When should the sponsor address the project team?

The project manager is the primary communicator with the project team. Sometimes, the sponsor’s presence makes a significant impact on the project team. Here are times to leverage the sponsor’s influence.

• The Kickoff meeting. This meeting sets the project’s direction and confirms the responsibilities of the project manager and the team. Also, the sponsor can talk about the project’s purpose. It’s powerful to hear this from the manager who will benefit the most from project outcomes. That way, team members can ask business-related questions to clarify project benefits and approaches to deliver those benefits.
• Recognizing project milestones. The sponsor is the best person to acknowledge progress. The sponsor’s recognition validates the relevance of the project and management’s interest in project success. This pep talk also confirms that the team is on the right track and boosts their motivation. 
• When significant changes occur. Business, staff, and project conditions often change, sometimes drastically. When that happens, the sponsor must reassert the project’s business value. As a critical member of the management team, the sponsor’s reassurance helps the project team stay focused during turmoil. 
• When a major issue occurs. Significant issues can derail a project. When a major issue occurs, the sponsor can act as an engaged participant in crisis management. This shows their dedication to the project’s success despite the challenges. The sponsor can also validate and reinforce issue response actions. The project team’s morale and dedication is boosted when they see the sponsor participate in recovering the project, rather than assign blame.
• Recognizing outstanding performance.  Attention from a senior leader  accentuates recognition. If the sponsor is part of a recognition event, it will be memorable and powerful for the project team.
• Town Hall meetings. Things change in the business and discoveries during a project may raise questions in stakeholders minds . Town Hall meetings are an effective way to keep everyone up to speed. Have the sponsor present status at these meetings to remind everyone of the project’s importance.
• Project closure. The sponsor being present at closure is the ultimate form of recognition. This acknowledges the project and the team member’s contribution to the business.

Think about whether there is an opportunity to leverage your project sponsor in your current project. If so, great! Next step, discuss with them how they can help the project by communicating with the team. It’s always good to give them some hints (or direct requests) for points to make.

For more about  project sponsors, check out Antonio Nieto-Rodriguez’course, How to Be an Effective Project Sponsor.

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