The 411

This workshop is only available on an in-house basis. Email us for pricing and to arrange for delivery of this workshop to your team.

Meet the Instructor

Josef Jurkovic

Josef Jurkovic

Josef Jurkovic is a CEC director and founding partner. He has over 35 years of public and private sector experience across diverse areas of internal and external communications, public consultations, branding and marketing.

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G034 - 2-day version


Organizations and communicators most often focus on external audiences and development of strategies to communicate effectively with them. While the communications environment and challenges may be different, the need for a strategic, planned approach to internal communications and its tools and techniques is the same. How well or poorly internal communication is undertaken affects both individual job satisfaction and achievement of organizational goals and objectives.


The workshop will focus on:



Agenda Day 1
8:45 - 9:00 Introductions and Workshop Overview
9:00 - 10:15 What is Internal Communications -- Definitions and Approaches
  • Government of Canada Communications Policy
  • Effective organizational communications
  • Organizational and employee communications needs
  • Principles and challenges of effective internal communications
  • Different types, flows and applications of internal communications
  • ABCs of internal communications system
Mini-Exercise: Internal communications Health Quiz
10:30 - 10:45 Break
10:45 - 12:15 Effective Internal Communications - Getting started and being Strategic
  • Guiding principles
  • Strategic communications - links between internal and external communications
  • Strategic internal communications sequence and template
  • Determining our situation and understanding the drivers
Case Study Exercise: Understanding internal communications drivers and identifying research needs
12:15 - 13:15 Lunch
13:15 - 14:45 Analyzing the Internal Communications Environment
  • Communications issues, challenges and opportunities
  • Defining and understanding the differences
  • Issues management
  • Developing the strategic approach
Case Study Exercise: Identifying strategic issues, communications challenges and developing a strategic communications approach
14:45 - 15:00 Break
15:00 - 16:30 Determining our Response - Setting Goals, Objectives and Results
  • Differences between goals, objectives, results and performance indicators
  • Understanding, developing and defining results
  • Importance of realistic performance indicators
  • The role of baseline data
Case Study Exercise: Developing internal communications objectives, results and performance indicators
16:30 - 16:45 Wrap-up

Agenda Day 2
8:50 - 10:30 Pre-requisites of Successful Internal Communications
  • Essential principles of strategic internal communications
  • Focus on employee-driven communications
  • Audience segmentation
  • Strategic importance of messaging
Case Study Exercise: Identifying key audience groups and developing core messages
10:30 - 10:45 Break
10:45 - 12:15 Reaching our Audiences - Tools and Distribution
  • What works and what does not
  • Face-to-face and mediated communications
  • What does not work
  • Impact mapping and assessment of distribution vehicles
Case Study Exercise: Identify and rationalize the use of different tools and distribution vehicles for communicating with specific audiences
12:15 - 13:15 Lunch
13:15 - 14:45 Monitoring and Evaluation of Internal Communications
  • How do we know what, why and when do we need to measure?
  • Using the right tools and techniques
  • Results-based Management and Accountability Framework (RMAF)
  • Developing your own measurement framework
Case Study Exercise: Developing and rationalizing a performance measurement framework
14:45 - 15:00 Break
15:00 - 16:30 Assessing Risks and implementing the Strategy
  • The importance of resources
  • Determining and assessing risks
  • Encountering a crisis
  • Developing an action plan and implementing the strategy
Case Study Exercise: Assessing basic risks and developing an action plan
16:30 - 16:45 Wrap-up and Evaluation
  • Participants will complete a short evaluation