Communications Strategy Course
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COURSE DATES AND LOCATIONS
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INTRODUCTION
Strategic Communications have never been more critical. Organizations must communicate effectively with their stakeholders in a crowded communications world to build trust, manage reputation and inform them of their priorities and objectives. You will develop the skills to scan the horizon for issues and forecast and analyze trends that might impact your organization – including political, economic, social, and technological developments. You will get to know the strategic communication process, planning, key parts of the planning and advice, and tips for success. The course has examples of real-life situations from successful actions and situations where strategic communication has failed. You will learn how to make your message clear and how to meet communication objectives. Strategic communication significantly affects the success of all organizations.
This course covers the five-step process for successful strategic communication. In this process, you have to recognize the audience, decide goals and objectives, develop key messages and a tactical plan, and later how the success is evaluated and by which key performance indicators. First of all, make objectives clear to all involved people. Decide what’s the most important message to make your communication strategy. You will need a clear mission to start from the beginning.
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COURSE OBJECTIVES
By the end of the course, you‘ll be able to:
- Understand organizational strategy and strategic communications issues
- Define the aim, objectives, and tactics of a strategic plan
- Identify research needs and ways to source information
- Categories audiences and design programs to engage them
- Identify risks and plan to manage them
- Plan strategic communication.
- Integrating communication strategy with organizational strategy
- Aligning communication goals with business goals
- Select communication objectives.
- Strategic communication tools.
- Measure action results.
- Crystallize main messages.
- Follow a strategic communication plan.
- Create actionable objectives.
- Find the best ways to reach your audience.
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COURSE AUDIENCE
This course is made for :
- Communications professionals
- Directors with communications responsibility
- Corporate Communications Practitioners and Managers
- Public Relations Officers and Managers
- Public Affairs Practitioners
- Marketing Officers and Managers
- Anyone planning a career in PR
- Marketing and sales managers.
- development specialists.
- Managers, leaders, and employees.
- Specialized in production and operations.
- management.
- Managers and directors who are often in front of audiences.
- Beginner communicators who need tools.
- Advanced communicators in a need of new ideas.
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COURSE OUTLINE
Day One
Why is Strategic Communication Important?
- What is communication important – and what is ‘strategic’?
- It starts with the corporate strategy
- Exploring corporate strategy to define your role
- The place of business and communications plans
- Structures for Communications strategies and plans
- Applying these insights to your organization
Day Two
Researching Strategy
- The big picture – analyzing trends
- Using SWOT, PEST, and PESTLE
- Analyzing Opportunities and Threats
- Over the horizon events – early warnings
- Research skills
- Research sources
Day Three
Stakeholder Communications
- Mapping your regular stakeholders
- Identifying ‘situational stakeholders’ by project and issue
- Planning stakeholder communication activities
- Recognizing the need for campaigns
- The skills of negotiation and persuasion
- Stakeholder narrative and messaging
Day Four
Communications Strategy
- Vision, mission, values, and strategy
- Account management and business communications strategies
- SMART objectives
- Creating KPIs and CSFs
- Developing your communications plans
- Consulting on your draft strategy
Day Five
Evaluation
- Communication – what can be measured
- Gathering and using data
- Making your data gathering plan
- Acquiring the tools – your ‘tech stack.’
- Making strategy happen
- Reporting to the C Suite
