Last Wednesday, I introduced four models of non-directive consultancy and here are details of the first, Situation.
Sometimes an organisation says they need a web presence or an improved web presence but they have no clear idea what it can do for them; they need help clarifying their online objectives.
To analyse a situation, use these three steps:
- a written presentation
- exploration and analysis to establish the main focus of the work
- design and plan an assessment the consultor commits to and is able to carry out (possibly with help)
So, let’s take each in turn:
Written Presentation
The consultor prepares a written presentation. The aim is to help them put their situation on the table. The consultant might offer guidance in the form of a questionnaire, for example, that encourages the consultor to think through their situation in detail.
It may include assembling existing documents, for example a business plan, strategies, policies and procedures. The consultant needs to encourage the consultor to think deeply about their paperwork. It isn’t enough to dump documents in the consultant’s lap. Existing paperwork backs up the consultor’s written account of their specific aims for their business and web presence.
The presentation must cover more than the organisation’s online presence. It is essential the consultant understands the consultor’s market, aims, issues, etc before even beginning to think about their online presence.
Exploration and Analysis
This needs to happen at a meeting or using something like Skype or a Google hangout. Face to face is always better but not always practical.
For a face to face meeting, you can sit around a flipchart sheet (A1) of paper and map out the situation between you. Consultant and consultor both hold pens and can annotate one another’s ideas. This provides a common focal point which is harder when you meet online.
The goal is to agree a focal point: what are the main tasks and issues and how are you to tackle them? Whilst with web consultancy, the expectation will be some sort of online presence, the consultant’s role is to find all relevant tasks and issues. Remember your online presence won’t work, if you do not address relevant issues within the business.
- A task is something you need to do. You can agree later who does a given task; the consultant, the consultor or a third-party but the main thing is have a prioritised list.
- An issue acts as a barrier to development an online presence. Sometimes, if issues are not resolved, it is not possible to develop a functional online presence. The consultant’s role is to help the consultor name their issues and work out how to tackle them.
Design and Assessment
The consultant will write an assessment based upon the design and planning that has taken place between the consultor and consultant. The assessment is an action plan for the consultor and it is their responsibility to carry it out. So, the consultor must commit to the assessment and be enthusiastic about carrying the work forward.
The assessment will show them not only what they need in terms of their online presence but also the steps they need to make sure it happens. The consultant can show where the consultor lacks capacity and needs to engage external support. Most sites these days need ongoing maintenance and usually third sector organisations do it in-house.
Third sector organisations are often short of cash and should not feel they have signed up to more than they can handle. So, discuss finance for further consultancy in the assessment.
Furthermore, once the organisation has a plan, it implies changes to its web presence as it develops. So, if an organisation is developing a capital asset for community use, it may in the early months be seeking to build support and finance development work. Later, if the new facility is open to the public, the organisation will need to contact potential customers. The plan may be to build a list during the development phase and market activities once the facility is open to the public. Thought needs to be given to the second stage because the first stage lays the groundwork for the second.
A situation does not have to be at the start of a web project. A review of an existing web presence may be essential if the site is not supporting the work adequately.
Can you think of projects that need an assessment? How would they benefit from analysis of their tasks and issues? What methods or tools would you use to help them think them through?
If you would like to have a go, see my assessment offer.
