Specialist Certificate (Internal Communications)
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INTRODUCTION
The Specialist Certificate (Internal Communication) will give you a detailed introduction to PR and enable you to develop the knowledge and skills to progress in a career in PR. You will be introduced to the key concepts, theories, techniques and skills needed to operate effectively as an internal communicator.
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COURSE OBJECTIVES
By the end of the course, you‘ll be able to:
- Develop a Corporate Communications Strategy and Plan for your organisation, which aligns to business fundamentals, captures stakeholder needs and optimises the channels available to you
- Conduct a review of your organisation’s current communications capabilities and future needs
- Articulate the critical success factors for internal communications and effective alignment with business strategy
- Identify, map and meet your stakeholders’ needs for internal communications
- Evaluate your audiences and their needs, so that your messages resonate with them and invoke the intended response
- Act as a Strategic Internal Communications Business Partner, by understanding your role as trusted advisor, the importance of personal influence, and the relationship between internal communications, employee engagement and customer satisfaction
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COURSE AUDIENCE
This course is made for:
- his cutting edge course is created for professionals interested in maximising internal communications in their companies. From Department Heads and HR Directors to Internal Communications Managers and PR Managers, this course is for everyone interested in engaging their employees and creating an ambassadorial workforce.
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COURSE OUTLINE
DAY ONE:
Unit One
Apply key concepts in internal communication:
- The evolution of internal communication as a strategic management function;
- Organisational structures, leadership and management;
DAY TWO:
- Organisational culture and its impact on internal communication practice;
- The role of internal communication in major change management programmes;
- Using effective approaches to communication and engagement.
DAY THREE:
Unit Two
Define internal communication and engagement models and concepts:
- Keeping employees informed and the employee voice;
- Work engagement (how employees become engaged);
- Internal communication and organisational engagement;
- The psychology of communication and engagement;
DAY FOUR:
Unit Three
Critically evaluate and implement internal communication planning, including:
- Audit and research methodologies; communication and organisational engagement;
- Internal communication planning and management;
- Advanced channel management, content creation and curation;
DAY FIVE:
- Measurement and evaluation of outputs and outcomes;
- Applying principles of ethical and professional practice
- Production of management reports, recommending performance improvements.
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