Development of A Communication Plan For The Portuguese Project Management Observatory (opgp)

The growing complexity of communication ecosystems and the rapid pace of digital transformation have heightened the need for coherent, measurable, and stakeholder-oriented communication strategies. This study develops a structured communication plan for the Portuguese Project Management Observatory (OPGP), a non-profit organization (NPO) committed to promoting best practices and research in project management in Portugal. Despite its strategic relevance, OPGP faces limited public visibility and a fragmented digital presence. To address these challenges, a mixed-method exploratory design was employed, combining documentary analysis with an online questionnaire (n = 142) distributed among stakeholders. Quantitative data was analyzed using descriptive statistics to identify communication habits, preferred channels, and engagement patterns. Findings reveal that 81.7% (n=116) of respondents were unaware of OPGP, with email, LinkedIn, and Instagram emerging as the most relevant channels. Results indicate a significant misalignment between the current communication practices and stakeholder preferences. Based on these insights, an omnichannel communication plan was proposed, integrating channel coordination, content governance, storytelling, and performance indicators (KPIs) to enhance visibility, reputation, and stakeholder engagement. This study contributes to the development of communication strategies for NPOs by demonstrating how data-driven and hybrid (tech-nological-human) approaches can strengthen institutional identity and impact. Fu-ture research will include qualitative exploration and longitudinal monitoring of outcomes.