Course Details

Communication strategy

Communication strategy design and development



Course venue

ISOC London
13 Grosvenor Place | Floor 3

Course dates

Venue Location

GBP 495

per individual
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  • A one-day intermediate training course covering how to create a communication strategy, from concepts to PR tools

    Course outline

    Build a rigorous communication and PR strategy using practical step-by-step tools

    This course covers the complete process of building a comprehensive communication strategy, from core concepts to development methodologies.

    You will learn a step-by-step system for analysing stakeholders and channels, defining goals and objectives, and presenting your strategy in a clear and practical framework.

    Who should attend

    This is an intermediate-level course designed for learners with existing knowledge and several years of experience in communications or PR. Learning is pitched at a level to help you develop strategic approaches and apply sophisticated techniques.

    This course is recommended for communication professionals up to manager or director level, either agency or in-house, who may be required to create or supervise a communication strategy for their own organisation or for a client.


    This course covers the following modules:

    • Principles and essentials of communication strategy
    • Stakeholder mapping and channel segmentation
    • Setting communication goals and objectives
    • Tactics, positioning and bringing it all together

    The topics covered by each module are detailed below.

    About this course

    What to expect

    This course is a highly practical, vocational, “how-to” programme based around real-world tools, checklists and processes that will be immediately useful to you back in your day job.

    This is not an academic course – you will not be dealing with abstract concepts and communication theory or management consultancy mumbo-jumbo.

    Training format

    This course comprises four modules each covering a set of key concepts and skills.

    Within each module, best practice and key concepts are covered off in a concise briefing, followed by stimulating learning activities like workshops, discussions, case studies and role-play exercises.


    Looking for more? You can also take this course as part of a multi-day programme:

    Learning outcomes

    After this course you will be able to:

    • Analyse, map and prioritise your organisation’s stakeholders
    • Select the most effective communication channels for your messages
    • Conduct a communications audit and situation analysis for your organisation
    • Compose effective messages and positioning for your organisation
    • Define appropriate communications goals and objectives
    • Bring it all together in a clear, concise, integrated communication strategy

    Principles and essentials of communication strategy

    This module covers the guiding principles that underlie every strong communications and PR strategy.

    • Guiding ideas, principles, issues and concepts for communication strategy design
    • Using communication to manage reputation
    • Using communication to influence stakeholders and behaviour
    • Approaches and models for communication strategy development
    • Checklists and processes

    Stakeholder mapping and channel segmentation

    This module presents clear tools and methodologies that you can use to ensure that your communication strategy targets key audience groups effectively.

    • Stakeholder mapping
    • Audience segmentation
    • Types of communication channel: strengths, weaknesses and applications
    • Creating a channel strategy
    • Scientific approaches to targeting channels for stakeholders

    Setting communication goals and objectives

    This module covers how to conduct a communications audit and define the right target outcomes and milestones for a PR strategy.

    • Conducting a communications audit
    • Communication SWOT analysis
    • External analysis: analysing and prioritising reputational issues
    • Internal analysis: aligning communication in support of business goals
    • Defining and expressing SMART communication goals and objectives

    Tactics, positioning and bringing it all together

    This module is a how-to guide choosing effective tools, finalising and presenting your strategy.

    • Creating positioning, messages and proof points
    • Tools for the job: selecting the most effective PR tactics
    • Integrating your strategy: key ingredients and processes
    • Presenting your strategy: best practice frameworks and formats

    Course format


    This course is heavy on reality and light on theory. Your trainer will introduce the concepts clearly, then focus on real-world skills that connect the big picture to your job. Courses are updated regularly and trainers are active in the industry so your knowledge will be fresh and relevant.


    Training consists of concise briefings on best practice, backed up by interactive learning activities like workshops, role-plays, case study analysis, coaching, brainstorms and structured group discussions. You will not sit passively through long lectures.


    This course is interesting, intellectually stimulating and delivered in a relaxed and professional style.


    All ISOC trainers are hands-on communication professionals with at least 15 years of experience. We don’t employ academic teachers – we insist on good-humoured enthusiasts who will inspire your creativity.


    This course is delivered in an executive boardroom format, not classroom-style, and in a small group no larger than eight people. You will get personal attention for the issues that matter to you. It’s also a great chance to network and share experience.

    Quality assurance

    About ISOC

    We have headquarters in London and a training centre in Dubai. We train communicators at all levels, from press officers to prime ministers. ISOC is owned and managed by Pinnacle International, the world’s largest specialist communications and PR training company. As well as public courses, we provide private and customised programmes including media interview training, presentation training, and multi-year multi-competency postgraduate programmes.

    Accredited by Edexcel

    Edexcel is the world’s largest provider of accredited qualifications and one of the UK’s largest examination boards. It is owned by Pearson, the world’s largest education company. Edexcel awards two million qualifications every year around the world and has 5,500 education partners in 110 countries.

    ISOC is an accredited Edexcel Centre (#90817). Edexcel has audited ISOC’s systems for the design, delivery and management of training and inspects us regularly to assure quality control of all aspects of training and assessment.

    The British Accreditation Council

    ISOC is also accredited by the British Accreditation Council, a UK Government-mandated training standards body. The BAC conducts annual quality assurance inspections and audits.

User reviews 20 users commented so far Add your review

E. Fisher says:
Really bespoke and suited to our specific needs.
E. rated the course
M Davis says:
The trainer (Jenni Perry) was very encouraging and reassuring. The content was thorough, tailored and personal.
M rated the course
Bevis Man says:
Great course structure - a logical step by step guide to piecing a comms strategy together, very useful. Discussions were good for context.
Bevis rated the course
Jean Demars says:
What I liked most about this course was the trainer's (Kelly Freeman) expertise and real life examples. Excellent course!
Jean rated the course
anonymous says:
The trainer (Kelly Freeman) had a vast amount of knowledge and real life experience.
anonymous rated the course
Anonymous says:
The course gave me enough tools to supplement my knowledge and achieve my objectives.
Anonymous rated the course
Mojisola Saka says:
Course content, knowledge depth of facilitator (Sue Rizzello) and session format were very good.
Mojisola rated the course
S.C. says:
Our trainer, Kelly Freeman, was really clear and motivating, she included the whole group and was able to link the teaching to our specific work.
S.C. rated the course
Anon says:
All items were treated with adequate length and detail. There was a good balance of listening and speaking exercises, and there were helpful examples to illustrate the theory.
Anon rated the course
LB says:
Kelly Freeman, our trainer, was incredibly knowledgeable and informative. Particularly in light of her background experience. The examples given were fascinating. The delivery was very clear, and illuminating.
LB rated the course
Vic says:
The things I liked most were the expertise, the anecdotes of practical experience which were given, and the pace of the course.
Vic rated the course
Luke says:
Fascinating, relevant, expert and interesting.
Luke rated the course
S. Shuttleworth says:
Excellent course. The trainer and the structure were great. Examples given on how to use the advice and inputs in everyday working life.
S. rated the course
Saleh Al Hamyid says:
The trainer was perfect (Kelly Freeman) - this course should be longer in my opinion.
Saleh rated the course
EM says:
Overall very impressed with this course - I liked the practical advice applied to real examples.
EM rated the course
Sylvia Demeyrier says:
The trainer (Jenni Perry) is very knowledgeable - lots of practical examples. I learned a lot, very efficient.
Sylvia rated the course
Diane Yelland says:
Sue Rizzello is a great trainer and brought lots of her own relevant experience to the classroom. She was able to tailor what she was saying to our individual cases. I have some great learning to take back to my role and a greater understanding of what is needed and important.
Diane rated the course
L. Anderson says:
I really liked learning by examples and anecdotes
L. rated the course
Lisa Hutson says:
Kelly, the trainer, was really engaging, interesting and charismatic
Lisa rated the course
D. Harrison says:
Trainers were brilliant, would definitely recommend to my colleagues
D. rated the course
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