Government Knowledge is proud to present a high-level three-day seminar for senior staff on the subject of Strategic Communications.
Strategic Communications are those forms of communication that serve the big, strategic issues facing an organisation so they can ensure that their organisation uses it to maximum effect, particularly around:
- developing and delivering their strategic aims
- building constructive relationships
- influencing opinion
- managing risk
The programme covers both theory and practice: that is, explaining the underlying concepts and giving worked-through examples of how they can be put into effect – both in case studies and also in workshop (group) or surgery (one to one) discussion of using strategic communications in situations from the participants’ own working lives.
The concepts presented in context are applicable across different settings and cultures, and are schematised into The Five Keys to Strategic Communication. For each of these we shall cover the underlying theory and science/research/evidence, distill this into a clear framework and a set of principles, and then show how these can be put into practice.
The five keys are:
- audiences
- engagement
- persuasion
- narrative
- advocacy
We shall also look at three other more practical strands:
- managing communication teams, including external agencies;
- planning communication activity, including setting priorities, managing resources, and integrating messages across different channels and audiences;
- evaluation including setting targets, benchmarking and assessing impact including ROI
- The approach is to work through a range of familiar situations, reflecting the kinds of ways in which communications can be used in diplomacy, politics and business, working through different approaches, and looking to identify the role of communications in resolving issues.
Training Consultant: James Humphreys
James Humphreys Director at Woodnewton Associates Director and Owner Woodnewton Associates July 2006 – Present Chair, IVCA August 2007 – August 2009 Head of Corporate Communications Prime Minister's Office January 1998 – April 2003 Specialties: Behaviour change, social marketing, public sector brands, public service reform