Workshop

Communications

Public Consultations & Citizen Engagement

In-House

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

Why should you attend?

Effective public consultations and citizen engagement require rigorous planning, efficient execution and excellent communications. The communications dimension of a public consultation or citizen engagement initiative is, in fact, crucial to its success. Understanding the linkages of communications and consultations or engagement, the benefits of a well thought out communications strategy as part of the overall consultation initiative, and the risks of not doing communications planning, is a must for anyone involved in planning and delivering public consultations or citizen engagement initiatives.

What will you learn?

How to choose among different models and approaches to public consultations and citizen engagement
How to position public consultations within your overall organizational strategy
Understanding public consultations/citizen engagement as a communications activity
Linkages between public consultations/citizen engagement and strategic communications
How to develop a successful plan for the overall consultation initiative
Identifying and managing communications challenges and opportunities
The communications Do’s and Don’ts of designing public consultations
The importance of understanding your audiences and stakeholders
The importance of understanding the role of the media
Communications principles and approaches during public consultations
The essentials of effective messaging
How to monitor and evaluate the overall consultation initiative
The importance of follow-up after the public consultations/citizen engagement process

What will you take away?

Workbook and checklists, how-to procedures/reminders and templates
Exercise handouts

Professional competencies

Engagement: Working effectively with people, organizations and partners

Sample Agenda

Activity
Introductions and Workshop Overview
What Do We Mean by Public Consultations and Citizen Engagement? Why are Communications a Key? • Positioning public consultations within organizational strategy • Understanding and defining “horizontality” in public consultations • Internal and external dimensions • The broad range of models available, depending on the context • Key communications principles in public consultations • The essentials of horizontal communications Linkages between communications and the key objectives of the initiative • Examples of diverse public sector consultations initiatives Mini-exercise: Participants will identify key communications challenges and opportunities inherent in public sector consultations and citizen engagement initiatives.
BREAK
The Public Consultations Planning Framework • Key principles of the Framework • Linking the process with communications • Understanding the drivers and starting the planning process • Process issues – core questions, roles and responsibilities • Stakeholder involvement and risk factors – internal and external dimensions • Communications issues, challenges, opportunities and results • Resources and products
Case Study Exercise: In small groups, participants will analyze a public consultations scenario, identify the drivers behind the initiative and their implications for planning the consultations process and communications.
LUNCH
It’s all about Communications! • Planning and managing communications for public consultations – key internal and external communications dimensions • Identifying and managing communications challenges and opportunities • Phased-in communications: before, during and after the consultation • The importance of monitoring the communications effort
Case Study Exercise: Applying the framework for planning public consultations and citizen engagement.
BREAK
Developing a Plan for your Public Consultations/Citizen Engagement Project • Deciding on the model • Step-by-step approach and key considerations, pitfalls and challenges • Being strategic and understanding risk • Understanding and segmenting target audiences, clients and stakeholders • Linkage to communications
Mini-break
“On the Road Again”: Communications Do’s and Don’ts • Determining the role of the media • Understanding and managing “dissenters” and “disruptors” • Defining messaging imperatives • Spokespersons and facilitators • Implementing the communications strategy and action plan • Measuring the success of your overall initiative • After the consultations process – when does it all end?
Wrap-up and Evaluation Participants will 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

Communications

Managing and Communicating Under Stress

In-House

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

Why should you attend?

Work-related stress is now one of the biggest causes of absence from the workplace and trends indicate that the figures are getting worse not better. Some degree of stress in our lives is vital. It is what keeps us alert and helps us develop, however, too much stress can lead to both mental and physical illness. This workshop is designed to help us understand what stress is and outline some of the communication and other strategies for managing it. You will experience a range of stress management approaches to find the techniques that work for you. This course will help you contend with the sources of stress that have most impact for you personally.

What will you learn?

Identify signs and symptoms of stress
Identify sources of stress
Measure our level of “day-to-day” stress
Identify the difference between stress and burnout
Discuss how we handle stress
Learn proven communication and other strategies for managing stress both at work and at home

What will you take away?

Comprehensive workbook
Exercises and handouts

Professional competencies

Engagement: Working effectively with people, organizations and partners
Excellence Through Results: Delivering through own work, relationships and responsibilities

Sample Agenda

Day 1

Activity
Introductions and Workshop Overview • Review Course Objectives • Stress Buster # 1
Definition and Causes of Stress • Causes of Stress: Write down 10 things that cause you stress (work or personal) • Stress Buster #2 Stress survey
BREAK
Common Signs and Causes of Stress • Sign of stress • Responses to stress • Causes of stress Plenary and small group discussions
Effects of Stress • Positive and Negative Effects of Stress: Mind, Body, Spirit • Definition of Burnout. Working in small groups develop a definition of burnout Survey – Learning about our stressors
LUNCH
Debriefing of Burnout Inventory • Stress Buster #4 • Individual Exercise: “What makes us Comfortable” • Cures for Burnout Small-group brainstorming and debriefing
BREAK
Changing the Changeable – Case Study • Small-group discussions and debriefing. • Stress Buster #5 • Stress Buster # 6 Exercise: Stepping out of your comfort zone
Review of Day One • What one thing did you learn today to help you deal positively with stress • Qs and As Homework Assignment: Communication Styles Inventory.

Day 2

Activity
Recap of Day One Debriefing: Communication Styles Inventory What type of communicator are you? • Visual • Auditory • Kinesthetic
Strategies for Communicating under Stress Flexing your communications style.
BREAK
The Positive Approach to Stress Management • Creating and sustaining life balance. • Individual exercise: • What does “balance” mean to you? • What does it “look like”? What are the four most important things that I would like to spend my time on?
Goal-Setting • Identify short, medium and long-term goals for personal, financial, health and work • Goal-setting guidelines Setting SMART goals
LUNCH
Cognitive Restructuring • Managing self-talk – Group discussion • Exercise: • Reframing from negative thoughts • Writing positive statements to replace negative ones • Managing irrational thoughts • Basic techniques for attacking irrational thoughts Group discussion
BREAK
Stress Management Techniques • Review of several proven techniques for managing stress • Exercise, Nutrition, Muscular Relaxation, Meditation, Guided Imagery, Visualization. Abdominal Breathing Stress Buster # 7
Personal Action Plan
Wrap-up and Workshop Evaluation Participants will complete a short evaluation.

The tools that were presented will be very helpful in my work and personal environments. Great facility. I will come back for other training.

Program Manager, Office of the Secretary to the Governor General

Workshop

Communications

Effective Messaging

9:00 am - 12:30 pm •

In-House, Online

Cost: $750

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

Why should you attend?

In a complex communications environment with thousands of messages from diverse sources, government communicators face increased pressure to ensure their messages are received, understood and acted upon. Developing and delivering messages in support of an organization’s mission, policies, programs and expected results has become one of the most important and challenging areas of strategic communications. The ability to develop a comprehensive message system that will successfully respond to both their organization’s and their target audiences’ needs amidst today’s communications “clutter” is one of the essential elements in being an effective communicator.

What will you learn?

The workshop will focus on:

Linking messages to strategic communications and expected results
Developing and applying a comprehensive message system
Different types of messaging for different communications media
The attributes of successful messages and how to incorporate them
Developing and crafting effective messages for diverse audiences
Testing messages for optimum impact
Monitoring and measuring the success of messages

What will you take away?

Workbook and checklists, how-to procedures/reminders and templates
Exercise handouts

Professional Competencies

Engagement: Working effectively with people, organizations and partners

Leah Jurkovic, President CEC

Leah has over 25 years of experience working at the intersection of communications, organizational change, and cultural transformation. As a former executive at Colleges and Institutes Canada (CICan), Leah led both the communications and human… Read full bio

Sample Agenda

Activity
Introductions and Workshop Overview
Strategic Communications Planning Context Being strategic – thinking strategically; strategic communications. The planning process and technique; linkages between messaging and strategy. The importance of situational analysis. Understanding objectives and results. The importance of knowing audiences and targets. Different types of audience segmentation. Understanding the Strategic Communication Message Pyramid.
Case Study Exercise: Understanding our Audiences Participants working in groups will develop the first elements of audience segmentation and a set of communications themes based upon a scenario distributed to them and will report back with their results. Instructor-led feedback and discussion.
BREAK
The Importance and Impact of Positioning and Messaging Developing and applying the “message pyramid”. Defining our positioning statement. Linkages to messaging. Relationship between messaging, positioning and branding.
Case Study Exercise: From Positioning to Themes and Core Messages Participants working in groups will develop a set of core messages based on the previously developed communications themes and will report back with their results. Instructor-led discussion and feedback.
Message Engineering – The Right Basics The traditional “R’s” of message engineering – the “right” message, audience, vehicle, messenger and timing. The holistic “R’s” – relevance, resonance and responsiveness. The practical “R’s” – repeatibility, reviseability and reinforceability.
LUNCH
Messages and Mediated Communications Understanding that messages are mediated. Speech; text; video and TV; Web. Impact of different types of messaging on diverse audiences. Which type of message to use when and with whom. Importance of visual messaging.
Case Study Exercise: Applying Visual Messaging Participants working in groups will identify and correlate different types of visual messages with each of the previously prepared communications themes together with suggestions for visual message enhancements and will report back with their results. Instructor-led feedback and discussion.
BREAK
Tailoring Message for Diverse Audiences Crafting specialized messages. What do we have to know. Learning from our research. Putting the “meat on the bones”. Revisiting the key “R’s” of message engineering.
Case Study Exercise: From Core to Specialized Messages Participants in groups of two will develop a series of specialized messages for specific audiences based upon the previously prepared core messages and will report back with their results. Instructor-led feedback and discussion.
Getting it Right and Knowing it – Testing and Measuring Messages. Pre-testing. What makes a message successful. Choosing the right tools and techniques to measure the success of our messages. When and what to measure. Linking measurement to the strategy’s expected results.
Wrap-up and Evaluation Participants will complete a short evaluation

The moderator was excellent – very natural, pleasant, and engaging throughout the session. She created a comfortable environment, encouraged questions, and made participation feel easy and welcome. Her delivery was a real highlight of the course.

Participant – Internal Communications

Workshop

Writing

Writing Effective Briefing Notes

9:00 am - 12:30 pm •

In-House, Online

Cost: $750

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 in writing is a key skill.

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

What will you take away?

Presentation slides in the form of a participant notebook
Useful templates, exercises and checklists

Professional Competencies

Thinking Things Through: Innovating through analysis and ideas

Claude Panneton

Claude Panneton is a former public service executive with over 20 years of communications experience including risk and crisis communications, issues management, strategic communications and oversight of departmental public environment analysis,… Read full bio

Sample Agenda

Activity
Introductions and Workshop Overview
Why We Write Briefing Notes Participants consider the fast-paced environment and discuss why senior decision-makers require timely, accurate, concise information and advice.
Writing Clearly Participants review tips for writing clearly, and practice in a series of exercises.
BREAK
The Writing Process Participants discuss the steps to take as they prepare to write a briefing note. Participants study how to write in plain language.
What is the Context of your Briefing Note? Participants discuss how to address the Who, What, Why, and When of any briefing note they are asked to prepare.
LUNCH
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.
Writing the Briefing Note Recap of principles and practices in crafting the briefing note. Participants read a case study and discuss the issue. Participants work in groups to prepare a briefing note.
BREAK
Briefing Note Group Presentations Each group presents its completed briefing note. Participants discuss the notes and lessons learned.
Wrap-up and Workshop Evaluation Instructor sums up the key points and participants 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

Digital

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

9:00 am - 12:30 pm •

In-House, Online

Cost: $750

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?

Scott Hannant

Scott Hannant is a seasoned communicator with extensive experience at the executive-level. Scott has worked across the corporate, government, academic and not-for-profit-sectors. Prior to stepping away from full time work, he was a director with the… Read full bio

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.

I had a really good experience. I heard good things about your training before, and I wasn’t disappointed.

Manager, Transport Canada

Workshop

Communications

Fundamental Communications Competencies: Active Listening, Assertiveness, Problem Solving & Decision Making

In-House

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

Why should you attend?

This creative and fast-paced interactive workshop has been designed for those individuals who would like to improve their communication skills: the life skills used every day to communicate and interact with others in our professional and personal lives. This workshop will focus on improving participant communication skills in active listening, assertiveness, negotiation, problem solving, and decision-making. These are the most important of all interpersonal communication skills.

Individuals with strong communication skills are much more likely to succeed. Employers, whether in the public, private or voluntary sectors, are always on the lookout to hire and advance the careers of individuals with well-honed communication skills. While there are many professional development programs that focus on oral and written communications very few programs focus on the interaction of active listening, assertiveness, negotiations, problem solving, and decision-making.

Employees with strong communication skills clearly stand out from the crowd. These individuals are more productive and more successful as a result of the quality of their working relationships with peers, employees, supervisors, clients and others. Such individuals can quickly rally and sustain the support of others to successfully manage complex work assignments. Equally, they possess the skills necessary to deal with difficult issues in a straightforward manner, listen well to the ideas and concerns of others, problem-solve to support employers, colleagues and reports, and demonstrate a calm respectful assertiveness when engaging others.

What will you learn?

This workshop will concentrate on the communications skills today’s professionals require for success. Specifically, this professional development workshop will focus on the communication skill sets that employers’ value most:

Active listening skills;
Assertive communications;
Negotiation;
Problem solving; and
Decision-making.

During this workshop, participants will acquire the following learning outcomes:

Listen actively to others and, thereby, provide candid feedback to employers, colleagues and reports;
Express ideas and views in a positive, respectful but assertive manner;
Know how to problem solve and, thereby, facilitate conversations to better manage organizational and inter-personal difficulties;
Understand the fundamentals of negotiations and know how to avoid common pitfalls; and
Take decisions that matter, know how to stand by the decisions taken over the long-term and know when a decision requires revision.

Who should attend?

This workshop is intended for today’s highly motivated professionals who want to advance their communication skills and careers.

Included with this workshop

Notebook consisting of presentation slides
Exercises, case study and handouts
Certificate of completion

Professional competencies

Engagement
Oral Communications
Problem Solving
Influencing
Negotiating

Leah Jurkovic, President CEC

Sample Agenda

Activity
Introductions and Workshop Overview • The workshop participants will introduce themselves and outline their expectations and learning objectives • The instructor will outline the workshop learning opportunities and planned processes
Active Listening: The Most Powerful of all Non-Verbal Communication Skills • Participants will learn how active listening is essential to communication otherwise critical information will be missed or misunderstood • Participant discussions will focus on how to listen actively to another person and how the act of ‘listening’ and ‘hearing’ differ
HEALTH BREAK
Assertive Communications: Make Interventions that are Assertive and Respectful • Participants will learn how to express their thoughts, ideas and suggestions in a honest and appropriate manner • In particular, participants will learn how to be assertive while remaining respectful of the thoughts, feelings and beliefs of others • Participants will discuss and clearly differentiate assertive communications from aggressive communications • Participant conversations will conclude on techniques designed to influence others through embedded suggestions
Case Study Exercise
LUNCH
Negotiation: Being Skillful While Avoiding the Manipulation of Others • Participants will discuss the art of negotiation and why more employers regard strong negotiation skills as an important component of an employee’s communications tool kit • Discussions will focus on understanding manipulation techniques — put-downs, bulldozing and spurious logic — often used in negotiations and how to resist and counter them
Problem Solving: The Stages and Techniques of Problem Solving • Participants will learn why employers and organizational colleagues value problem solvers • The participants will discuss the specific stages of problem solving and learn how problem solving techniques can be employed to resolve conflicts and disagreements
HEALTH BREAK
Decision-Making: Taking Decisions That Matter • Participants will learn how to improve and further refine their decision-making skills • Participant conversations will focus on the importance of decision-making and the meaningful role for decision-makers in today’s fast moving and evolving organizations
Case Study Exercise
Wrap-up and Workshop Evaluation • Participants will have an opportunity to ask final questions and discuss remaining issues and/or concerns • The participants will be asked to complete a short evaluation of the workshop

A relaxed space where everybody felt free to talk.

Research Scientist, Health Canada

Workshop

Writing

La rédaction en langage clair et simple au gouvernement fédéral

In-House

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

Pourquoi y assister?

Trop souvent la communication se heurte à une barrière commune ; l’incompréhension. Des documents rédigés dans une langue de bois, une langue complexe, technique ou trop recherchée engendrent inévitablement des pertes de temps, peuvent entraîner des coûts supplémentaires. Ils peuvent aussi provoquer des erreurs. Par contre, des documents rédigés clairement et simplement vous assureront d’être bien compris parce qu’ils vont droit au but et c’est là l’objectif de cet atelier interactif. Le partage de ces techniques nous rappelant les fondements de la communication seront d’une grande utilité que ce soit au sein de votre vie professionnelle ou dans votre vie privée.

Ce que vous apprendrez

L’atelier vous aidera à rédiger des documents faciles à lire et à comprendre en appliquant des techniques visant à en améliorer la lisibilité ;

Comment développer un style de rédaction efficace ;
Comment en arriver à utiliser un vocabulaire et d’expressions appropriés au sein de phrases courtes ;
Comment organiser vos idées de façon logique ;
Comment présenter des textes de sorte à en améliorer la lisibilité.

Ce que vous conserverez

Un manuel comprenant des exercices
Des exercices et des informations complémentaires

Compétences du gouvernement fédéral

Réflexion approfondie: Innovation grâce à l’analyse et aux idées

Programme

Activity
Présentations et survol de l’atelier
Les sept « C » des communications gouvernementales écrites – Les principes de base du langage clair et simple Les communications doivent être claires, concises, concrètes, correctes, cohérentes, complètes et courtoises. Les principaux produits de communication écrite au gouvernement. L’importance d’une bonne rédaction. Le langage clair et simple au sein du gouvernement fédéral : principes importants et conseils. Liste de vérification pour une rédaction claire et simple. Exercices éclairs, y compris une plénière sur les principaux défis liés à la rédaction de documents.
PAUSE
L’organisation du processus rédactionnel pour une rédaction claire et concise Les cinq étapes du processus de rédaction. L’art d’être stratégique dans nos communications. L’importance de la recherche et de l’analyse pour une rédaction gouvernementale efficace. L’approche journalistique – faire ressortir et répondre aux 5 W. L’ébauche, la mise en forme, l’organisation, la révision et la lecture d’épreuve. L’utilisation et l’organisation des paragraphes. L’importance de bien connaître son public.
La rédaction claire et concise La lisibilité d’un document. Rédiger pour le lecteur. L’art d’être concis. La rédaction de résumés – principes, conseils et exemples. La liste de vérification pour la rédaction en langage clair et simple. La liste de vérification pour la révision. Exercice pratique en plénière : Élaborer une liste de vérification pour la rédaction pertinente à la Direction générale.
PAUSE
Exercice pratique en petits groupes : Rédiger en langage clair et simple En petits groupes, les participants examinent un texte pertinent à leur Direction générale, puis le réécrivent en fonction des principes du langage clair et simple. Les groupes présentent leur texte qui fera l’objet d’une rétroaction dirigée par le formateur.
DÉJEUNER
Survol des enseignements tirés
La rédaction à l’intention des cadres supérieurs et des principaux intervenants de la Direction générale Rédiger pour les cadres supérieurs. Quels sont leurs besoins ? Comment le déterminons-nous ? Obtenir les réponses à ces importantes questions. Que devons-nous savoir pour fournir des conseils écrits efficaces ? Les différents formats et structures de rédaction de documents destinés aux cadres supérieurs et aux principaux intervenants. Les choses à faire et les écueils à éviter lorsqu’on rédige pour les cadres supérieurs. La rédaction de documents efficaces – notes de breffage, présentations PowerPoint, dossiers de présentation et autres documents – pour les cadres supérieurs. Les principales questions à poser et les réponses à obtenir. Les listes de vérification utiles.
Exercice pratique en petits groupes : Rédiger un résumé Les participants examinent un texte pertinent à leur Direction générale, dégagent les idées principales du texte et rédigent un résumé à insérer dans un courriel à l’intention d’un cadre supérieur.
PAUSE
Exercice pratique en groupe : Les groupes présentent leur résumé qui fera l’objet d’une rétroaction dirigée par le formateur
La rédaction de courriels efficaces Les principaux éléments de courriels efficaces. Les questions à se poser et à répondre. Se concentrer sur les publics. L’importance de l’objet et des deux premières phrases.
PAUSE
La rédaction de produits divers : Info-capsules, points d’allocution et discours Comprendre les médias d’aujourd’hui. Le contexte, l’importance, la structure et les principales caractéristiques des documents énumérés ci-dessus. Les particularités d’un message efficace. Les principes de rédaction importants à se rappeler. Comprendre les besoins et les priorités des cadres supérieurs et des publics. Faire usage des analyses de publics cibles, de l’environnement et des enjeux.
Exercice pratique en petits groupes : Rédiger des info-capsules et des notes pour la période des questions Les participants forment des petits groupes et rédigent des info-capsules sur un enjeu pertinent à leur Direction générale. Les groupes présentent leurs textes qui font l’objet d’une rétroaction dirigée par le formateur.
Mot de la fin de l’atelier, questions et réponses, outils à emporter et évaluation

The tools that were presented will be very helpful in my work and personal environments. Great facility. I will come back for other training.

Program Manager, Office of the Secretary to the Governor General

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.

I had a really good experience. I heard good things about your training before, and I wasn’t disappointed.

Manager, Transport 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.

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

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.

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