Strategic communication is consolidating itself as a key axis in project management

Experts highlighted at the “Synergy Meets” event, hosted by PMI Dominican Republic, that organizational success depends on communicating with intention, integrating technology, and aligning messages with measurable results.

Strategic communication has ceased to be a complement and has become the central axis of project management, agreed project managers Desiree Báez and Luvesky Fernández during the panel “Synergy Meets: Communication Sector”, held at the Instituto Tecnológico de Santo Domingo (INTEC).

At the meeting, organized by the Project Management Institute (PMI) Dominican Republic chapter, it was emphasized that more than 80% of a project manager's work is linked to effective communication, a determining factor in achieving measurable and sustainable results.

In the panel moderated by communications expert Xiara Paulino, Báez and Fernández discussed how the integration of communication, leadership, and artificial intelligence is redefining project execution in increasingly dynamic environments. The experts agreed that communication is not about “talking more,” but rather about ensuring the message connects, generates action, and provides real value to organizations.

One of the main findings of the meeting was the need to move from improvisation to strategic intent. “Communication is 90% of what we do in project management,” stated Wanda de Jesús, president of PMI Dominican Republic, emphasizing that the correct transmission of messages allows for aligning teams, optimizing processes, and boosting results in any industry. 

From their professional experience, the panelists emphasized that project management brings structure and clarity to disciplines traditionally perceived as creative, such as marketing or branding. In this regard, Fernández explained that integrating project methodologies allows professionals to “move from putting out fires” to becoming impact managers, focused on narrative, coherence, and results.

For his part, Báez emphasized that mastering the context—objectives, risks, and benefits—transforms the project manager's role into that of a strategic agent capable of prioritizing, influencing, and making informed decisions in the face of multiple stakeholders. This approach, he asserted, is key in scenarios where diverse interests converge and where communication must be tailored to each audience.