Overview

Advocacy, Messaging and Positioning is a one-day advanced-level training course. It covers how to developing punchy and resonant messages that define a strong position and support persuasive communications. Topics include practical approaches to message creation, stakeholder alignment and how to roll out positioning through communication channels. You will learn why and how some messages are more powerful than others by evaluating linguistic techniques, narrative structures, proof points and framing techniques.

This course covers the following modules:

  • Practical tools for powerful messaging
  • Effective positioning for stakeholders
  • Using proof and persuasion to drive messaging
  • Leveraging communication channels

Who should attend?

This is an intermediate-level course designed for executives and communicators who need to engage with governments, legislators and politicians for work. Learning is pitched at a level to help you to synthesise best practice and direct strategic implementation.

This course is recommended for managers tasked with overseeing strategic government and public affairs, whether directly or having hired a consultancy.

Learning outcomes

After this course, you will be able to:

  • Understand the underlying principles of strategic messaging
  • Define the characteristics and ingredients of strong messaging strategies
  • Generate messages systematically using a range of tools
  • Tailor positioning to stakeholder expectations and perspectives
  • Substantiate and illustrate positioning for further impact
  • Deploy messaging consistently and effectively across channels and over time

Course overview

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
  • Case studies and messaging workshops

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

Using proof and persuasion to drive messaging

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

Looking for more?

Advocacy, Messaging and Positioning is a standalone course — but you can also take it as part of the following longer Programme:

Strategic Public Affairs and Government Relations Programme (5 days)

ISOC trainers

Training staff include

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