Course Outline

Practical tools for powerful messaging

This module covers how to focus and distil complex or nuanced ideas into clear messages that will drive effective communications.

• Understanding the fundamentals of strong messaging
• Creating messages for your organisation

Effective positioning for stakeholders

This module covers how to tailor messages to the needs of particular stakeholder groups.

• Using message development tools to focus on stakeholders’ needs
• Aligning interests of your organisation with your stakeholders
• Understanding how to position your organisational goals with the public interest

Proof and persuasion

This module covers how to use facts, proof, stories and emotional appeal to make messages relevant, memorable and convincing.

• Providing proof to make messages credible
• Understanding the power of framing messages
• Using language techniques to amplify the power of your message
• Putting a narrative and values in to your message

Leveraging communication channels

This module covers how to deploy positioning consistently and effectively across multiple communication channels and over time.

• Evaluating the effectiveness of different communications channels
• Harnessing new media and social media
• Understanding channel segmentation to maximise the impact of communications