Strategic Communication for Organisations

Course overview

Many organisations communicate a great deal but strategically very little: departments issue messages independently, channels compete, and stakeholders receive mixed signals. Strategic communication brings all of this together behind clear goals and a consistent story. This strategic communication course equips communicators to build and run an integrated communication strategy for their organisation.

The first week develops the strategy: diagnosing the communication environment, setting objectives linked to organisational goals, stakeholder analysis and segmentation, corporate positioning and narrative, and choosing an integrated channel mix. The second week puts it to work: internal communication systems, external communication and media relations, digital strategy, storytelling, leadership communication, ethics, crisis preparedness, and monitoring and evaluation. Participants build a complete integrated communication strategy for a case organisation or their own institution and present it for peer review.

Participants leave with a full integrated communication strategy and the practical skills to coordinate communication across every department of their organisation.

What you will be able to do

• Diagnose an organisation's communication environment
• Set communication objectives linked to organisational goals
• Analyse and segment stakeholders
• Develop corporate positioning and a core narrative
• Design an integrated channel strategy
• Coordinate internal and external communication
• Prepare communication for crises
• Monitor and evaluate communication outcomes

Who should attend

For communication, PR and corporate affairs professionals who plan or coordinate communication across an organisation.

• Communication managers
• PR officers
• Corporate affairs officers
• Internal communication officers
• Marketing communication staff
• Strategy and planning officers
• NGO communication leads

Course outline

Week 1

Week 2

Fees are per participant in US dollars and cover tuition, course materials and your certificate. Travel and accommodation are not included.