This course covers the following modules:

  • Strategic change communication
  • Internal communication channels and content
  • Beyond the vision and mission: corporate culture
  • Embedding communication skills in a senior leadership team

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.

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

Course outline

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.

  • Concepts and definitions
  • Identifying, grouping and prioritising stakeholders
  • Stakeholder mapping
  • Audience segmentation

Channels and tactics

This module reviews the range and applications of communication channels available and best practice for their application.

  • Types of communication channel
  • PR tactics: strengths, weaknesses and applications
  • Creating a channel strategy: targeting channels for stakeholders
  • Channel segmentation

Positioning and messages

This module covers how to focus and distil complex or nuanced ideas into simple, strong and clear messages that resonate with stakeholders.

  • Message development
  • Strategic positioning
  • Proof points: hard and soft evidence
  • Messages in action

Looking for more?

Communication Strategy Design and Development is a standalone course — but you can also take it as part of one of the following longer Programmes:

Applied Communications and PR Programme (5 days)

Looking for more?

Communication Strategy Design and Development is a standalone course — but you can also take it as part of the following longer Programme:

Applied Communications and PR Programme (5 days)

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