Facilitating Change through
Effective Communications

INTRODUCTION

This GLOMACS training course on Facilitating Change through Effective Communications provides an opportunity for the communications practitioner to re-calibrate and define a different path towards achieving effective corporate communications in a world of rapid change. It forces a rethink of how to align purpose with outcome using the myriad channels available in this connected world.

Module 1, Mastering Corporate Communications  is designed to renew the practitioner’s tool kit and upgrade the range of skills needed to win the communications battle. The worlds of public relations, corporate communications and marketing have collided to create new and different operating norms with new rules and roles.  It is therefore imperative that practitioners in the communications space rethink their approach to public relations, corporate communications and marketing.

Module 2, Corporate communications redefined will help practitioners align communications strategy to organizational imperatives and move from focusing on tactics to developing and implementation communications strategy. It will take the practitioner along the journey from research and planning to programme implementation while recognizing the importance of corporate communications in delivering on corporate objectives.

The highlights of the 10-day training course are as follows:

• The new rules of marketing and communications
• The use of social media to reach specific target audiences
• How to create content that sticks?
• Aligning communications and organizational goals 
• Identifying and strengthening internal gaps
• Measurement and evaluation
• Designing the next iteration

MODULES

This training course is split into two modules:

MODULE I - Mastering Corporate Communications

MODULE II - Corporate Communications Redefined

Each module is structured and can be taken as a stand-alone training course; however, delegates will maximise their benefits by taking Module 1 and 2 back-to-back as a 2-week training course.

Objectives

The objectives of this training course are:

• To provide participants with the tools to align audiences with media and messages
• To help participants seamlessly merge traditional and new media strategies and tactics
• To sharpen the focus on strategic communications as a corporate enabler
• To help participants tweak their “big picture” strategies.
• To help participants re-position their future strategy and implementation

Training Methodology

It is widely accepted that adult learners move from being subject centred to being problem centred.  As a result, the methodologies to be utilized in this intervention will include:  lecturettes; case studies via written submissions, podcasts or video; role plays; journaling and reflective reports. 

Activities will also be biased towards experimentation and analyses of live cases and therefore rely heavily on activity based group work. A key component of this learning experience will be the sharing of experiences to highlight the collective knowledge of the room.

Organisational Impact

• Practitioners who can maximize communication spend using convergence as the methodology
• Practitioners who can drive communication targeting strategies
• Richer access to social media and traditional content
• Strengthened internal and external alignment between strategy and communications
• Improved ability to micro target your communications
• Achieve a greater understanding of measurable outcomes
• Improved decision making
• Expanded network of communication professionals with whom the company may associate

Personal Impact

• Greater understanding of the use of convergence as new communication strategy
• Improved ability to target specific audiences and assess outcomes
• Greater understanding of how to improve social media presence
• Improved level of confidence to “break-in” to Media outlets
• Greater understanding of how to align strategic communications to corporate objectives
• Greater comfort with measurement and evaluation as a corporate tool
• Improved understanding of how to target specific audiences and assess outcomes
• Improved ability to take advantage of cross functional communications objectives

WHO SHOULD ATTEND?

This GLOMACS training course is suitable to a wide range of professionals in communication and marketing but will greatly benefit: 

• Public relations / Public affairs / Marketing officers and/or managers
• Corporate communications practitioners and/or managers and/or team leads
• Communications champions / activators