Communication Strategy Design
Course Code: LS084
Introduction
This 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.
Course Objective:
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
Course Outline
MODULE 1: Communication strategy
- 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
MODULE 2: Stakeholder mapping
- 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
MODULE 3: Channels and tactics
- 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
MODULE 4: Positioning and messages
- 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
MODULE 5: Basics of Message Design
- Socio cultural sensitivity
- Language appropriateness
- Political compatibility
- Psychological appropriateness
Register for this course
Date & Location