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Course Overview
Professionals have a strategic role in leading communications with stakeholders both inside and outside their organisation. They ensure stakeholders understand their vision of the future and motivate and coordinate behaviours that drive transformation.
Gaining understanding and commitment to take an organisation or team in a new direction is never easy. Even experienced leaders can under-communicate, send inconsistent messages, or fail to explain clearly. This Managing & Leading Strategic Communication training course explores solutions to these communication challenges.
Participants will develop the following competencies:
- Clarity in explaining vision and change so messages are understood, believed, and acted upon
- Storytelling using metaphors and analogies to explain complex ideas with impact
- Crafting communication strategies that support and strengthen business objectives
- Engaging and empowering employees to foster shared purpose and high performance
Course Objectives
By the end of this course, participants will be able to:
- Improve stakeholder engagement and relationship-building skills
- Assess brand and reputation, ensuring consistency and value to stakeholders
- Develop shared understanding of organizational mission, vision, values, and business objectives
- Use communication activities to gain employees’ understanding and commitment to change
- Guide team members and PR professionals in developing communication strategies aligned with business objectives
Course Audience
Professionals and leaders who want to improve management of communications within their teams and address current communication challenges in their organisations.
Course Methodology
This course combines presentations with interactive exercises, supported by video materials, activities, and case studies. Participants are encouraged to reflect on and discuss their own professional issues and experiences.
Course Outline
Day 1: Leading Communications
- Relational Leadership: Influencing and inspiring through relationships
- Building Trust & Credibility: Integrity, likeability, and perceived expertise
- Guiding Stakeholder Communications: Interpreting strategic issues and providing guidance
- Inspiring, influencing, and persuading through storytelling
- Focus on the Triple Bottom Line: Economic, environmental, and social performance
Day 2: Communicating During Change
- Ethos and Desire: Communicating compelling visions to change corporate culture
- Walk the Walk, Talk the Talk: The leader’s role during change
- Commitment from Senior Managers: Creating a coalition of committed communicators
- Transparent Communications & Reputation Risk Management
Day 3: Focusing Communication Efforts
- Aligning communications strategy with business objectives
- Structuring communications to support a high-performance culture
- Delivering real benefits from communications: Engaged audiences, effective organization, improved productivity
- Managing resources efficiently: People, technology, and budgets
Day 4: Engaging Employees
- Engaging & empowering employees through effective communication
- Turning managers into effective communicators: Capabilities, competencies, and performance
- Engaging hard-to-reach employees: Call centres, remote offices, field staff, and sales teams
- Helping new employees settle in and feel part of the organisation
Day 5: Brand Management
- Corporate identity, image & reputation, vision, mission & values
- Building competitive advantage through branding
- Sharing the investment story: Investor relations and financial PR
- The leader’s communication role during crises
- Developing a personal action plan