Facilitating Change through
Effective Communications

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

The seminar 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 two-week training course.

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

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.

• 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

• 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

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

Module I: Mastering Corporate Communications

DAY 1

The New Rules of Marketing and Communications 

• The Digital Revolution and Today’s Media Environment
• The Revolution in Consumer Behavior
• The Psychology of Persuasion
• Public Relations, Communications and Marketing Trends
• Key Skills for Communicators and Marketers
• A Problem-solving Approach to Communications

DAY 2

Stakeholders, Segmentation and Personas

• Stakeholder Analysis and Mapping
• Segmenting Your Audiences
• Creating Audience Personas
• Connecting with Stakeholders – multi-channel communications
• Personalisation
• Communications and Customer Journeys
  

DAY 3

Convergence of Social and Traditional Media

• Influencer Marketing
• Champions and Opinion Formers
• Thought Leadership and Blogging
• Search Engine Marketing
• Use Experience
• Integrated Media Relations

DAY 4

Creating Content that Works

• Creating a Message House
• Storytelling and Identity
• Corporate Identity, Tone and Style
• Content Calendars and Evergreen Content
• Videography and Viral Content
• Podcasting as Marketing

DAY 5

Evaluation, Analysis, Planning and Strategy 

• Output - Out-take and Outcomes - a systematic approach to evaluation
• The Planning Cycle
• Evidence-based Analysis
• The Placemat Approach to Strategy
• Planning and Corporate Strategy
• SMART Objectives and KPIs

Module II: Corporate Communications Redefined

DAY 6

Aligning Communications and Organizational Strategy 

• What’s our why?
• Issues, risks & crisis evaluation
• The competitive environment
• Integrating the communications spend
• Alignment of the communications strategy

DAY 7

Identifying and Strengthening Internal Gaps

• Rethinking the internal mandate
• Reducing the gaps
• Cross cutting implementation strategies
• The communications plan
• Taking stock of performance                                      

DAY 8

Implementation Strategy 

• Developing the master plan
• Matching scenarios to audiences
• Prototyping the solutions
• The socializing process
• Audience centred engagement strategies

DAY 9

Measurement and Evaluation 

• Identifying the needles to move
• Back of the envelope evaluation
• Deep dive evaluation
• Strategy driven by feedback
• Assessing the impact

DAY 10

Designing the Next Iteration 

• Developing the message strategy
• Identifying an adoption strategy
• Aligning with change makers
• Building in flexibility
• Key take aways

In Association With

Oxford Management Centre

A GLOMACS - Oxford Management Centre collaboration aimed at providing the best training services and benefits to our valued clients.

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All rights reserved. Any unauthorized copying, distribution, use, dissemination, downloading, storing (in any medium), transmission, reproduction or reliance in whole or any part of this course outline is prohibited and will constitute an infringement of copyright.

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Tel : +971 - 04 - 425 0700, Fax : +971 (04) 425 0701, Email : info@glomacs.com