Why should you attend?
In a complex communications environment, communicators must not simply respond to pressures and events but respond coherently in ways that support and further their organization’s vision, values, mission, strategic outcomes, policies and programs. More and more communicators are required to be strategic, to take a wide view, to think holistically and long-term, and to focus on results achieved for resources expended. Understanding the process and techniques of strategic communications planning is an essential element in being an effective communicator and strategic advisor.
What will you learn?
- The elements and characteristics of strategic thinking
- Strategic communications essentials
- The steps of and technique for accomplishing the strategic communications planning process
- Taking advantage of analytical tools such as scenario building, trend analysis and strategic foresight within the strategic communications planning process
- How to manage conflict during the strategic communications planning process
- Incorporating results-based communications into a strategy
- Integrating the multiple elements into the strategic communications plan
- Using influence, persuasion and diplomacy to secure to secure final approval of your strategic communications plan
What will you take away?
- Notebook consisting of presentation slides
- Checklists, how-to procedures/reminders and templates
- Exercises and handouts
- Certificate of completion
Professional competencies
- Thinking Things Through: Innovating through analysis and ideas
- Excellence: Delivering results
Meet Your Instructor
Tim Weil
Tim Weil is a former Director General in the federal government with 30 years experience developing and managing a wide range of communications plans and activities. He began his career on Parliament Hill, where he developed a strong passion for… Read full bio
Sample Agenda
Day 1
| Activity |
|---|
| Introductions and Workshop Overview • Introductions, outline of the workshop agenda and participant learning expectations • Participants will engage in a warm-up discussion about critical concepts associated with strategic thinking |
| The Strategic Communications Process Demystified • Participants will discuss several organizational strategic communications planning templates and processes • Participants will discuss the origins of conflict within the planning process and how to manage and/or resolve it |
| BREAK |
| Vision, Values, Mission and Strategic Organizational Outcomes • Participants will review the importance of understanding and accounting for the organizational vision, values, mission and strategic outcomes within the strategic planning process |
| Building the Strategy: Drivers and Situational Analysis • Participants will discuss the first elements of the strategic planning process including; • Identifying the strategic drivers: • Crafting the situational analysis – developing the information base; researching and analyzing the environment; identifying critical communications issues; and defining challenges and opportunities; • Employing tools such as scenario building, trend analysis and strategic foresight analysis to enhance the strategic planning process; and • Learn how to move from the collection of data to assumptions and implications |
| Case Study Exercise: Developing the First Elements of the Strategy • Participants working in small groups will develop the first elements of a strategic communications plan, including the situational analysis, critical communications issues, challenges and opportunities • Participants will report back on their discussions through instructor-led feedback and discussion |
| LUNCH |
| Building the Strategy: The Logic Model and Performance Indicators • Participants will learn the basics of results-based communications planning and learn how to establish final, intermediate and immediate outcomes (long-, medium-, and short-term outcomes) for a communications strategy • Participants will also learn how to create cost-effective performance indicators |
| Building the Strategy: Stakeholders and Target Audiences • Participants will learn proven techniques to identify and segment key stakeholders and target audiences • Participants will also discuss the necessity of identifying and successfully managing supporters and detractors |
| BREAK |
| Building the Strategy: Strategic Priorities and Corresponding Strategic Approaches • Participants will learn how to create and assess the specific strategic priorities or designated strategies that will be required to achieve the expected outcomes established for a specific strategy • As part of this process, participants will learn how to identify and employ specific high-level strategic approaches to achieve designated strategic priorities |
| Case Study Exercise: Developing the Other Elements of the Strategy • Participants working in small groups will continue to develop the strategic plan, including the logic model and designated strategic priorities and approaches and will report back on their findings |
| Close and Evaluation of Day One Participants will use a “three-word” evaluation process to discuss the outcomes of Day One. |
Day 2
| Activity |
|---|
| Lessons Learned from Day One • Participants will identify and discuss the lessons learned from the previous day |
| Building the Strategy: Positioning, Messaging and Branding • Participants will learn how to develop a positioning statement and create easy to understand messages using a messaging system • Participants will discuss and learn about the concept of branding Mini-Exercise |
| BREAK |
| Building the Strategy: Distribution, Resources, Risk and Implementation • Participants will learn how to develop an outcomes-based action plan and the importance of developing communications actions and products that meet the needs of specific target audiences and stakeholders |
| Case Study Exercise: Developing Other Elements of the Strategy • Participants working in groups will develop additional elements of the strategic plan including a positioning statement, communications themes and messages for specific target audiences and will report back on their results |
| LUNCH |
| Building the Strategy: Manage the Strategic Communications Plan Review process and Evaluation • Participants will learn how to manage and assess the strategic plan process and outcomes • Participants will learn how develop monitoring and evaluation mechanisms designed to measure the results/outcomes identified in a communications strategy |
| BREAK |
| Navigating Organizational Politics and Securing Approval for Your Strategic Communications Plan • Participants will learn how to position their strategies to ensure fair treatment and secure approval • Participants will discuss influence, persuasion and diplomacy and how to build trust and enhance individual reputations as critical levers of success |
| Case Study Exercise • Participants will complete the case study: small groups will develop an action plan to implement the strategy and a performance measurement strategy and will report back on their results |
| Wrap-up and Workshop 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