Course Description
Strategic Communications have never been more critical. Organizations 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 analyze trends which might impact your organization.
The 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 organization achieve its strategic objectives.

Course Goal:
The course aims at learning to strategically tailor messages to different audiences in ways that strengthen professional relationships and promote workplace engagement. Maximize the impact of trainees’ communication through intention and planning to ensure messages are aligned with organizational and personal goals.

Course Objectives:
By the end of this Course the participant will be able to:
1. Understand organizational strategy and strategic communications issues
2. Assess key principles of strategic communication
3. Define the aim, objectives and tactics of a strategic plan
4. Identify research needs and ways to source information
5. Use strategic communication to lead organizational change
6. Use strategic communication to influence others in the organization
7. Identify risks and plan to manage them
8. Scope what can be evaluated and plan how to evaluate them

Course Outlines:
• Introduction to Strategic Communication
1. What is Strategic Communication?
2. Why is Strategic Communication Important?
3. Organizing Strategic Communication
4. Structures for Communications strategies and plans
5. Strategic Communication and Strategic Thinking

• Researching Strategy
1. The big picture – analyzing trends
2. Using SWOT, PEST and PESTLE
3. Analyzing Opportunities and Threats
4. Over the horizon events – early warnings
5. Research skills
6. Research sources
• Stakeholder Communications
1. Mapping your regular stakeholders
2. Identifying ‘situational stakeholders’ by project and issue
3. Planning stakeholder communication activities
4. Recognizing the need for campaigns
5. The skills of negotiation and persuasion
6. Stakeholder narrative and messaging
• Communications Strategy
1. Vision, mission, values and strategy
2. Account management and business communications strategies
3. SMART objectives
4. Creating KPIs and CSFs
5. Developing your communications plans
6. Consulting on your draft strategy
• Evaluation
1. Communication – what can be measured
2. Gathering and using data
3. Making your data gathering plan
4. Acquiring the tools – your ‘tech stack.’
5. Making strategy happen