks flying, deadlines looming. Planning seems quiet, and closeout feels like a wrap-up formality. But skip comms in those “off” phases, and you’re begging for trouble. Early in my career, I breezed past pre-execution comms—big mistake. Stakeholders assumed different priorities, and execution became a firefight. The myth sticks because we undervalue the quiet moments. Truth is, those moments set the stage.

Here’s why it’s flawed:

• Planning’s Silent Chaos: No early alignment = later confusion.
• Execution’s Blind Spots: Without prior comms, teams miss context.
• Closeout’s Loose Ends: Skip it, and lessons vanish.

The Full Symphony: Comms Across Phases

Communications management is like conducting a symphony—every phase needs its notes. In planning, you’re tuning the instruments—stakeholders, scope, risks. I ran a tech rollout where we nailed this: workshops upfront aligned everyone. Execution flowed because the groundwork was solid. Compare that to the flood relief flop—no prep, all mess. Closeout? That’s your encore—capturing wins and lessons.

Here’s the breakdown:

• Initiating/Planning: Define who gets what info—set the rhythm.
• Execution: Keep the tempo—updates, escalations, clarity.
• Closeout: Wrap it up—share results, archive insights.

A colleague once saved a retail launch by looping in vendors pre-execution—smooth as silk. Comms isn’t a phase—it’s the pulse.

A Fresh Tale: The Flood Relief Wake-Up

On a flood relief project, we thought comms could wait—execution was urgent. Big oops. Local agencies assumed one focus, donors another. Mid-project, we were scrambling to sync. Contrast that with a museum exhibit install: pre-launch comms mapped every stakeholder’s role. Execution was a breeze, and closeout sealed the success with a lessons report. The flood taught me: comms isn’t optional—it’s foundational.

Testing the Myth: Sink or Swim

Test it yourself. Skip early comms, and watch execution unravel—missteps galore. I did this once; it sank us. Then, on a software pilot, I front-loaded comms—stakeholders engaged, risks flagged early. We swam. PMI’s 2024 Pulse report backs this: projects with full-lifecycle comms plans cut rework by 40%. For PMP nerds, this is your Identify Stakeholders and Manage Communications processes shining.

Why It’s a Project Lifeline

Believe the myth, and you’re reactive—fixing fires, not preventing them. Bust it, and you’re proactive—aligned, agile, ahead. Full-cycle comms delivers:

• Clarity: No guesswork, just focus.
• Buy-In: Stakeholders stay hooked.
• Resilience: Problems surface early.

Tips to Own the Full Cycle

• Start Strong: Map stakeholders day one.
• Stay Flexible: Adjust channels as phases shift.
• Close Smart: Document what worked (and didn’t).
• Check In: Ask, “Is this landing?”

The Final Note

Communications management isn’t an execution cameo—it’s the whole show. From planning’s first beat to closeout’s last echo, it’s your lifeline. Next time someone says, “Comms can wait,” ask: “Can your project afford to?” Conduct the full symphony, and you’ll hit all the right notes.