Corporate Communication Strategy
Overview
Corporate communication protects reputation and helps an organisation achieve its goals. This course shows how to build a communication strategy: analysing audiences, setting objectives, developing key messages, choosing channels, planning campaigns and evaluating results.
Who should attend
Communication and public relations managers, media and marketing staff, and leaders responsible for corporate reputation.
Training methodology
Interactive presentations, practical exercises, case studies, group discussions, role-plays where relevant, and a personal action plan that participants apply in their own work.
Objectives
By the end of this course, participants will be able to:
- Link communication objectives to organisational strategy
- Analyse and prioritise stakeholders and audiences
- Develop clear key messages and narratives
- Select channels and plan integrated campaigns
- Evaluate communication outcomes and impact
Course outline
Day 1Communication and Strategy
- The role of corporate communication
- Reputation and its drivers
- Communication strategy models
- Communication audit
- Ethics in communication
- Audit of your communication
Day 2Audiences and Objectives
- Stakeholder mapping
- Audience insight
- Setting SMART communication objectives
- Behaviour change basics
- Public sector audiences
- Exercise: stakeholder map
Day 3Messages and Narrative
- Corporate narrative
- Key message house
- Writing for different audiences
- Storytelling
- Consistency across spokespeople
- Workshop: build a message house
Day 4Channels and Campaigns
- Owned, earned and paid channels
- Digital and social channels
- Media relations
- Events and face-to-face communication
- Campaign planning and calendars
- Exercise: plan a campaign
Day 5Evaluation
- Outputs, outcomes and impact
- Media and social monitoring
- Reputation research
- Reporting to leadership
- Building the communication team
- Communication strategy action plan
