Workshop

Marketing

The Challenges of Public Sector Branding and Positioning

In-House

Have questions about cancellations, rescheduling, or substitutions? View our workshop policies.

Why should you attend?

What is a brand? What constitutes branding? Is branding possible for governments and public sector organizations? What are the key branding challenges and issues faced by governments? What lessons can governments learn from commercial branding? What’s the difference between messaging, positioning and branding? How are they linked in doing strategic communications? How can you structure messages to reach different audiences while maintaining overall coherence and consistency? These and many other questions will be addressed in this two-day workshop designed to provide understanding of branding, positioning and messaging and their application to the challenges faced by federal government communicators.

What will you learn?

The workshop will focus on:

Understanding the differences between public and private sector branding
Key issues and challenges in government branding
Current Canadian public sector branding examples
The branding process
Branding benefits and challenges
Linkages between branding, positioning and messaging
The positioning process
Crafting and applying a positioning statement
Ensuring the branding – positioning – messaging linkage

What will you take away?

Workbook
Exercises and handouts

Professional Competencies

Thinking Things Through: Innovating through analysis and ideas

Sample Agenda

Day 1

Activity
Introductions and Workshop Overview
Branding Basics What is a brand and branding? What does it mean in a public sector context? What are the main issues and challenges in government branding? Branding and communications. Mini-exercise
BREAK
Approaches to Branding Differences between the public and private sectors. Developing and sustaining a brand image. The benefits and challenges of branding government and its organizations. Branding Quiz
LUNCH
The Branding Process Branding as a goal and a process. Essential steps. Key implementation issues. Getting started – The “Elevator Pitch”. Group Exercise
BREAK
Building a Public Sector Brand Strategy Key elements of a branding strategy: SWOT analysis, branding objectives, architecture, brand promise and positioning, segmentation and messaging, tactics, internal brand, sub-brands, co-branding, monitoring and evaluation, critical success factors, risk assessment. Group Exercise
Wrap-up and Q & As

Day 2

Activity
Day One Review
Public Sector Branding Experiences Examples of Canadian and international branding. Lessons learned. Being realistic. Group Exercise
BREAK
The Importance of Positioning What is positioning, and why is it important to branding? The strategic planning context.The positioning process. Developing a positioning statement. Group Exercise
LUNCH
Brand and Messaging Linkages between positioning, messaging and branding. The importance of audience segmentation. Messaging around a brand. Developing and living the “Message Pyramid” Group Exercise
BREAK
Brand Implementation Process: Getting it Right Key challenges in implementing a public sector branding strategy and action plan. Developing the plan. Understanding brand management tools. Asking the right questions. Group Exercise
Wrap-up and Workshop Evaluation Participants will complete a short evaluation.

Thank you very much for your presentation to our national management team. We were so fortunate to tap into your vast knowledge and expertise. We will definitely be back to talk tools and approaches.

Fisheries and Oceans Canada

Workshop

Marketing

The Challenges of Public Sector Branding and Positioning

In-House

Have questions about cancellations, rescheduling, or substitutions? View our workshop policies.

Why should you attend?

What is a brand? What constitutes branding? Is branding possible for governments and public sector organizations? What are the key branding challenges and issues faced by governments? What lessons can governments learn from commercial branding? What’s the difference between messaging, positioning and branding? How are they linked in doing strategic communications? How can you structure messages to reach different audiences while maintaining overall coherence and consistency? These and many other questions will be addressed in this one-day workshop designed to provide understanding of branding, positioning and messaging and their application to the challenges faced by government communicators.

What will you learn?

The workshop will focus on:

Understanding the differences between public and private sector branding
Key issues and challenges in government branding
Current Canadian public sector branding examples
The branding process
Branding benefits and challenges
Linkages between branding, positioning and messaging
The positioning process
Crafting and applying a positioning statement
Ensuring the branding – positioning – messaging linkage

What will you take away?

Participant notebook consisting of presentation slides
Exercises and handouts
A link to post-workshop resources available for download
Certificate of completion

Sample Agenda

Activity
Introductions and Workshop Overview
Branding Basics What is a brand and branding? What does it mean in a public sector context? What are the main issues and challenges in government branding? Branding and communications. Differences between the public and private sectors. Developing and sustaining a brand image. The benefits and challenges of branding government and its organizations. Branding Quiz Mini Exercise
BREAK
The Branding Process Branding as a goal and a process. Essential steps. Key implementation issues. Getting started – The “Elevator Pitch”. Group Exercise
LUNCH
Building a Public Sector Brand Strategy Key elements of a branding strategy: SWOT analysis, branding objectives, architecture, brand promise and positioning, segmentation and messaging, tactics, internal brand, sub-brands, co-branding, monitoring and evaluation, critical success factors, risk assessment. Canadian public sector branding experiences. Lessons learned. Developing the plan. Group Exercise
BREAK
The Importance of Positioning What is positioning and why is it important to branding. The strategic planning context. The positioning process. Developing a positioning statement. Linkages between positioning, messaging and branding. The importance of audience segmentation. Messaging around a brand. Developing and living the “Message Pyramid” Group Exercise
Wrap-up and Workshop Evaluation Participants will complete a short evaluation.

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.

Communications Advisor, Canadian Food Inspection Agency

Workshop

Writing

Strategic Writing for Your Senior Management

In-House

Have questions about cancellations, rescheduling, or substitutions? View our workshop policies.

Why should you attend?

In today’s fast-paced environment, your Senior Managers and Ministers have little time to absorb key information and make decisions to guide their organizations. It is important to understand what these leaders need, and to write texts they can read and act on quickly.

This workshop discusses how to present information, recommendations and advice effectively in writing. Participants will learn tips for writing clearly and apply these tips to briefing notes and presentations for Senior Management, letters for the Minister’s signature, and Cabinet documents.

What will you learn?

How to write in a clear, concise manner
How to approach and organize information for your Senior Managers
How to structure notes, decks and other documents for executive management and Ministers

Who should attend?

This interactive workshop will be beneficial to all individuals working in an administrative, program, project, advisory or other related positions or functions in public, private or voluntary sectors.

What will you take away?

Presentation slides in the form of a participant notebook
Useful handouts and exercises

Professional competencies

Thinking Things Through: Innovating through analysis and ideas

Sample Agenda

Activity
Introductions and Workshop Overview
Why Do We Write to Senior Management? Participants consider the multiple demands on Senior Managers and the purpose of written documents for the Big Boss. They discuss what Senior Managers and Ministers need from their advisors.
Writing Imperatives Participants examine the key components of good writing and discuss why clear writing matters. Participants practise tips and tricks for writing simply and effectively.
BREAK
Preparing to Write for the Big Boss Participants review the steps for drafting texts for the Big Boss and consider the importance of knowing the purpose, understanding the context, and writing for the reader. They discuss how to develop a senior management perspective and write strategically.
LUNCH
Notes and Decks for Senior Management How to structure briefing notes for the Senior Manager and presentations for the Executive Management table. Participants practise composing notes and decks.
BREAK
Writing for the Minister(s) Participants review requirements for writing Treasury Board Submissions, Memoranda to Cabinet, and letters for the Minister’s signature. They practise composing a letter for the Minister’s signature.
Wrap-up and Workshop Evaluation Participants complete a short evaluation.

I would like to take the opportunity to thank you again for another excellent course. I keep returning to the CEC for training as I am continually impressed by the courses, which I find to be relevant, practical, interesting and informative. My experience to date after attending 3 courses is that the instructors chosen are dynamic people who deliver the content in an engaging and accessible manner. As someone who actively pursues professional development and has been to a number of facilities, I truly appreciate this approach and will continue to turn to the CEC.

Workshop Participant

Workshop

Writing

Effective Written and Oral Briefings

In-House

Have questions about cancellations, rescheduling, or substitutions? View our workshop policies.

Why should you attend?

The briefing note is an essential communication and decision-making tool in government and other organizations. It is written to present emerging issues, explore plans of action and inform decisions. Today’s senior managers are overloaded with ever-increasing information, and they need to know what is important as they make decisions. The ability to provide concise, clear and relevant analysis and recommendations in writing is a key skill.

Similarly, and for the same reasons, oral briefings and presentations have never been more important. The oral transmission of information, analysis and policy/action recommendations and their rationale through briefings and presentations is one the keys to efficient operation of public services and it is a key skill required in today’s hectic and changing public service environment.

Effective written and oral briefings are a necessity and a requirement for ministers, senior managers and decision makers as well as for key organizational stakeholders all of whom are faced with multiple issues and events competing for their attention.

What will you learn?

The purpose and structure of a briefing note
How to approach and organize a briefing note
How to write in a clear and concise manner
How to express the issue succinctly and summarize information
How to produce briefing notes that meet departmental requirements
The common factors responsible for ineffective briefings and presentations
How to apply audience analysis – perspectives, needs and priorities – as a key determinant of briefing or presentation content, structure and delivery style
How to identify and craft key messages to be transmitted
How to identify and develop a clear position on issues that will or are likely to arise and identify and prepare for traps, e.g., what not to say, what to say
How to transmit technical concepts, information and data at a level appropriate to the audience and event concerned
How to comfortably deliver different types of presentations for different audiences or events and how to apply diverse delivery techniques
How to use verbal and non-verbal techniques for effective communication
The strategic importance of and techniques for “staying on message” and focusing on outcomes

What will you take away?

Participant notebook consisting of presentation slides
A video clip of your briefing presentation with instructor critique
A link to post-workshop resources available for download
Certificate of completion

Professional competencies

Thinking Things Through: Innovating through analysis and ideas
Engagement: Working effectively with people, organizations and partners

Sample Agenda

Activity
Introductions and Workshop Overview
Why We Write Briefing Notes Public service environment and the necessity of providing senior decision-makers with timely, accurate and concise information and advice.
The Importance of Plain Language Plain language principles and tips for writing clearly and concisely. Steps to preparing a briefing note. Examples and participant exercises.
The Context of Your Briefing Note Determining the Who, What, Why, and When of any briefing note.
BREAK
Structure of the Briefing Note Participants examine the main sections of a briefing note (Issue, Key Considerations, Options, Recommendation). Using a scenario, the class discusses the possible content for each section.
Exercise: Writing the Briefing Note Participants read a case study and discuss the issue. Participants work in groups to prepare a briefing note. Each group presents its completed briefing note. Participants discuss the notes and lessons learned.
LUNCH
Planning and Developing Briefings and Presentations A strategic approach to briefings and presentations; differences between written and oral communication; audience analysis – “who am I talking to” and “what’s in it for me and them”; setting objectives for different types of briefings; determining and crafting key messages and the “residual message” – the main point or points your audience should take away from the briefing; structuring the briefing and determining content – what and how much.
BREAK
Exercise: Briefings and Presentations 5-minute briefings/presentations by volunteers, structured peer review, discussion and instructor feedback.
Delivery, Use of Language and the “Snapshot” Briefing (Oral Executive Summary) Choosing your words and using your voice; using plain language; being conversational; techniques for overcoming nervousness; dealing with questions; a system for staying “on the message”; developing and using the “Snapshot”.
Exercise: “Snapshot” Briefing 2-minute briefings by volunteers, structured peer review, discussion and instructor feedback.
Questions, Comments & Workshop Evaluation

You continue to offer exactly what government workers need to learn – at the right time!

Workshop Participant, Health Canada

Workshop

Writing

Effective Minute and Note-Taking

In-House

Have questions about cancellations, rescheduling, or substitutions? View our workshop policies.

Why should you attend?

Taking and writing effective minutes and records of decisions is an essential skill for all public servants. Well-structured and clearly written minutes of meetings, advisory boards or consultations help all involved and especially the decision-makers to focus on the right actions and to ensure the overall effectiveness of their team and stakeholders. This one day, highly interactive and practical workshop is designed to equip public sector note-takers with the right knowledge, approaches and skills to prepare professional minutes and records of decisions

What will you learn?

How to approach minute-taking from a structured and systematic perspective
How to ensure that the mandate, purpose and stakeholders’ and chairperson’s needs are fully reflected in the event’s minutes
Appreciation and understanding of different stressors and challenges to note-takers
Different approaches and layouts to taking notes and creating effective minutes and records of decisions
How to work effectively with the chairperson to ensure the final minutes and its key messages are clear, concise and accurate

Who should attend?

What will you take away?

Presentations slides in the form of a participant notebook
Exercises and handouts

Professional competencies

Written Communications

Sample Agenda

Activity
Introductions and Workshop Overview
Understanding the Mandate, Purpose and Stakeholders’ Needs Overview and discussion of diverse types of meetings, advisory and consultative mechanisms and the drivers behind their mandates and operation. The importance of working with the chairperson. Knowing and understanding the audiences for our written outputs (minutes, records of proceedings, working groups’ reports, etc.)
BREAK
Note-taking Stressors, Challenges and Remedies Stressors and challenges in taking notes and preparing minutes of proceedings: is the task clear? Common elements of ineffective meeting minutes and records of decision. What can be done to deal with the stressors and avoid the mistakes?
Exercise Working in small groups, participants will be given notes from a meeting (or a similar document). Each group will identify and summarize the key points, and then present its summary (précis) to the plenary.
Taking Notes: Purpose, Preparation and System • Purpose – what the note taker is doing. • Preparation – addressing and clarifying expectations about the content and approach to the minutes/ROD, the standard format and what it should contain. Going over the agenda before the meeting and discussing what items may involve significant discussion, contentious matters, follow-up from previous meeting and any other items that could impact upon the note taker.
LUNCH
Approaches to Note-taking Different ways of taking notes. What must be captured? Having a system for taking notes. What will be most effective? Knowing how to look for and phrase key messages.
Exercise Working in groups, and based on the previously prepared précis document, the participants will identify and redraft 2-3 key messages they believe are of most importance to the minutes’ stakeholders and other potential audiences.
BREAK
From Notes to Minutes of Proceeding Getting from notes to actual minutes of proceedings. How much content is enough? What must appear? An appropriate style. Using plain language principles. Conciseness and clarity. Questions to ask about the draft. Formatting for functionality, readability and ease of understanding.
Exercise Working in groups, participants will correct and/or rephrase a series of short texts for the final minutes.
Wrap-up and Workshop Evaluation

Thank you very much for your presentation to our national management team. We were so fortunate to tap into your vast knowledge and expertise. We will definitely be back to talk tools and approaches.

Fisheries and Oceans Canada

Workshop

Digital

Effective Web Writing

In-House

Have questions about cancellations, rescheduling, or substitutions? View our workshop policies.

Why should you attend?

Government departments and corporations spend thousands of dollars in updating their web sites. But all of that expense and effort is for naught if few people notice. Poorly communicated web sites fail to deliver on transparency, accountability and access for all.

This powerful and content rich workshop will show you how to write web content that not only gets noticed immediately but also is understood and inspires action. Completion of the workshop and using the techniques illustrated will ensure value for dollar spent on government and corporate web sites and increase user follow-up.

Engage your audience with enticing content that exudes relevance, impact and urgency. Deliver web content that meets the rigorous demands of today’s hurried, distracted and impatient audience. Writing for the increasingly popular mobile website will also be examined.

Be sure to bring samples of your existing web content, as this workshop will include an interactive critique session addressing some of the pros and cons of government and corporate sites.

What will you learn?

This workshop is designed to improve the credibility and readability of your web site to more effectively reach your audience. In turn, your audience will be able to make informed decisions and act on the information you provide.

You will learn the following:

What new studies and today’s web site consumers have to say about government and corporate web sites and user habits, how users judge a web site (these findings will surprise you) and why the standards of web writing differ from those of print.
How to write headlines, subheadings and captions that engage the reader right away and keep them on your site.
How to write using plain language principles and a user-centric approach
How to write paragraphs for the web that make readers want to read everything.
How to visually structure web content (a recent Stanford University study revealed that the appearance of content is as important, or more important, than the content itself!)
How to avoid the most common web writing mistakes
How to write links, navigation and menus to lead the reader into deeper content.
How to structure your home and inner page content so there is a natural, progressive flow.
How to make your site search engine friendly.
When to use audio and video and make certain your media is accessible to all users of the web site.
How to write government mandate, policy and program information that engages the reader, stays within CLF (Common Look and Feel) guidelines, is understood and facilitates action.
How to draw readers into a written dialogue that makes them feel part of your message.

What will you take away?

Workbook
Exercises and Handouts
Certificate of Completion

Sample Agenda

Activity
Introductions and Workshop Overview
Latest Online Reading Trends In this session, participants will learn about online reading trends and the difference between writing for print versus writing for the web.
Writing for the Web: Common Principles Participants will learn about the principles of Accessibility, Usability, Interoperability and a User-Centric approach to web writing.
BREAK
Web Content Design: The User-Centric Approach Participants will learn how to create personas based on different users and develop content based on those user-centric personas and the tasks they are trying to accomplish.
Core Writing Techniques Participants will learn how to apply the use of plain language, active voice and task-oriented writing styles to the web.
LUNCH
Headings and Sub-headings Participants will learn about the different styles of headings used in web writing including the use of statements, detailed statements, teasers, questions and more. Participants will also learn how to use the inverted pyramid in their approach to web writing.
Paragraph Writing Participants will learn how to write clear and concise paragraphs that the reader can quickly click, scan or scroll to get the message across.
BREAK
Aids for Writing for Clarity and Formatting Techniques Participants will learn how use of examples can help a reader better understand your points. Use of lists, bullets and tables for better clarity will also be explored, along with their proper formatting techniques.
Review of Case Studies Participants will explore other websites and discuss the pros and cons and ways in which the content can be improved upon based on what they learned over the course of the day.
Wrap-up, Q&A, Workshop Evaluation Participants will review the day, have an opportunitiy to ask any final questions and complete a short evaluation.

You folks have the best materials! I thank you and your colleagues for your continued support. It’s one of the reasons we continue to come back!

Manager, The Canadian Medical Protective Association

Workshop

Digital

Digital Storytelling & Strategic Communications

In-House

Have questions about cancellations, rescheduling, or substitutions? View our workshop policies.

Why should you attend?

Digital story telling is an increasingly important component of every communicator’s toolkit. It can be a tremendously effective way of conveying an organization’s mission, changing people’s behaviour, rallying supporters to action, and raising funds. But to achieve these goals it must be done well. This workshop will expose communicators to the digital storytelling landscape in today’s world with a focus on organizations that excel at telling inspiring and impactful stories that achieve their strategic goals. Workshop participants will then be provided with the key tools they need to acquire to become great strategic digital storytellers themselves. They will learn about how to identify a strategic story and incorporate it into their broader communications strategy, the key elements that are the base of every great digital story, how to weave a story from these elements, and the exciting variety of digital formats and channels available to convey stories.

The workshop combines a mix of formal instruction with a generous dose of group discussion and practical exercises in order to provide participants with immediately actionable new skills and knowledge.

What will you learn?

This workshop will focus on:

Why digital storytelling has become a key strategic communications tool
Organizations that are leaders in the digital storytelling landscape
Examples of superlative organizational digital storytelling
How to identify a strategic story amid the thousands of possibilities
The five key elements that are essential for impactful digital storytelling
The broad range for formats available for digital storytelling – the easiest, the most popular, the most challenging
How distribution channels impact stories and their formats
How to build stories with a story arc that grabs your audience
The difference between stories told in the 1st person voice vs 3rd person voice
How to think through the video format
How to measure a strategic story’s success

What will you take away?

Workbook
Exercises and handouts
Bibliography of reading and digital storytelling models

Professional competencies

Values and Ethics: Serving through integrity and respect
Thinking Things Through: Innovating through analysis and ideas
Engagement: Working effectively with people, organization and partners
Excellence: Dlivering results

Sample Agenda

Day 1

Activity
Introductions and Workshop Overview
Digital Storytelling What is storytelling? What is digital storytelling? How is the term digital storytelling misused? How are organizations using digital storytelling to achieve communications purposes? What are the five key elements in every successful story?
Small Group Exercise In groups, discuss and identify a minimum of three (3) specific questions in the area of “perceptions of service experience”, to be part of a bi-annual client satisfaction survey. Capture your results in bullet form and present your conclusions to the plenary.
Exercise Working in groups participants will review a video story to identify the five key elements that every successful story includes. Working individually participants will review a web story to identify the five key story elements. Participants will discuss findings with the whole group.
BREAK
Digital Storytelling Organizations What organizations are successfully using digital storytelling to achieve their communication objectives? How are their storytelling strategies similar and how are they different?
Digital Storytelling Formats What are the various digital formats available to tell an organizational story? What are the key decision factors in choosing a format for digital storytelling? How does the distribution channel impact the story and choice of format? What are the advantages and disadvantages of different distribution channels.
Exercise Participants will be assigned an organization’s website to review their storytelling practices. What are the different formats used, how does digital storytelling fit into the broader communications content strategy, what are their distribution channels, and how (or not) do stories enhance the organization’s communications goals?
Questions

Day 2

Activity
Recap and Morning Overview
Strategic Communications and Digital Storytelling Why has digital storytelling become a key communications tool for organizations? How and where does digital storytelling fit in a broader communications strategy? What makes a digital story strategic? What are the steps to follow to identify a story that will support communication objectives? What are the different types of strategic stories? Case study of strategic storytelling.
Exercise Participants will be assigned an organizational profile and communications strategy and will work in groups to enhance it with a storytelling strategy, including suggested story type, and potential protagonist profiles, formats, and channels. Working individually participants will be asked to identify a current (or past) communications strategy they have worked on, and how it could be enhanced with a storytelling strategy.
BREAK
Ethical Storytelling What is ethical storytelling? Why is it important to proceed carefully when sharing someone’s story as part of a communications strategy? What are some of the key concerns ethical storytellers need to be aware of when developing a digital story?
Stories to Remember What are some of the additional ingredients that can lift a story from so-so to unforgettable?
Exercise Working individually participants will review a successful story in detail. What makes this story so impactful? How does it exemplify storytelling best practices, are there additional ingredients that make it memorable, and how does it follow (or not) ethical storytelling guidelines?

Day 3

Time	Activity
8:45 am – 9:00 am	Recap and Morning Overview
9:00 am – 9:30 am	Digital Storytelling: Key Elements (In-Depth) What are the characteristics of a good protagonist in digital storytelling? What are the characteristics of a good goal? How do obstacles propel a story forward? What are the key ingredients in a good resolution?
9:30 am – 10:00 am	Exercise Participants will choose a personal story about a goal they pursued and achieved from their own life. They will identify the key storytelling elements including the obstacles they had to overcome, who helped, and how their story ended. They will share with the group.
10:00 am – 10:30 am	Building Your Story How do you turn the elements of a story into an actual digital story? What are the key steps to follow? Why is a transcribed interview your best friend for efficient and successful organizational storytelling? What is a story arc? What makes for a good beginning? How to make a meaty middle? What’s the rule of thumb for endings?
10:30 – 10:45	BREAK
10:45 am – 11:30 am	Exercise Participants will review an in-depth interview transcription of someone’s story and identify the key story elements, and the possible building blocks for a beginning, middle, and end. Participants will discuss their decisions with the group.
11:30 am – 11:45 am	Building Your Story: Point of View What do we mean by point of view? What is a 1st person point of view? What is a 3rd person point of view? What are the advantages and disadvantages of each for digital storytelling?
11:45 am – 12:15 pm	Exercise Participants will assemble a story using the first-person point of view, drawing on the assigned interview transcript and the building blocks they identified in a previous exercise. Participants will discuss with the group.
12:15 pm – 12:45 pm	Exercise Participants will assemble a Q&A using the interview transcript and building blocks developed in the previous exercise. Participants will identify a quote from the interview transcript that can accompany a photo.

Day 4

Time	Activity
8:45 am – 9:00 am	Recap and Morning Overview
9:00 am – 9:15 am	Building your story: 3rd person narratives What is a digital story told in the 3rd person? Why is it more challenging to prepare than a 1st person story? What are some tricks of the trade to write 3rd person narrative stories?
9:15 am – 10:30 am	Exercise Participants will use the story elements developed from a personal story in a previous exercise to identify the building blocks and story arc for a story. They will then write this story in the 3rd person narrative form. These stories will be shared with the group.
10:30 am – 10:45 am	BREAK
10:45 am – 11:15 am	Building Your Story: Video Format Why is the video format so key to digital storytelling strategies? Why are videos the most challenging storytelling format for organizations? What are the steps to follow for developing a video story? What is a storyboard? What are the various multimedia available to support a video story?
11:15 am – 11:45 am	Exercise Using the web story developed in a previous exercise, participants will be asked to prepare a storyboard for a video treatment of this story. What kind of multimedia can support the story and where will they be placed?
11:45 – 12:00	BREAK
12:00 pm – 12:30 pm	Measuring Storytelling Success What are the various ways to measure the success of a digital story? What kind of digital analytics can assist with this measurement?
12:30 pm – 12:45 pm	Evaulation

Thank you very much for your presentation to our national management team. We were so fortunate to tap into your vast knowledge and expertise. We will definitely be back to talk tools and approaches.

Fisheries and Oceans Canada

Workshop

Digital

Digital Content: From Script to Video Screen (A Script Writing Workshop)

In-House

Have questions about cancellations, rescheduling, or substitutions? View our workshop policies.

Why should you attend?

When it comes to social media, digital content is king and video reigns supreme. From baby steps caught on smart phones to professional productions, video now makes up close to 80 percent of traffic on the Internet. Government departments and corporations are demanding online video content as part of their Digital Content Strategies. Some have even built their own studios.

Your phone or tablet are video production tools. Video is a cost effective and powerful digital tool for communicating internally and externally.

Every online video needs a plan. It’s called a script. You use the script to capture and organize your ideas, formulating a story. You develop your script to present it to funders and supervisors. You enhance it to include narration and location. You script your shoot and shoot your script. You finalize your script for editing and approvals. Script writing and development are essential parts of producing any video for digital content for the government or the corporate sector.

This is not a workshop for Hollywood screenwriters. It is a practical guide to writing simple and effective scripts for government and corporate videos.

What will you learn?

How to:

Choose your story – Online video must not be an afterthought. It should be an integral part of any digital communications or information strategy.
Write your story – Effective writing for video is plain and simple, but not always easy.
Template your story – what information does a video script need to have and how should it be ordered.
Focus your story – Online videos are short and deal with a single topic, idea or call to action. That 5-minute video you were planning might be better as 5 one-minute videos.
Plan your story – You need a key message, visuals, a location and people.
Structure your story – It will need an opening to get viewers interested, a middle to give information, and an ending with a call to action or a concluding thought.
Visualize your story – Video stories are all about the pictures. Your visual resources can range from video to animation to PowerPoint-style graphics.
Humanize your story – stories about people are compelling.

Who should attend?

Communications professionals who are starting out or currently working in video story production.

Pre-Workshop Assignment

Throughout this workshop I want you to begin the process of writing and planning a real video. In order to do that, I need you to write a Brief about your video. It should be just that… brief.

Please answer the following questions, providing no more than three sentences each, and submit them to me at least a week in advance of the workshop.

What is the goal of your video? In other words, why are you making it?
Who is your audience? Who are you making it for?
What is the topic? The shorter this answer is the better. Be specific!
What are the takeaways? What should you know when you’ve watched it?
What is the call-to-action? What do you want them to do when they’ve watched it?

Sample Agenda

Day One

Activity
Introductions and Workshop Overview • The script turns concepts in to content. It evolves through many drafts from an outline, to a detailed shooting and editing guide, to a searchable record of your video. • Writing a script is actually the way you conceive, plan and finally produce your video.
Getting Started Before you write your script, there are a few questions you need to answer. First, who do want to watch it? What do you want them to know? And what do you want them to do? • Audience • Key Message • Call to action Based on those answers, what kind of video will this be? It could be promotional or testimonial. Perhaps it is a how-to video or a video blog. We will look at the briefs you wrote in advance of the class.
Audio and Visual Elements • A good video story is full of interesting visual and audio elements. The most obvious is moving pictures. If my story is about mowing a lawn, I will use video of someone mowing a lawn. There are other visual elements such as graphics and text, still pictures, and animation. • Video is also about what you hear from music and narration to the sounds that are in the background of our videos. • A good video script combines all of these elements.

Day Two

Activity
Video Writing • Narration for broadcast must be plain and direct. It must be simple and concise. And it must be conversational. • You are writing for the ear. You are speaking to the viewer. • One thought or one idea per sentence.
Script Elements and Templates • There are two main elements in every script. What are we going to see and what are we going to hear as we view the video. That’s why we set up our initial script in to two columns. Audio and video. • Let’s watch a video and see what the script looks like as it evolves from concept, to the field through editing to final product.
BREAK
Structure • Every story should have a beginning, middle and an end. The beginning is crucial. One successful way to structure your script is to start with the problem. Follow that with analysis of the problem. Go to the solution, its benefit, and round out with the action you want someone to take. • Based on your brief, how does that look for your video? • Every video is different. We’ll take a look at possibilities for your video. And we’ll get the writing underway.
Recap and Workshop Evaluation Participants will discuss the lessons learned and complete a short evaluation of the course.

You folks have the best materials! I thank you and your colleagues for your continued support. It’s one of the reasons we continue to come back!

Manager, The Canadian Medical Protective Association

Workshop

Media Relations

Face aux médias: l’essentiel

In-House

Have questions about cancellations, rescheduling, or substitutions? View our workshop policies.

Pourquoi y assister?

Les médias sont omniprésents et jouent un rôle important dans le processus de formation de l’opinion publique. La capacité de traiter directement avec les médias dans le cadre d’une interview ou celle d’élaborer et d’intégrer des stratégies de relations avec les médias dans des plans de communications globaux, sont des compétences importantes pour toute personne dont le travail comprend un volet médias/communications/information. Cet atelier est conçu pour les communicateurs qui souhaitent accroître et approfondir leurs connaissances et leur expertise, ou qui désirent rafraîchir et valider leurs compétences à ce chapitre, et pour toute personne qui doit traiter avec les médias dans le cadre de son travail. Un nombre maximal de 6 participants par atelier sera accepté.

Ce que vous apprendrez

Les choses à faire et à éviter quand on traite avec les médias
Comment négocier une interview – comment élaborer une stratégie, se préparer et garder le contrôle
Comment préparer les décideurs à faire face à la presse
La relation entre les enjeux, les médias et les communications stratégiques
Comment traiter avec les médias en temps de crise
Comment accroître l’efficacité des relations avec les médias en les intégrant à la planification des communications stratégiques

Ce que vous conserverez

Un manuel comprenant les choses à faire et à éviter, une marche à suivre, des aide-mémoire et des modèles
Des exercices et des informations complémentaires

Compétences du gouvernement fédéral

Réflexion approfondie: Innovation grâce à l’analyse et aux idées
Engagement: Collaboration efficace avec les gens, organisations et partenaires

Programme

Activity
Introductions et survol du cours
Travailler avec les médias Caractéristiques et fonctionnement des médias; impact sur l’opinion publique; aperçu de la radio, de la télévision et des médias écrits. Éléments clés; l’idée du contrôle; bâtir et maintenir la crédibilité; choses à faire et à éviter.
PAUSE
Négociation et préparation à l’interview; l’interview à la radio Le premier appel téléphonique; la négociation des règles de base; comment se préparer; stratégie pour l’interview; éviter les pièges. Interview avec la presse écrite versus d’autres types d’interview. Les règles de base d’une interview à la radio.
Interview à la radio, analyse et commnentaires Chaque participant sera interviewé à la radio, qui sera enregistrée; les participants et les instructeurs discuteront de chaques interview pour en faire l’analyse, et tirer les leçons appropriées.
DÉJEUNER
Techniques pour répondre aux questions difficiles Les questions qui ne sont que partiellement vrai ou qui sont pointues, émotives, hostiles, vagues, théoriques, basées sur des renseignements eronnés. Les ordres du jour différents: le vôtre et celui du journaliste. Comment parler de ce que vous voulez en parler.
L’interview à la télé Le monde de la télé et l’importance de la visuel. Se préparer pour l’interview; voix, posture, tenue, etc. Les techniques pour répondre aux questions difficiles et pour faire passer votre message.
PAUSE
Interview à la télé, analyse et commnentaires Chaque participant sera interviewé à la caméra; les participants et les instructeurs discuteront de chaque interview pour en faire l’analyse, et tirer les leçons appropriées.
Survol des matières couvertes; Évaluation Les participants compléteront une courte évaluation de l’atelier.

Several people made a point of telling me how well the presentation went, how useful it was to them and how well I did, leading the presentation. I frankly owe these kudos to you and an excellent training session. This was, in fact, the first time I have ever delivered a presentation in such formal circumstances. My ability to perform (without nerves!) in front of a high-powered group was entirely due to the learning I received from you at the “Effective Oral Briefings and Presentations to Senior Officials” session in March (2014). So thanks, Josef!

Strategic Communications Advisor, Environment Canada

Workshop

Communications

Federal Government IS 2–3 Communications Competencies

In-House

Have questions about cancellations, rescheduling, or substitutions? View our workshop policies.

Why should you attend?

This workshop is designed specifically for communicators and others interested in competing for IS-2/3 positions and for newly appointed junior communications advisors. The one-day program offers a 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
What is strategic communications thinking and planning
The basics of effective writing
Developing a communications plan
Performance measurement and reporting for communications projects

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

Activity
Introductions and Workshop Overview
Knowing and using the IS-2/3 Competencies Profile Review of the 10 sets of required competencies using the CCO 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, regulations and practices and to IS-2/3 competencies.
Building Trust Roles, actions and behaviours of effective junior communications advisors.
LUNCH
Mini Exercise: Who are your clients?
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? What are the key elements of strategic communications planning? How do I differentiate between actions, results and outcomes? How and what to measure? Link to the IS-2/3 Competencies?
Group Exercise Working in small groups, participants will develop several elements of a Communications Plan based on a specific case study scenario.
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?
Group Exercise Working in small groups, participants will prepare media lines based on a specific case study scenario.
Wrap-up and Evaluation Participants will complete a short evaluation.

You folks have the best materials! I thank you and your colleagues for your continued support. It’s one of the reasons we continue to come back!

Manager, The Canadian Medical Protective Association