Strategic Communication: Thinking, Planning and Execution
Strategic Communications have never been more critical. Organisations must communicate effectively with their stakeholders in a crowded communications world to build trust, manage reputation and inform them of their priorities and objectives. You will develop the skills to scan the horizon for issues and forecast and analyse trends which might impact your organisation – including political, economic, social and technological developments. Packed with examples of best practices, this Strategic Communication: Thinking, Planning and Execution training course will explore how to create, develop, and deliver communication strategies that have real value for the company. This training course enables managers and communications practitioners to examine the development of a communications strategy and its execution. The methods, tools, and techniques you will learn will help your organisation achieve its strategic objectives. This Strategic Communication: Thinking, Planning and Execution training course training course will highlight: How to align your communications with your corporate strategy? Assessing your communications environment Ensuring that your communication matches strategic intent Horizon scanning, forecasting and scenario painting Measuring outcomes Objectives By the end of this Strategic Communication: Thinking, Planning and Execution training course, you will be able to: Understand organisational strategy and strategic communications issues Define the aim, objectives and tactics of a strategic plan Identify research needs and ways to source information Categories audiences and design programmes to engage them Identify risks and plan to manage them Scope what can be evaluated and plan how to evaluate them Training Methodology This Strategic Communication: Thinking, Planning and Execution training course uses various proven adult learning techniques to ensure effective assimilation and retention of the information presented. This highly interactive training course will prompt delegates to reflect on their thinking, communication style and practice. Your Tutor will guide and facilitate learning using a wide variety of methods, including direct input, video, discussions, case studies and group and individual exercises to focus on the themes of the course, practice skills and receive feedback. Organisational Impact Your company will benefit in the following ways: Increased relevance of the communications effort to realising the corporate strategy More robust measurable objectives and KPIs Increased dialogue between the communications team and business units More focused internal and customer communication Greater attention to data and external trends in defining comms plans Who should Attend? This Strategic Communication: Thinking, Planning and Execution training course is suitable for a wide range of professionals but will significantly benefit: Communications professionals Directors with communications responsibility Corporate Communications Practitioners / Managers Public Relations Officers / Managers Public Affairs Practitioners Marketing Officers / Managers Anyone planning a career in PR
Course Curriculum
1
Why is communication important – and what is ‘strategic’?
It starts with the corporate strategy
Exploring corporate strategy to define your role
The place of business and communications plans
Structures for Communications strategies and plans
Applying these insights to your organisation
2
The big picture – analysing trends
Using SWOT, PEST and PESTLE
Analysing Opportunities and Threats
Over the horizon events – early warnings
Research skills
Research sources
Mapping your regular stakeholders
Identifying ‘situational stakeholders’ by project and issue
Planning stakeholder communication activities
Recognising the need for campaigns
The skills of negotiation and persuasion
Stakeholder narrative and messaging
3
Vision, mission, values and strategy
Account management and business communications strategies
SMART objectives
Creating KPIs and CSFs
Developing your communications plans
Consulting on your draft strategy
Communication – what can be measured
Gathering and using data
Making your data gathering plan
Acquiring the tools – your ‘tech stack.’
Making strategy happen
Reporting to the C Suite
4
Communications professionals
Directors with communications responsibility
Corporate Communications Practitioners / Managers
Public Relations Officers / Managers
Public Affairs Practitioners
Marketing Officers / Managers
Anyone planning a career in PR
This course includes
- 4+ Activity Modules
- 40 hours + lessons
- Lifetime access
- Certificate of completion
- Available on desktop and mobile
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