This two-part live online communication strategy training course is a recipe for PR strategy design. You will learn a practical system for building a clear and well integrated PR strategy. Topics include strategy frameworks, goals, objectives, stakeholders and channels.

  • Format: two half-day live online training sessions on consecutive days (Monday-Tuesday).
  • Schedule: see “upcoming start dates” for the next start date.
  • Duration: each interactive online class lasts 3.5 hours including a mid-session break.
  • Interface: high-definition live videoconference with enhanced training features.
  • Content: best-practice briefings, videos, interactive workshops and high-level discussions.
  • Timing: each session starts at 09:00 GMT = 10:00 London time (BST) = 13:00 Dubai time (GST).

If you would like us to run this course at a different time, please get in touch.

Outline

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

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

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.

What you will learn

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
ISOC trainers

Training staff include

Sarah Cocker
Elsbeth Smedley
Jenni Perry
More courses

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