The 411

March 8, 2017
8:45 a.m. - 4:30 p.m.

CEC Training Facility
1900 Merivale Road, Suite 206
Ottawa, ON K2G 4N4

$675 (+hst)
Discounts available.


Meet the Instructor

David Kardish

David Kardish

David Kardish, APR, is a founding partner and current President of the Centre for Excellence in Communications.

read bio


"At risk of sounding clichéd, I liked it all. I found the information on trend analysis and foresight to be very helpful. We struggle to get information and this will be an additional tool."

"The presenter is very knowledgable about the subject and used examples to explain ambiguous terms."

"Really enjoyed the presenter, pace and activities. Good knowlege of practices and challenges."

"I liked the amount of background given in the first half of the course. It led to the concept of actually then drafting a plan."

"The was a lot of emphasis on the prep work which can sometimes be overlooked. Lots of great ideas here. Work booklet will be a great reference for the future."

Advanced Strategic Communications Planning

Transitioning to Strategic Planner and Strategist


The CEC’s workshop in Advanced Strategic Communications Planning: Transitioning to Strategic Planner and Strategist has been designed for communications practitioners who either spend the majority of their time engaged in strategic communications planning, or who have previously completed the Centre’s workshop on Strategic Communications Planning: Critical Steps and Techniques. The CEC assumes that each learner taking the advanced workshop will already understand the steps and processes necessary to build a comprehensive strategic communications plan.


It is a given that professionals with strong strategic planning skills in communications are much more likely to succeed. Employers, whether in the public, private or voluntary sector, are always on the lookout to hire and advance individuals with strong strategic planning and strategic advisory skills. Professionals who have the range of strategic planning skills necessary to design, lead and facilitate organization-wide strategic communications planning processes and who can successfully deliver high-energy outcomes-based strategic communications are always in high demand.


This workshop will provide learners with the opportunity and knowledge necessary to elevate their strategic planning skills to a higher and more sophisticated level. This innovative workshop will significantly heighten learner’s knowledge about the strategic communications planning process, provide learners with more advanced strategic planning tools and methodologies and enable learners to confidently tackle complex corporate strategic communications planning assignments. Lastly, learners will understand the processes needed to guide internal and external colleagues, clients and stakeholders through detailed strategic communications planning processes.

Participants will acquire advanced strategic planning methodologies and learn how to confidently undertake the following:


8:45 - 9:00 Welcome and Introductions
  • Participants will introduce themselves, describe their strategic planning experience and indicate their expectations for the workshop
9:00 - 9:45 Strategic Communications Planning Sequence
  • Participants will review and discuss the traditional, non-traditional and participatory approaches to strategic communications planning
  • Participants will understand how to resolve possible conflicts within participatory planning processes and the leader’s defined role and responsibility for strategy development and implementation
  • Participants will determine where trust, credibility and reputation reside within the strategic planning process
9:45 - 10:30 Vision, Mission, Values and Strategic Outcomes
  • Participants will discuss the guiding role played by the organizational vision, mission, values and strategic outcomes in the strategic planning process
  • Participants will learn about the processes necessary to refine the organizational vision, mission, values and strategic outcomes
10:30 - 10:45 HEALTH BREAK
10:45 - 11:30 Lead and Facilitate the Strategic Planning Process
  • Participants will learn how to design and facilitate strategic communications planning processes including planning retreats
  • Participants will discuss how to anticipate and manage conflicts during the planning process
11:30 - 12:15 Exercise:
Audience and Stakeholder Analysis
  • Participants will use a segmentation model to analyze specific clients, stakeholders and audiences
12:15 - 1:15 LUNCH
1:15 - 2:00 Implement Innovative Situational and Environmental Research
  • Participants will learn to build the research and consultation plan, use scenario planning and define the parameters for the situational and environmental analysis
  • Participants will discuss how to identify, define and prioritize critical and emerging communications issues that matter
2:00 - 2:45 Strategic Priorities, Outcomes and Performance Indicators
  • Participants will discuss the processes required to identify the strategic communications priorities for the plan and identify the communications outcomes to be achieved with respect to each strategic priority including required performance indicators
2:45 - 3:00 HEALTH BREAK
3:00 - 3:30 Exercise:
Leadership, Buy-in and Commitment
  • Participants will strategize on how to secure leadership buy-in and commitment for a strategic communications plan
  • Participants will review best practices for influence, persuasion and diplomacy in an organizational setting
3:30 - 4:15 Manage the Strategic Communications Plan Review Process
  • Participants will learn how to manage the strategic communications plan review process in an iterative manner
  • Participants will discuss how to ensure that the strategic communications plan becomes a living document and can take full advantage of lessons learned
4:15 - 4:30 Wrap-up and Evaluation
  • Participants will have and opportunity to ask final questions and raise unresolved issues
  • Participants will complete an evaluation of the workshop