Why should you attend?
This workshop is designed specifically for communicators and others interested in competing for IS-2/3 positions and for newly promoted junior communications advisors. The two-day program offers a comprehensive and practical overview of the recognized IS-2/3 competencies, including the role and performance expectations of junior communications advisors. The emphasis of this highly interactive workshop is on the knowledge, skills and approaches that communicators at the IS 2-3 levels need to develop and exercise in order to succeed. The competencies profiles developed by the Communications Community Office serve as the reference for the required skills and abilities.
Workshop content reflects the stated communications competencies generally used in the federal Public Service to define job descriptions, recruit new communicators and assess performance. Designed to provide participants with immediately actionable new skills and knowledge, the workshop combines formal instruction with a generous dose of group discussion and practical exercises.
What will you learn?
This workshop will focus on:
- The competencies expected of junior communications advisors
- Government of Canada policies and procedures governing the provision of communications advice and services
- How Government works: structure; operations; central agencies; Parliament and its committees
- What are “citizen-centred” communications and consultations and how to keep that focus
- What junior advisors need to know about the Web and social media
- The roles of communications advisors and what makes for successful delivery of their services
- What is strategic communications thinking and planning
- The basics of effective writing
- Developing a communications plan
- Performance measurement and reporting for communications projects
- What is the “Challenge Function” and how to exercise it effectively
What will you take away?
- Workbook
- Exercises and handouts
Professional Competencies
- Values and Ethics: Serving through integrity and respect
- Thinking Things Through: Innovating through analysis and ideas
- Engagement: Working effectively with people, organizations and partners
- Excellence: Delivering results
Sample Agenda
Day 1
| Activity |
|---|
| Introductions and Workshop Overview |
| Knowing and using the IS-2/3 Competencies Profile Review of the 10 sets of required competencies. Using the IS Professional Development Roadmap. |
| BREAK |
| Mini-exercise: What are your greatest communications challenges? |
| Understanding the Government of Canada Communications Policy Key principles, requirements and accountabilities. Linkages to other G of C policies and regulations. |
| How Government Works Parliament (House, Senate, Committees, Cabinet etc.); legislative process; budget cycle; Financial accountability instruments (RMAF, RPP etc.); Fed./Prov. Constitutional jurisdictions; Central Agencies & watchdogs; link between policy/program development and the Communications Function (including T.B. submissions and MC’s); links with Communications policy and IS 2/3 Competencies. |
| LUNCH |
| Mini-Exercise: Who’s your client? |
| Citizen-Centred Communications What does “citizen-centred” mean? The importance of polling, research, plain language, audience segmentation and messaging in the context of citizen-centred communications. Linkages to strategic communications planning and implementation. The role of public consultations and citizen engagement. Nature, impact and use of social media. How does this link to the IS-2/3 Competencies? |
| Mini-exercise: Identification and discussion of information sources in the context of your organization’s operational and communications environment. |
| BREAK |
| Building Trust Roles, actions and behaviours of effective junior communications advisors. |
| Group Exercise: Discussion of the “before, during and after” roles of communicators in the context of a specific communications project scenario. |
| Using the IS Competencies Self-assessment Grid Developing your evergreen learning plan. Review of a “homework assignment” to identify and assess your strengths and areas for improvement in the context of the recognized IS-2/3 Communications Competencies. |
Day 2
| Activity |
|---|
| Re-cap of Day One and Overview of Day Two |
| Strategic Communications Thinking and Planning What is meant by “being strategic” in the context of the communications function? What knowledge and skills must I consistently demonstrate to be and be seen as strategic? Who should part of my own “strategic circle”? How does this link to the IS-2/3 Competencies? |
| BREAK |
| Basics of Effective Writing Art of writing well. Style, presentation and layout. Five key steps of the writing process. Helpful tips for writing media lines, press releases, reports, communications plans and briefing notes. How does this link to the IS-2/3 Competencies? |
| Exercise: Working in small groups, participants will prepare media lines based on a specific case study scenario. |
| Developing a Communications Plan What are the key elements of strategic communications planning? Linkages to corporate planning processes. How do I differentiate between actions, results and outcomes? What is the fit with internal communications? How and what to measure? How does this link to the IS-2/3 Competencies? |
| LUNCH |
| Group Exercise: Working in small groups, participants will develop a Communications Plan based on a specific case study scenario. |
| BREAK |
| Group Exercise Debriefing Participants’ presentations of the case study-based communications plans. Discussion and comments by instructors. |
| Communications Resources Review of helpful resources, documentation and networks available to federal government communicators. Question and answer period. |
| Wrap-up and Evaluation Participants will complete a short evaluation. |
Meet Your Instructor
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… Read full bio
The information provided in this course made me think about briefings in a new context. It caused me to reflect on my own strengths and weaknesses. I was already able to apply the lessons learned in a briefing with my manager at break time.