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Strategic Communication Management 1: The Communication Professional
Build your value as a strategic communication professional.
This two-day course teaches communication professionals how to plan and implement communication initiatives grounded in business thinking that adds greater value to stakeholders and deliver business results. From analysing the business environment to defining needs, segmenting audiences and delivering measurable outcomes, you’ll walk away with the tools and techniques to build your credibility as a trusted in-demand communication professional.
- Develop your strategic planning and execution skills
- Align your communication efforts with business outcomes
- Build measures and develop ROI for your communication efforts
- Develop a clear understanding of what drives value for stakeholders in today’s communication environment
- Increase your perceived value within the organisation
Professionals working in strategic communication, corporate communication, internal communication, external communication, corporate affairs or public relations. Those leading teams, projects, or having to influence others within the organisation.
Career Level: Foundation, Generalist/Specialist, Strategic Advisor
Upon completion of this course you’ll be able to:
- Build alignment between business needs and communication outcomes
- Know the elements of a strategically focused communication plan
- Develop a clear understanding of what drives value for stakeholders and increase your perceived value within the organisation
- Explore best practices, principles, processes and implementation elements designed to equip you with the knowledge and expertise to deliver business results
- Analyse the business and communication environments to understand how that affects your plan
- Develop research-based measurable objectives that deliver business outcomes
- Identify, segment, and analyse audience characteristics that inform your strategic planning
- Harness the power of preferred communication channels and connect with audiences at an emotional level
- Deliver tactical implementation on multiple levels through multiple channels with a consistent, meaningful voice
- Measure the effect of your work
Day 1
Overview of the strategic communication planning process
- Understand the needs of the business
- Align communication strategy with business needs
- The steps in strategic communication planning
Defining business needs
- Why it’s important to align your approach with business needs and how to take a brief from an internal customer
- How to convert a business need into a communication outcome
Setting SMART objectives aligned with business goals
- The difference between goals, objectives and tactics
- The difference between an output and outcome objective
- Align objectives with business needs
- Set measurable objectives
Defining your measurement approach
- Output versus outcome measures
- The difference between quantitative, qualitative and observational research
- How to set a measurement approach
Audience segmentation and analysis
- How to define and effectively segment audience groups
- How to analyse audience characteristics, why it’s important and how the analysis influences strategic direction
Day 2
Developing key messages
- Why key messages are important
- How to develop clear key messages
- Explore and understand the need to create message maps to bring messages alive
Tactical Implementation
- How to use audience insight and messages to inform tactical planning
- How to determine the right channel mix to achieve results
Measuring the impact of your communication strategy and defining ROI
- How to effectively measure results against objectives and define ROI
- Explore example dashboards
Personal brand
- The essential qualities of a successful communication professional
- Understand your impact on others and the value of collaboration
- Build your personal brand
Provide insight into your organisation and demonstrate your value
- How to demonstrate value by providing insight at every stage of the process
- Use insight to provide more opportunities for communication
- Discover where and how you add value and look at where you spend your time (time/value audit)
Strategic Communication Management 2: Strategic Advisor
Continue to build your value as a strategic advisor and explore how you influence the business and those around you.
This one-day course continues to build your value as a strategic advisor as we explore how you influence the business and the people around you. Build your listening, advising and insight abilities with a number of useful tools and templates. The course covers a multidisciplinary approach to communication.
- Step up your strategic approach in a changing stakeholder environment
- Understand and develop your leadership capability
- Build great relationships and get the best out of people
- Develop your consulting skills
- Influence others and build your strategic advisory skills
Professionals working in strategic communication, corporate communication, internal communication, external communication, corporate affairs or public relations. Those leading teams, projects, or having to influence others within the organisation.
Career Level: Generalist/Specialist, Strategic Advisor, Business Leader
Stepping up your strategic approach in a changing stakeholder environment
- Advising the business using the client relationship model
- A new approach to strategic communication
- State of trust and the context of relationships
- Using audience insight to inform your strategy
Understanding and developing your leadership capability
- Exploring your leadership profile and the profile of others you work with
- How to continue building strong relationships and influencing others
Building great relationships and getting the best out of people
- Emotional intelligence and the emotional competence framework
- Coaching skills, giving and receiving feedback
- Having tricky conversations
Develop your consulting skills
- Three levels of listening
- The power of questions
- Taking the brief and understanding how to use this insight to inform your approach
Influencing others and building your strategic advisory skills
- Understanding others, the various viewpoints
- Power of influence using Logos, Ethos and Pathos
- Understand why people come to you for advice and how you build your value
- Be seen as the strategic advisor or trusted business partner in your organisation
- Keep people coming back and understand where you can make the biggest impact on driving the business
Strategic Communication Management 3: Business Leader
Demonstrate your business acumen by ensuring your communication strategy delivers on the business strategy.
This one-day course is designed for communication professionals who currently occupy, or want to occupy senior leadership roles within organisations, and those who want to gain a better understanding of business strategy.
This course builds on senior communication knowledge and skills, providing additional development for change management, negotiation and influencing skills, advanced strategy planning, budgeting and financial management, and coaching skills.
- Explore business and communication strategy
- Measure your strategy and apply business acumen
- Get your stakeholders on board
- Put it all into practice by building your own strategy
This course will be of interest to those with a number of years of experience in the communication profession who occupy senior roles.
Career level: Strategic Advisor, Business Leader
Exploring strategy
- Understanding business strategy and how communication strategy fits
- Navigating a strategic planning process
- Examples of good strategy
Measuring strategy and applying business acumen
- Research and analysis as part of the strategy process
- Applying the right measures to your strategy
- Budgeting and basic financial planning
- Demonstrating ROI
Getting your stakeholders onboard
- Explore change and stakeholder management, the lessons to learn
- Influencing and coaching through your strategy
- Implement, embed and monitor your strategy
Putting it all into practice
- Explore a case study and build a strategy
- Develop a rollout plan
Measuring Internal Communication
Communication research and measurement are fundamental inputs and outputs to developing a communication strategy and delivering business results.
In this one-day course, learn how to use research to inform strategy and how to measure the impact of your work returning great ROI to your organisation.
- Benchmark your current state across internal and external communication
- Explore a variety of research methodologies and determine the effect your key messages have on stakeholder awareness, understanding and behaviour
- Analyse the information you gather and use it to inform your strategies
- Use insights to deliver measurable results and demonstrate the impact of your work
- Measure your effectiveness and create insight for the business including demonstrating ROI
- Everything you wanted to know about focus groups and writing questions
Internal communication, strategic communication or corporate communication professionals, public relations, public affairs practitioners.
Career Level: Generalist/specialist, strategic advisor.
Research as input to strategic communication planning
- Explore best practices in research and measurement
- Explore methodologies, internal research, leading and lagging indicators
- Learn where to get the data and how to measure to create meaningful benchmarks
Build your measurement approach and plan
- Analyse the data against business and audience needs
- Explore qualitative, quantitative and observational measures
- Segment and analyse audiences
- Establish measurable outcome and output based objectives
Conduct an internal audit
- Conduct an internal communication audit
- Learn what to measure and how to measure it
Measure your effectiveness and create insight into the business
- Turn your measures into meaningful business results
- Demonstrate ROI
- Create a dashboard for your executive team
Communicating About Societal Impact: ESG communication
How to plan and implement communication programs that communicate about environmental, social and governance (ESG) initiatives.
This two-day virtual course reinforces the importance of developing and implementing purposeful communication and teaches communication professionals a number of practical ways they can improve the way they communicate their organisation’s social impact and performance. Explore how to communicate with stakeholders more openly and build trusted internal and external relationships.
- Align your communication efforts with ESG outcomes
- Build measures and develop ROI for your ESG communication efforts
- Increase your perceived value within the organisation
- Understand what drives societal value for stakeholders in today’s communication environment
Communication professionals working in corporate social responsibility, government relations, issues management, strategic communication, corporate communication, internal communication, external communication, corporate affairs or public relations. Those leading teams, ESG projects, or having to influence others about ESG within the organisation.
Career Level: Foundation, Generalist/Specialist, Strategic Advisor
Upon completion of this course you’ll be able to:
- Build alignment between ESG and communication outcomes
- Develop a clear understanding of what drives ESG value for stakeholders
- Know the elements of a strategically focused ESG communication plan
- Mobilise employee ambassadors
- Explore best practices, principles, processes and implementation elements designed to equip you with the knowledge and expertise to deliver business results
Day 1
The changing stakeholder environment
- From sustainability and CSR to ESG
- The state of trust and the context of relationships
- Use audience insight to inform your ESG strategy
Find your ESG story
- The Communication Value Circle
- Communicating a purposeful culture
- Integrate ESG into your communication
- Communicating ESG metrics
Build a top employer brand
- Align your mission, vision, purpose and values
- Listen and respond to what motivates your employees
- Mobilise employee ambassadors
Embrace digital dialogue
- Communicate your ESG messages on social media
- Activate social listening
- The highly social CEO (and other leaders)
Day 2
Build your ESG communication strategy
- Define your ROI
- Align your ESG communication strategy with ESG business needs
- Apply the right measures to your strategy
- Implement, embed and monitor your strategy
Get your stakeholders on board
- Explore stakeholder management and the lessons to learn
- Influencing and coaching through your strategy
Put it all into practice
- Explore a case study and build an ESG communication strategy
- Develop a rollout plan
Take Charge of Change
This virtual course is delivered over four consecutive weeks and runs for 90mins at a time.
This virtual course is delivered over four consecutive weeks and runs for 90mins at a time.
- Understand the context and psychology of change and its impact on people
- Explore the factors associated with change resistance
- Learn practical tips, and gain access to tools, processes and models
- Identify and engage with various stakeholder groups in a planned way
- Understand the strategic approach to change communication
- Understand the role of leaders and how to build their change competencies
- Understand and measure the impact of change on the business
Professionals working in strategic communication, corporate communication, internal communication, external communication, corporate affairs or public relations. Those leading teams, projects, or having to influence others within the organisation.
Career Level: Generalist/Specialist, Strategic Advisor, Business Leader
Module 1:
Setting the context for change
- The landscape for organisational communication
- Change communication vs. change management
- Building the case for good change communication practices
- Our role in facilitating change
Module 2:
The psychological journey through change
- The impact of change on organisations and individuals
- The change curve and the role for organisational communication
- Understanding change resistance
- Where communication adds the most value
Module 3:
Managing our stakeholders in change
- Defining and understanding the various stakeholders in change
- When to engage and when not to engage with various groups
- Developing your stakeholder management plan
- What tactics to develop through change
Module 4:
Working with leaders and others along the way
- Working through the leader’s role in change and how we can support them
- Exploring organisational trust
- Building a robust change plan
Powerful Presentations
Deliver messages that engage your audience and shift perceptions.
Whether you’re speaking with a large audience or a small team of people, your ability to clearly communicate and influence awareness, understanding and support is critical. This one-day course will prepare you to deliver messages, engage your audience and shift perceptions.
- Identify and analyse your audience and their needs and expectations in ways that connect with them on an emotional and logical level
- Explore how to use the power of three and neuro-linguistics that provide insights into how the human brain thinks and how you can use it to your advantage
- Engage your audience with compelling visuals and meaningful language
- Explore different types of presentations ranging from the traditional to the more contemporary, using the same basic rules
- Discover insider presentation tips before you take your masterpiece out for a test drive
Professionals working in strategic communication, corporate communication, internal communication, external communication, corporate affairs or public relations. Those leading teams, projects, or having to influence others within the organisation.
Career Level: Generalist/Specialist, Strategic Advisor, Business Leader
Upon completion of this course you’ll be able to:
Prepare
- Set objectives
- Analyse your audience
- Understand the human brain and how it works
- Learn to use the power of three and chunking techniques
- Develop compelling content that tells a story and engages your audience
Produce
- Learn the six Cs of great presentations and why they are important
- Write with impact using active verbs and discover what words to use and not to use
- Develop an interactive slide deck punctuated by compelling visuals
Present
- Discover how to be powerful, persuasive, personal and visual
- Manage the drifting-into-other-thoughts factor when audience attention strays
- Engage your audience through interactive conversation
- Prepare and present with style to drive the message home
- Gain powerful tips and tools
Advanced Writing Skills for Business
Master advanced business writing to communicate with impact.
This one-day program will build on your writing skills to become more effective and time efficient. You will learn how to take a strategic approach to your written communication, engaging with AI and other supporting technologies to assist you.
- Take a strategic and analytical approach to your writing
- Improve your editing and proofreading skills
- Use fact-checking and credible sources of information
- Explore the difference between misinformation and disinformation
- Explore the AI tools that can help you become more efficient
Business professionals who wish to gain more confidence and become more effective and efficient writers.
Career Level: All career levels
Getting what you need from your writing
- The importance of effective business writing
- Develop a framework of credibility in order to write with influence
- Tools to help you take a strategic and analytical approach
Deep diving into corporate audiences
- Understand the target audience for your written communication
- Common challenges in business writing
- Target to influence
Writing successful business documents
- Use the framework of credibility to explore excellence in writing
- Improve your editing and proofreading skills
- Fact check and use credible sources
- Understand the difference between misinformation and disinformation
- Use AI as your assistant
Writing for different mediums
- Write for digital platforms
- Write for other mediums
Advanced Writing Skills for Government
Master advanced government writing to communicate with impact.
This one-day program will build on your writing skills to become more effective and time-efficient. You will learn how to take a strategic approach to your government communication, resulting in fewer necessary edits.
- Take a strategic and analytical approach with your writing
- Improve your editing and proofreading skills
- Use fact-checking and credible sources of information
- Explore the difference between misinformation and disinformation
- Explore the AI tools that can help you become more efficient
Government professionals who wish to gain more confidence and become more effective and efficient writers.
Career Level: All career levels
Getting what you need from your writing
- The importance of effective business writing
- Develop a framework of credibility in order to write with influence
- Tools to help you take a strategic and analytical approach
Deep diving into government audiences
- Understand the target audience for your written communication
- Common challenges in government writing
- Target to influence
Writing successful tenders, ministerial briefs, and other reports
- Use the framework of credibility to explore excellence in writing
- Improve your editing and proofreading skills
- Fact check and use credible sources
- Understand the difference between misinformation and disinformation
- Use AI as your assistant
Writing for different mediums
- Write for digital platforms
- Write for other mediums
Leadership communication for managers
Become a high performing communicator and boost your leadership skills.
Poor manager communication skills is consistently one of the top barriers to employee communication being a success. When managers communicate well with employees, the organisation benefits through timeliness, clarity, relevance and consistency of messages. This course will equip you with the essential skills you need to become a high-performing communicator, capable of empowering and engaging your team and contributing to the overall success of the business.
- Communicate the right message to the right people at the right time, to ensure understanding and motivate action
- Ensure key messages resonate at every level and function, for clear strategic context and line-of-sight
- Anticipate and lead change to keep initiatives on-track
- Build effective working relationships and boost organisation-wide collaboration and productivity
- Reinforce business priorities and identify barriers to success using real examples from your daily work.
Leaders and managers who want to improve their communication skills to empower and engage their team members and build high-performing teams.
Career Level: All career levels
Importance of effective communication
- The pyramid of effective communication
- Why communication matters
- The impact on the organisation’s bottom line
- The role of the manager in the communication equation
Use the 4Ms to keep communication simple
- Market – what do your people need (and want) when it comes from communication?
- Message – make a personal connection through clear and consistent communication
- Media – choose the right channel of communication
- Measure – focus on outcome
Mastering the art of conversations
- Understand and practice effective listening
- Listening vs hearing – become a better listener
- Ask the question and hold the silence
The psychological journey through change
- The impact of change on organisations and individuals
- The change curve and the role of organisational communication
- Understanding change resistance
- Where communication and leaders add the most value
Leadership communication 2.0
- The four factors required to develop trust
- Emotional intelligence and the emotional competence framework
- Having difficult conversations
- Communicating authentically
Practical Communication Skills for Business
Get the buy-in and support you need through effective communication.
Discover the art of fostering effective communication within your business and get the buy-in you need. Mastering the skill of defining, engaging, and delivering tailored communication to your target audience in their preferred manner is the key to achieving successful communication outcomes. This program is designed to enhance your communication strategies within business contexts.
- Effective communication and why it’s important
- Explore the 4Ms Model and how to plan your communication
- Ask the right questions and listen to understand
- Learn how to segment your audience
- Produce clear and compelling messages
- Apply the right approach to your communication
- Understand how to measure your communication outcomes
Business professionals who want to boost their confidence and enhance their communication effectiveness and efficiency.
Career Level: All career levels
Importance of effective communication
- The pyramid of effective communication
- Why communication matters
- Characteristics and elements of effective communication
- The impact on the bottom line
The 4Ms of effective communication
- Introducing the 4Ms Model
- Why key messages are so important
- The importance of good questions and how to take a brief
- Who is your audience and what are their communication needs?
- How to measure the effectiveness of your communication
Mastering the art of conversations
- Why listening is the key to understanding
- Listening vs hearing – become a better listener
- Using clear, concise and inclusive language with the right tone of voice
Taking the right approach
- Planning your approach to communication delivery
- Exploring some great tools to help you communicate effectively
- Effective short-form writing – News Brief
- Writing to get buy-in and decision – Three minute drill
Practical Communication Skills for Government
Get the buy-in and support you need through effective communication.
Discover the art of fostering effective communication within your department and get the buy-in you need. Mastering the skill of defining, engaging, and delivering tailored communication to your target audience in their preferred manner is the key to achieving successful communication outcomes. This program is designed to enhance your communication strategies within government contexts.
- Effective communication and why it’s important
- Explore the 4Ms Model and how to plan your communication
- Ask the right questions and listen to understand
- Learn how to segment your audience
- Produce clear and compelling messages
- Apply the right approach to your communication
- Understand how to measure your communication outcomes
Government professionals who want to boost their confidence and enhance their communication effectiveness and efficiency.
Career Level: All career levels
The importance of effective communication
- The pyramid of effective communication
- Why communication matters
- Characteristics and elements of effective communication
- The impact on departmental and interdepartmental efficiency
The 4Ms of effective communication
- Introducing the 4Ms Model
- Why key messages are so important
- The importance of good questions and how to take a brief
- Who is your audience and what are their communication needs?
- How to measure the effectiveness of your communication
Mastering the art of conversations
- Why listening is the key to understanding
- Listening vs hearing – become a better listener
- Using clear, concise and inclusive language with the right tone of voice
Taking the right approach
- Planning your approach to communication delivery
- Exploring some great tools to help you communicate effectively
- Effective short-form writing – News Brief
- Writing to get buy-in and decision – Three minute drill
Professional Writing Skills for Business
Foundations for effective business writing in today’s corporate environment.
This one-day program will equip you with the tools and expertise needed to elevate your everyday business writing. In today's environment, the key challenge is comprehending your audience's requirements and capturing their interest. Mastering the art of effective and efficient writing is crucial for establishing a meaningful connection and achieving your desired business goals.
- Improve your connection with your audience through written communication
- Align your written communication efforts with business outcomes
- Build your confidence to write clearly and concisely
- Understand the common mistakes and pitfalls and how to avoid them
- Tailor your writing to your audience and engage them with your key messages
- Understand the tools that can help you become a more efficient writer
Business professionals who wish to gain more confidence and become more effective and efficient writers.
Career Level: All career levels
Developing professional writing skills
- Your current status
- Identifying well-written vs poorly written communication
- Exploring styles and how they will help you:
- Establish a purpose to your writing
- Understand and segment your audience
- Create key messages and incorporate them into your communication
- Define the most appropriate framework
- Structure written communication
Business channels and formats
- Explore the 4Cs of effective writing
- The importance of plain language, grammar and punctuation
- Business writing dos and don’ts
- Using clear, concise and inclusive language with the right tone of voice
Writing for impact and influence
- How to communicate with your reader in mind for impactful engagement
- Set clear objectives and build a logical structure
- The importance of planning, drafting, editing and proofreading
- Communicate key messages with the right level of detail
- Use technology and AI to help you become more efficient
Writing for different purposes
- How to respond to get what you want from stakeholders
- Effective short-form writing – News Brief
- Writing to get buy-in and decision – Three minute drill
Professional Writing Skills for Government
Foundations for effective business writing in contemporary government communication.
This one-day program will equip you with the tools and expertise needed to elevate your everyday government writing. In today's environment, the key challenge is comprehending your audience's requirements and capturing their interest. Mastering the art of effective and efficient writing is crucial for establishing a meaningful connection and achieving your desired business goals.
- Improve your connection with your audience through written communication
- Align your written communication efforts with business outcomes
- Build your confidence to write clearly and concisely
- Understand the common mistakes and pitfalls and how to avoid them
- Tailor your writing to your audience and engage them with your key messages
- Understand the tools that can help you become a more efficient writer
Government professionals who wish to gain more confidence and become more effective and efficient writers.
Career Level: All career levels
Developing professional Writing Skills
- Your current status
- Identifying well-written vs poorly written communication
- Exploring styles and how they will help you:
- Establish a purpose to your writing
- Understand and segment your audience
- Create key messages and incorporate them into your communication
- Define the most appropriate framework
- Structure written communication
Government channels and formats
- Explore the 4Cs of effective writing
- The importance of plain language, grammar and punctuation
- Government writing dos and don’ts
- Using clear, concise and inclusive language with the right tone of voice
Writing for impact and influence
- How to communicate with your reader in mind for impactful engagement
- Set clear objectives and build a logical structure
- The importance of planning, drafting, editing and proofreading
- Communicate key messages with the right level of detail
- Use technology and AI to help you become more efficient
Writing for different purposes
- How to respond to get what you want from stakeholders
- Effective short-form writing – News Brief
- Writing to get buy-in and decision – Three minute drill
MASTERING AI FOR EFFICIENCY: COMMUNICATE SMARTER, NOT HARDER
Foundations for effective business writing in today’s corporate environment.
In an era where communication is paramount, yet time is scarce, Artificial Intelligence (AI) emerges as a powerful ally. The “Mastering AI for Efficiency’ – AI Bootcamp” is designed to unlock the potential of AI in enhancing communication efficiency and effectiveness. This course, divided into two 3.5-hour modules, guides participants through the landscape of AI tools and techniques that can revolutionise the way we create, understand, and engage with content and each other. From writing assistance to speech recognition and beyond, discover how AI can transform your communication strategies, making them more impactful and effortless.
- Gain an understanding of artificial intelligence and its role in contemporary communication.
- Recognise how AI technologies are transforming the landscape of digital communication.
- Identify and explore a variety of AI tools for writing assistance, speech transcription, email and social communication.
- Learn practical applications of AI in creating engaging content, including blogs, articles, and multimedia content.
- Gain hands-on experience in integrating AI tools into personal and organisational communication strategies.
- Understand the ethical implications and considerations of using AI in communication.
- Learn strategies for responsible use of AI, including maintaining human oversight, ensuring data privacy, and addressing bias in AI algorithms.
- Engage in interactive discussions and workshops to foster collaborative learning and innovation.
All professionals wish to gain more confidence in using AI for efficient communication efforts.
Career Level: All Career Levels
Module 1: Foundations of AI in Communication (3.5 Hours)
Introduction to AI in Communication
- Overview of artificial intelligence
- The role of AI in contemporary communication
- Real-world examples of AI improving communication
Understanding AI Tools for Communication
- Introduction to AI writing assistants
- Overview of AI tools for speech recognition and synthesis
- Enhancing email communication with AI
Coffee Break
Practical Applications of AI in Content Creation
- ChatGPT: A versatile AI tool for generating human-like text
- Build Your Own GPT: Customising AI models for specific needs
- Descript: Creating and editing multimedia content with AI
Wrap-Up of Module 1
- Recap of key insights
- Interactive Q&A session
Module 2: Advanced Applications and Ethical Considerations (3.5 Hours)
AI and the Human Approach
- Exploring the relationship between AI and human intervention
- Enhancing relationships with AI insights
- Emotional intelligence and AI: Understanding sentiment
Workshop on Integrating AI Tools into Your Communication Strategy
- Hands-on experience with AI writing and analysis tools
- Developing a personalised AI communication toolkit
- Strategies for implementing AI in organisational communication
Coffee Break
Ethical Considerations and Responsible Use of AI in Communication
- Navigating the ethics of AI
- Maintaining human oversight and ensuring data privacy
- Addressing bias and fairness in AI algorithms
Wrap-Up and Networking Session
- Summary of Module 2 and overall key takeaways
- Open Q&A session
- Feedback and closing remarks
- Opportunity for networking and discussion on future projects
This masterclass is designed for professionals, students, and anyone keen to harness the power of AI in their communication endeavours. With expert-led sessions, interactive workshops, and a focus on ethical considerations, participants will emerge equipped to navigate the evolving landscape of AI-enhanced communication confidently and creatively.