Project Management Principles: ATC Communication & Development

This report analyzes the application of project management principles within the Australian Tree Corporation (ATC), a three-year-old organization rooted in American tree farming. It addresses the company's challenges in establishing effective communication, which has led to differing perspectives among stakeholders and hindered unified project goals. The report outlines a communication plan aimed at improving internal and external knowledge sharing, utilizing digital communication tools and channels. Key objectives include identifying communication problems, resolving differences in opinion, understanding stakeholder perspectives, and devising a project management-based communication strategy. Deliverables include evaluating digital tools, identifying stakeholders, and creating internal and external communication plans to align the organization's strategic goals and resource utilization effectively. The ultimate aim is to ensure a uniform understanding of the business context among all stakeholders, fostering better decision-making and organizational growth.

Running head: PROJECT MANAGEMENT PRINCIPLES
Project Management Principles
Name of the Student
Name of the University
Author Note

1PROJECT MANAGEMENT PRINCIPLES
Table of Contents
Introduction................................................................................................................................2
Project Background................................................................................................................3
Project goal.........................................................................................................................4
Project objective.................................................................................................................4
Project Deliverable.............................................................................................................5
Strategic alignment of project............................................................................................5
Digital communications tools or channels to present............................................................6
Sharing and communicating in the business context.............................................................7
Identification of the appropriate digital tools for the communication plan...........................8
Evaluation of the appropriate digital tools for the communication plan............................8
Effective communication with the utilization of the appropriate digital tools and
channels............................................................................................................................10
External Communications Plan........................................................................................11
Advanced understanding of the project management framework and the recent
developments in the project.................................................................................................13
Developing the project plan with the proper project management tools and techniques for
the new project.....................................................................................................................13
Conclusion................................................................................................................................14
References................................................................................................................................15

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Introduction
Communication plays really important role in any kind of business organisation for all
the business aspects be it in house or external. Communication setup internal lesson
organisation deal with all the staff meeting with the help of return messages and emails. with
this, the external communications through the dealers and suppliers and other business
organisations and the customers are also set up in the most feasible way possible (Pagani and
Pardo 2017). Effective business communication helps in organisation to build a good
relationship between the staff and employee with the help of increasing productivity and
reaching the vision of the company. and, communication also has an ability of declining a
business resulting into unforeseen problems that we include the dissertation of the customers,
production and productivity and even the delay in project. Following would be a description
about the project for the organisation of Australian Tree Corporation that would describe how
effective communication could be set and without how the organisation was not considered to
be having an effective communication resulting into the decline of the business.
The presentation about the business would be set up in such a way that it would
identify all the problems a business has been going through describing the background of the
project, the new goal that the project is currently looking forward to, objective that business
would like to reach and the derivation of the project with attending the strategic alignment for
the project. The school help in establishing the digital communication tools or channels that
might be helpful for the establishment of communication plan within the business
organisation. This should also help in the evaluation of the appropriate digital tools for the
communication plan with the help of device in the communication plan. Furthermore, this
will also address all the involvement of the internal and external stakeholders and

3PROJECT MANAGEMENT PRINCIPLES
communicated to form an effective communication plan with utilisation of the appropriate
digital tools and channel both for internal and external communication.
Project Background
Australian Tree Corporation is an organisation which is nearly three years old but has
its roots in the tree farming industry of America. Previously used to be an organisation that
was owned by the state but the land was released to interest diversion of Australian tree
corporation. The CEO of the organisation had a lot of perceived potential for the organisation
but he was not at all familiar with the concept of forestry taken as a crop and therefore had to
face a lot of challenges throughout the progression of the organisation. the company became
profitable ever since there has been formation of early efforts for adopting the best practices
and making name fruitful (Pleşanu and Marcu 2018). Within the region, the company
struggled and found their own identity for a private company.
The supply chain however perceives the organisation as a wood supplier company
within the region and therefore it became much harder for the organisation to negotiate new
contracts with them and have a growth in the business in the meaningful ways. In addition to
that, the campaign for bringing about change within the organisation is perceived in different
ways to the company and their management. There was again difference in perseverance
where the company was divided into different groups. one group believed that there should
be 20% of breeding program developed for selecting the best reason plant where it mostly
focused on breeding exotic pines. The company soon began to struggle for meeting the
targets of the company because of natural disasters like drought and wildfires, cyclones and
wind images for the trees, flooding and the increase in mortality of the young trees started to
make it hard for the organisation. They understood that the primary problem was the
environmental change and the vulnerability of the trees for harvesting a better plan and

4PROJECT MANAGEMENT PRINCIPLES
manage the forest. The primary problem was with the solicitation of the different perspectives
that people had, which generally showcases how the organisation falls short of an effective
communication plan since there is difference in communication and knowledge sharing.
This is why following would be plan device to understand how the communication
plan that could not be formulated within the organisation can find its place again with
effective planning.
Project goal
The goal of the project is to understand all the problem the company is having in
pursuing one single thing from different perspectives. The difference in mind causes people
to have differences in opinion, but the organisation was also having a problem in in
communication within the different people in the organisation and also the supply chain
management (Chaffey and Ellis-Chadwick 2019). This made them really difficult to cope up
with having a unified project goal developed. This is why the primary goal before attending
any organisational goal had become the setting up of a communication plan that would help
in in setting a proper communication between all the team members in the organisation and
also between the other stakeholders of the organisation.
Project objective
The following would be the Project objective for Australian Tree Corporation as listed
below:
 To find out the problem that the organisation is having in communicating.
 To find out the differences in opinion that the organisation has with during the
vision of the organisation.

5PROJECT MANAGEMENT PRINCIPLES
 To find out how the stakeholders of the organisations have been receiving one
single thing from different perspectives.
 To find out how the organisation can devise a plan according to the project
management principles for establishing a communication plan so that
knowledge is shared within the entire organisation starting from the internal
stakeholders to the external stakeholders.
Project Deliverable
Project deliverables includes the evaluation of the appropriate digital tools for the
communication plan, the identification of the appropriate digital tools for the communication
plan, the identification of the internal and external stakeholders would be involved in the
communication plan, the effective communication with the utilisation of the appropriate
digital channels, the internal information management plan that would compare the medium
activity, responsibility, frequency for the project of establishing an effective communication
and the external communication plan.
Strategic alignment of project
The strategic alignment of the project is usually meant by the link that is formed
between the structure of the organisation and the resources that the organisation has to
strategize the business environment and devising any plan out of it (Yeomans and FitzPatrick
2017). For this particular reason Australian Tree Corporation would also be justified with the
utilisation of the structure of the organisation and also the resources that are available to form
a particular communication plan that would help the business organisation to create a proper
sharing of knowledge so that people would not have different perspectives of living a single
organisational goal.

6PROJECT MANAGEMENT PRINCIPLES
This is another reason that strategic alignment of the project is required in this area is
that, with this plan the organisation would understand how to effectively utilise all the
resources of the organisation to make sure that the communication plant does not utilise more
resources of the organisation that is not required. The more the organisation realises the
understanding of implementing a strategic alignment of the project, it would accept that the
Australian Tree Corporation is a medium-sized organisation making progress towards the
larger structure of the business. This would enable the organisation to have its proper
resources utilised for the project.
Digital communications tools or channels to present
for the communication of digital marketing that the organisation is currently looking
forward to implement in the organisation, it would require some digital communication tools
or channels that would be presented to the sponsors and executives of the business project so
that they can make sure the digital marketing communications plan that has been formulated
for the Australian tree corporation. it should be understood first that the digital marketing
communication tools are the equivalent of the traditional marketing communications mix.
they also need to understand that this would employ the organisation with some tools that
would be adopted to solve the online marketing challenge and enable a new innovative online
tool for employing the digital marketing communications mix. these are also known as the
digital media channels when their online equivalent sir form and employed in the offline
campaigns and online campaigns of the organisation (Peter and Jarratt 2015). This includes
different tools like display ads, Search engine optimisation, pay per click advertising and also
the affiliated marketing among other useful tools. it is understandable that it would not just
make the people within the organisation and the supply chain understand what the company
has its vision and mission about, but it also ensures that the organisation is near to their

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customers as well. having a digital communication tool enabled within the organisation, it
would have a much greater audience that normal marketing would have. This would not just
make the supply chain management understand what the organisation is all about, but would
also make the management come to a uniform decision regarding the betterment of the
organisation. The digital communication tools and channels that have been mentioned above
would be utilised in the plan for sharing and communicating the business context.
Sharing and communicating in the business context
It is important that the Australian tree corporation understands what the sharing in
communicating of the business contacts means. it has previously been found that the
organisation does not acknowledge the idea of sharing a business contacts and
communicating with the entire organisation. it is also informed previously that the supply
chain management of the organisation thought that the organisation only dealt with the
problems regarding the supply chain management and transferred wooden logs from one
place to another. The CEO of the organisation had little idea about how to vertically integrate
the future of the industry with the organisation with owning the equipment of cutting trees
down and transport to the customers. However, later they found out that they would also
enable the organisation to outsource the equipment for cutting down trees as well and would
very much like to evaluate all the options thoroughly for the future. The wood supplier
organisation as perceived by the supply chain management is not what the organisation was
all about (Gill and VanBoskirk 2016). The company also believed in controlling the growth
of trees in the ground and structural timber production for the houses. Therefore, it is seen
that the organisation was not thinking about cutting trees down and supplying wood but also,
they wanted to explore different options for the future even investing in development of
breeding programs to select the best trees for planting, including the exotic pine trees.

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The target of the company was struggling to be met for the natural disasters and a
budget was decided to help the organisation have an analyst team built for investigating the
potential project that it can be physically enabled within the organisation to understand
alternative way of bringing the business back to its position. Having a communication plants
that would make sure that the business contacts is uniform and it is unanimously shared
among all the business stakeholders, be them internal or external.
Identification of the appropriate digital tools for the communication plan
The digital tools that would be appropriate for setting up the communication plan can
be listed as follows:
 Social media marketing
 Email marketing
 Display digital advertising
 Online or digital PR
 Search engine marketing
Evaluation of the appropriate digital tools for the communication plan
The above digital tools are selected for this particular purpose of setting of a
communication plan for the organisation of Australian tree corporation is devised due to
various reasons. the social media marketing was established due to its involvement in social
networks like Facebook, LinkedIn, Twitter, Myspace and others (Wheelen et al. 2017). This
is included the advertiser to focus on over 1 billion people involved within the complex social
media advertising program based on their attributes and location, sometimes even the age.
this would ensure that the marketing would be much more detail on the advertising programs.
The email marketing would explain the contents of the business organisation exactly as it

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would be. the visitors and clients and even the supply chain management would be
encouraged to invest within the organisation with the setting up of email newsletters that
would clearly display everything about the organisation and what it is opting to provide the
customers and the stakeholders with. Display advertising on the other hand would be e
described as the primitive type of advertisement but adding a digital twist to it would ensure
that the banners and advertisements are set up in a digital procedure with complex structures
like video advertisement and even it could be a part of a large program like Google AdWords
or something similar (Mazzei and Ravazzani 2015). Online and digital public relations would
make sure that the digital marketing communication is encouraged with positive perception
within the business profile that Australian three corporation is trying to achieve investing in
terms of effort and cash when presented to the business sponsors. on the other hand, the
search engine marketing for the Search engine optimisation for SEO would make sure that
the marketing tools are employed for attaining the best position possible within the search
engines like Google or Yahoo.
1. Internal Information Management
Stakeholders: Every stakeholder including the Management and the Employees of
the organization.
Communication mode 1
Sharing of Encouragement and input of dialogues for internal communication mode.
Communication mode 2
Managers to lead by examples
Communication mode 3
Including the organizational information and goals be detailed in the business
brochures or even the appointment policy documents.

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2. Internal Stakeholders
The internal stakeholders are the CEO, the Management Executives, the employees
and the project team to handle the communications plan.
3. External Communications
Communication mode 1
Training people to share the knowledge about the organization and its vision and mission
to other external stakeholders.
Communication mode 2
Utilization of the digital media to share information about the organization.
Communication mode 3
Establishing regular practises to make the external stakeholders be aware of the
company and its situation.
Effective communication with the utilization of the appropriate digital tools and
channels
Internal Information Management Plan
Medium Activity Responsibility Frequency Comment
1. SharePoint Document
Management
System
PO After creation,
updating as
required
For
Steering
committee
working
team
Reference

11PROJECT MANAGEMENT PRINCIPLES
group
document
sharing.
2. Emails Communication
establishment pf
ideations and plans
Management
Executives
and CEO
Every single
sharing of
information when
time arrives
For making
sure that
every person
within the
organization
has the clear
knowledge
about the
information
shared
within the
organization.
External Communications Plan
Medium Activity Responsibility Frequency Comment
1. Email Communication
establishment
pf ideations and
plans
Management
Executives and
CEO
Every single
sharing of
information
when time
arrives
For making sure
that every person
listed as the
external
stakeholder of the
organization has
the clear