Course details

Overview ?

Introductions

This course covers employee communications from strategy to execution.
You will learn best practice in building internal communication strategies that raise motivation, productivity and collaboration.
You will build a toolkit of techniques for internal campaigns as well as everyday employee engagement, including online innovations.

Who should attend

This course is recommended for managers, executives, communication and PR professionals required to design, manage or evaluate internal communications strategies, campaigns or activities.

This course covers the following modules:

Principles of internal communication
Internal communication strategy and planning
Internal communication platforms and channels
Internal communication campaigns and programms

About this course

This course comprises eight modules each covering a set of key concepts and skills,
best practice and key concepts are covered, followed by stimulating learning activities like workshops, discussions, case studies.

After this course you will be able to:

Define and articulate the strategic principles and rational for internal communications
Create an internal communication strategy for your organisation
Design organisational systems and a practical action plan for internal communication
Deploy internal communication across all of the key channels and platforms using a toolbox of techniques
Create, manage and roll out internal communication campaigns and programmes
Promote employee engagement and management visibility

Course Outline

Communication Skills:

Understanding how communications work
Gaining active listening and responding skills
Seeing things from other points of view
Managing your assumption more effectively
Understanding your own strengths
How others may see you
Looking at body language
Increasing confidence
Difficult people or situations
Filling up your communications tool kit

Principles of internal communication:

Strategic role of internal communications
Principles of change management
Rationale for investing in internal communications
Business benefits
Mechanisms through which internal communication adds value: motivation, productivity and knowledge sharing
Management visibility
Recruitment and retention

Internal communication strategy and planning:

Defining your organisation’s value set
Aligning internal communications with business goals
Organisational models for internal communications
Defining goals and objectives for internal communications
Internal communications research tools (e.g. employee focus groups and internal surveys.)
Evaluating internal communications

Internal communication platforms and channels:

Internal communications systems and processes
Internal projects and campaigns
Newsletters, posters, environmental branding, brand collateral
Online internal communications: intranets, internal blogs
Face to face: team meetings, staff events etc.

Internal communication campaigns and programmes:

Creating and rolling out internal brands
Managing internal values campaigns
Multimedia internal campaigns including web video
Recognition and reward programmes
Employee performance showcasing
Alignment of internal communications with corporate responsibility
Community engagement and volunteering programmes

Internal communication:

Core principles and defining concepts that underlie practical and strategic internal communications
How to create an internal communication strategy complete with organisational systems and a practical action plan
Internal communication platforms and channels: a toolbox of practical internal communication techniques and channels
Internal communication campaigns and programmes: a how-to guide to launching internal communication programmes, based on case studies of award-winning campaigns from around the world

Advanced communication strategy:

Evidence-based communication strategy: how to measure and prove the value of communication
Advanced strategy tools and concepts: specialised techniques for developing complex PR strategies
Justifying strategy: securing management support: how to get support from the top for ambitious PR strategies
Rolling out and managing a communication strategy: the systematic process of creating and deploying a PR strategy

Advanced communications and PR management:

Designing a CSR strategy: the principles and rational for CSR and approaches that you can use to develop an effective strategy for your own organisation
Building CSR programmes and campaigns: practical approaches to designing and planning CSR activity

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Day 5