Meet the Instructors
Tim Weil
Tim Weil is a former Director General in the federal government with 30 years experience developing and managing a wide range of communications plans and activities. He began his career on Parliament Hill, where he developed a strong passion for communications as he worked closely with organisations, parliamentarians, and the media, to raise issues and promote policies.
Testimonials
"I enjoyed and appreciated David's stories and anecdotes. Nice to see how the topic related to real life experiences and situations."
"Very detail-oriented, yet presented in a very practical, easy-to-understand, concise manner."
"I loved this course since strategic planning is very new to me. I was able to learn a lot within a day."
"Provided me with insightful and new ways of approaching strategic communications planning."
"Interactive, informative and did an excellent job of turning a complex subject into something easy to understand and apply."
"Stresses the importance of planning which we sometimes bypass in the interest of time."
"This course really helped me to think about my own files and how I can improve my strategic comms planning."
"A lot of the content and examples given were very useful and helped to better understand the course material."
"Great insight into WHOLE planning process. Too often we think about the tactics before we truly know what it is we are trying to achieve."
"I really enjoyed the case study portion of the course. It was great to hear the outline and examples of strategic planning and actually apply it. As someone who is new to the communications field, I learned a lot and look forward to using these tools in a practical situation."
G026
STRATEGIC COMMUNICATIONS PLANNING:
CRITICAL STEPS AND TECHNIQUES
1-day version
NOTE: The workshop content described below will be delivered through ZOOM ONLINE on two consecutive half-day sessions. Agendas and other relevant workshop documentation will be sent to you by the workshop instructor at least three days prior to the date of the first session.
WHY SHOULD YOU ATTEND?
In a complex communications environment, communicators must not simply respond to pressures and events but respond coherently in ways that support and further their organization's vision, mission, policies and programs. More and more communicators are required to be strategic, to take a wide view of the environment in which they are working, to think holistically and long-term, and to focus on the results that will be achieved for the resources expended. Understanding the process and techniques of strategic communications planning is an essential element in being an effective communicator.
WHAT WILL YOU LEARN?
- The elements and characteristics of the strategic planning process
- The strategic essentials required to build and implement a comprehensive communications strategy and/or plan
- The steps required within the strategic communications planning process
- How to incorporate results-based communications into a strategic planning process
- The essentials of positioning, messaging and branding
- How to monitor and evaluate the key elements of a communications strategy and plan
WHO SHOULD ATTEND?
This workshop will be beneficial to all of those individuals working in the public, private and voluntary sectors who are tasked with the responsibility of designing, constructing and implementing communications strategies and communications plans.
WHAT WILL YOU TAKE AWAY?
- Notebook consisting of presentation slides
- Exercises and handouts
PROFESSIONAL COMPETENCIES
- Thinking Things Through: Innovating through analysis and ideas
- Excellence: Delivering results
| Agenda | |
|---|---|
| 8:45 - 9:00 | Introductions
|
| 9:00 - 10:15 | Building the Strategy: Drivers: Situational Analysis; Results and Performance Indicators
|
| 10:15 - 10:30 | HEALTH BREAK |
| 10:30 - 11:30 | Building the Strategy: Strategic Approach; Target Audiences
|
| 11:30 - 12:15 | Case Study Exercise
|
| 12:15 - 1:15 | LUNCH |
| 1:15 - 2:00 | Building the Strategy: Positioning, Messaging and Branding
|
| 2:00 - 2:15 | HEALTH BREAK |
| 2:15 - 300 | Building the Strategy: Distribution; Resources; Risk and Results-Based Action Plan
|
| 3:00 - 3:45 | Case Study Exercise
|
| 3:45 - 4:30 | Building the Strategy: Monitoring and Evaluation
|
| 4:30 - 4:50 | Wrap-up and Workshop Evaluation
|