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STRATEGIC COMMUNICATIONS PLANNING: CRITICAL STEPS AND TECHNIQUES (A005)

Atlantic Workshops > Strategic Communications Planning

WHY SHOULD YOU ATTEND?

In a complex communications environment, communicators cannot simply respond to pressures and events but must respond coherently in ways that support and further their organization's vision, mission, policies and programs. More and more, communicators are required to be strategic, to take a wide view, to think holistically and long-term, and to focus on results achieved for resources expended. Understanding the process and techniques of strategic communications planning is an essential element in being an effective communicator.

WHAT WILL YOU LEARN?

The elements and characteristics of strategic thinking
The strategic essentials required to build and implement a comprehensive communications strategy and/or plan
The steps required within the strategic communications planning process
Incorporating results-based communications into a strategic planning process
The essentials of positioning, messaging and branding
How to monitor and evaluate your communications efforts
Integrating the elements of the strategic communications plan

WHAT WILL YOU TAKE AWAY?

Workbook and checklists, how-to procedures/reminders and templates
Exercise handouts

Agenda
8:45 - 9:00	Participants' Introductions and Workshop Overview
9:00 - 10:15	Building the Strategy: Drivers: Situational Analysis; Results and Performance Indicators Identifying the Drivers; Drafting the Background Section of the Plan Situational Analysis — Developing the Information Base; Researching and Analyzing the Environment; Identifying Critical Issues; Defining Communications Challenges and Opportunities. Determining Communications Results and Performance Indicators.
10:15 - 10:30	Break
10:30 - 11:30	Building the Strategy: Strategic Approach; Target Audiences The Strategic Approach; Assessing and Choosing Among Alternative Approaches Segmenting and Confirming Stakeholders and Target Audiences
11:30 - 12:15	Case Study Participants working in groups will develop other elements of a strategic plan, building upon the work from the morning session and will report back on their results.
12:15 - 13:15	Lunch
13:15 - 14:15	Building the Strategy: Positioning, Messaging and Branding Developing a positioning statement, creating and controlling messages, and branding
14:15 - 14:30	Break
14:30 - 15:00	Building the Strategy: Distribution; Resources; Risk; Implementation Developing a results-based action plan and the importance of developing communications actions and products that meet the needs of specific stakeholders and target audiences. Managing the relationship between resources and strategy formulation and implementation.
15:00 - 15:45	Building the Strategy: Monitoring and Evaluation Developing monitoring and evaluation mechanisms designed to measure the expected results identified in a strategy and action plan
15:45 - 16:30	Case Study Participants using the case study begun in the morning session, will recommend strategic approach options, a positioning statement and several high-level communications themes and core messages
16:30 - 16:45	Wrap-up and Workshop Evaluation