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
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
Sample Agenda
| Activity |
|---|
| Introductions The workshop participants will introduce themselves (position and responsibilities), provide one illustration of how she/he is currently engaged in strategic communications planning and identify one strategic planning challenge to be resolved during the workshop. |
| Building the Strategy: Drivers: Situational Analysis; Results and Performance Indicators The participants will discuss the first critical elements of the strategic planning process including: • The strategic planning process; • The strategic communications plan contents; • The strategic plan drivers; • The situational/environmental analysis; • The nature and scope of current public perceptions; • The critical communications issues; and • The communications outcomes and performance indicators; |
| BREAK |
| Building the Strategy: Strategic Approach; Target Audiences • Participants will learn how to create and assess the specific strategic approaches or designated strategies that will be required to achieve the expected outcomes established for a strategy • Participants will learn proven techniques to identify and segment key stakeholders, target audiences and publics and the participants will also discuss the necessity of identifying supporters and detractors |
| Case Study Exercise Working in small groups, the participants will develop specific elements of a strategic communications plan and the participants will report back on their discussions |
| LUNCH |
| Building the Strategy: Positioning, Messaging and Branding • Participants will learn how to develop a positioning statement and create easy to understand messages based on a comprehensive messaging system • Participants will also discuss and learn about the concept and process of branding |
| BREAK |
| Building the Strategy: Distribution; Resources; Risk and Results-Based Action Plan • Participants will learn how to develop a outcomes-based action plan, the importance of developing communications actions and products that meet the needs of specific target audiences and stakeholders and the necessity of managing human and financial resources • Participants will also engage in a discussion on ‘risk assessment’ in the context of communications planning |
| Case Study Exercise Using the case study begun in the morning session, participants will recommend strategic approach options, a positioning statement and several high-level communications themes and core messages. |
| Building the Strategy: Monitoring and Evaluation Participants will learn the basics of developing cost-effective monitoring and evaluation mechanisms designed to measure the expected results identified in a strategy and/or action plan |
| Wrap-up and Workshop Evaluation Participants will have an opportunity to ask final questions and complete a formal evaluation of the workshop |
You continue to offer exactly what government workers need to learn – at the right time!