pm-communication

name	pm-communication
description	Communication workflow - presentations, writing, stakeholder management, brand positioning, content marketing, and media relations
triggers	["presentation","stakeholder","writing","communication","alignment","offsite","media","positioning","messaging","brand storytelling","content marketing","community","launch announcement"]

PM Communication: Influence and Align

PMs succeed or fail based on communication. This module covers internal alignment (stakeholders, presentations, writing) and external voice (positioning, content, media).

When to Use This Module

• Preparing a presentation for leadership or board
• Writing memos, emails, or announcements
• Aligning stakeholders on a decision or direction
• Defining product positioning and messaging
• Planning content marketing or community building

Workflow Overview

Understand Audience → Structure Message → Deliver → Follow Up

Skills

1. Giving Presentations

Context: Presentations are decisions in disguise. Every presentation should end with a clear ask.

Framework — Situation-Complication-Resolution (SCR):

1. Situation: What's the current state? (establish shared context, 1-2 slides)
2. Complication: What changed or what's at risk? (create urgency, 1-2 slides)
3. Resolution: What do you recommend? (your proposal + evidence, 3-5 slides)
4. Ask: What do you need from the audience? (decision, resources, alignment)

Presentation Rules:

• One idea per slide
• Lead with the conclusion, then support with evidence
• 10 slides, 20 minutes, 30pt font (Guy Kawasaki rule)
• Rehearse 3x — once for content, once for timing, once for energy

2. Written Communication

Context: Writing is the PM's primary tool for scaling influence. A well-written doc reaches everyone; a meeting reaches only attendees.

Framework — Minto Pyramid Principle:

1. Start with the answer (not the background)
2. Group supporting arguments (3-5 supporting points)
3. Order logically: by importance, chronologically, or by structure
4. Each paragraph opens with its conclusion

Writing Checklist:

• Can someone understand the key point from the first paragraph alone?
• Is every sentence necessary? (cut ruthlessly)
• Are you writing for the reader, not for yourself?
• Have you specified the ask or next step?

3. Stakeholder Alignment

Context: Misalignment is the #1 source of wasted effort. Align early and often.

Framework — Stakeholder Map:

1. List stakeholders: Who cares about this decision?
2. Map influence vs interest: High influence + high interest = manage closely
3. Understand their success metric: What does "good" look like to them?
4. Pre-wire: Share your proposal 1:1 before the group meeting. No surprises.
5. Manage disagreement: Acknowledge their concern, show you considered it, explain your trade-off

Alignment Cadence:

• Weekly: Direct team (standup or async update)
• Biweekly: Cross-functional partners (eng lead, design lead, data)
• Monthly: Leadership (progress against goals, blockers, asks)
• Quarterly: Broader org (strategy update, roadmap preview)

4. Running Offsites

Context: Offsites are for decisions and alignment that can't happen in regular meetings — strategy, culture, team bonding.

Framework — Offsite Design:

1. Define the goal: What decision or alignment must we leave with?
2. Pre-read: Send context 1 week before (not during the offsite)
3. Structure: Alternate between deep work sessions (60-90 min) and breaks
4. Facilitation: Designate a facilitator who isn't the decision-maker
5. Output: End with documented decisions, owners, and next steps

5. Media Relations

Context: Media amplifies your story to audiences you can't reach directly. Control the narrative.

Framework:

1. Story, not features: Media covers stories about people and change, not product specs
2. Embargo strategy: Give exclusive access to 1-2 outlets for bigger coverage
3. Prepare talking points: 3 key messages you want in every article
4. Bridging: When asked an off-topic question, bridge back: "What's really important here is..."
5. Measure: Track share of voice, not just mention count

6. Positioning & Messaging

Context: Positioning is how customers categorize your product in their mind. You don't control it — but you can influence it.

Framework — Positioning Canvas (April Dunford):

1. Competitive alternatives: What would customers use if you didn't exist?
2. Unique attributes: What do you have that alternatives don't?
3. Value: What capability do those attributes enable?
4. Target segment: Who cares most about that value?
5. Market category: What frame of reference helps customers understand what you are?

Messaging Hierarchy:

• One-liner: 10 words that explain what you do
• Elevator pitch: 30 seconds that make someone want to learn more
• Key messages: 3 supporting points that differentiate
• Proof points: Data, quotes, and case studies for each key message

7. Brand Storytelling

Context: Stories are how humans remember. A good brand story makes your product memorable and shareable.

Framework — Story Structure:

1. Hero: Your customer (not your company)
2. Problem: What they struggle with
3. Guide: Your product (you're the guide, not the hero)
4. Plan: How your product solves it
5. Success: What their life looks like after

8. Content Marketing

Context: Content marketing builds authority and generates inbound demand at scale.

Framework — Content Strategy:

1. Topic authority: Pick 3-5 topics where you have genuine expertise
2. Content types: Blog posts (awareness), guides (consideration), case studies (decision)
3. Distribution: SEO for evergreen, social for timely, email for nurture
4. Cadence: Consistency beats volume — 1 great post/week > 5 mediocre posts
5. Measurement: Track pipeline influenced, not just pageviews

9. Community Building

Context: Communities create a moat that competitors can't replicate. They take years to build and provide compounding returns.

Framework — Community Flywheel:

1. Seed: Start with 10 passionate users. Give them early access and make them feel special.
2. Engage: Create rituals (weekly threads, AMAs, meetups)
3. Empower: Give top contributors moderator status, recognition, insider access
4. Scale: Community generates content, support, and advocacy — reducing your CAC
5. Measure: Active contributors, response time, NPS, referral rate

Module Checklist

• Stakeholder map created and updated
• Positioning canvas completed
• Key messages documented (one-liner, elevator pitch, 3 supporting points)
• Communication cadence established
• Presentation follows SCR structure

Related Modules

• For launch communication: pm-execution — launch checklist
• For growth through content: pm-growth
• For brand design assets: design skills at ../../design/