STRATEGIC COMMUNICATIONS PLANNING: Critical Steps
and Techniques (G026)

Workshops > Complete List > Strategic Communications Planning

WHY SHOULD YOU ATTEND?

In a complex communications environment, communicators must not simply respond to pressures and events but respond coherently in ways that support and further their organization's mission, goals, 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
Strategic communications essentials
The steps of and technique for accomplishing the strategic communications planning process
Incorporating results-based communications into a strategy
Integrating the elements of the strategic communications plan
A practical approach to crisis communications planning

WHAT WILL YOU TAKE AWAY?

Workbook with checklists, how-to procedures/reminders and templates
Exercise hand-outs

Agenda Day 1
8:45 - 8:50 AM	Introductions
8:50 - 10:00 AM	Strategic Communications, Being Strategic - Thinking Strategically - Being Strategic - Strategic and Other Types of Planning - Strategic Communications - Can You Plan Communications? The Planning Process and Technique - Drafting the Plan
10:00 - 10:15 AM	Break
10:15 - 11:45 AM	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; Indentifying Citical Issues; Defining Communications Challenges and Opportunities -Determining Communications, Results and Performance Indicators
11:45 AM - 12:30 PM	Case Study Exercise: Developing the First Elements of the Strategy - Participants working in groups will develop the first elements of a strategic plan based upon a scenario distributed to them and will report back on their results; instructor-lead feedback and discussion.
12:30 - 1:30 PM	Lunch
1:30 - 3:00 PM	Building the Strategy - Strategic Approach; Target Audiences - The Strategic Approach - Assessing and Choosing Among Alternatives - Segmenting and Confirming Target Audiences
3:00 - 3:15 PM	Break
3:15 - 4:15 PM	Case Study Exercise: Developing OtherElements of the Strategy - 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.
4:15 - 4:30 PM	Feedback and Discussion

Agenda Day 2
8:450- 10:15 AM	Building the Strategy: Positioning, Messaging and Branding; Distribution; Resources; Risk; Implementation - Positioning, Messaging and Branding - Differences and Linkages - Developing the Distribution Approach - Assesssing Resource Needs - Analyzing and Weighing the Risk - Implementation Issues and the Action Plan
10:15 - 10:30 AM	Break
10:30 - 11:15 AM	Building the Strategy: Monitoring and Evaluating a Strategy - Overview of Approaches - Role and Definition of Monitoring and Evaluation - Approaches and Techniques - Primary and Secondary, Quantitative and Qualitative
11:15 - 12:00 PM	Case Study Exercise
12:00 - 1:15 PM	Lunch
1:15 - 2:45 PM	Building the Strategy: Crisis Communications Planning: A Practical Approach - What Constitutes a Crisis? How Does it Relate to Strategic Communications Planning? - Crisis Triggers and Audits; Dealing with a Crisis from the Communications Perspective - Dealing with the Media; Creating a Message Action Plan; Managing an Internet Crisis.
2:45 - 3:00 PM	Break
3:00 - 4:00 PM	Case Study Exercise: Crisis Communications Strategy and Action Plan - Participants working in groups will develop a crisis communications strategy and action plan based upon a scenario distributed to them and will report back on their results. - Instructor-lead feedback and discussion of groups' results.
4:00 - 4:15 PM	Wrap-up and Workshop Evaluation

Instructor

David Kardish

David Kardish, APR, is a founding partner and current President of the Centre for Excellence in Communications.

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Stephen Goban

A CEC director, and principal of SBG & Associates, Mr. Goban has undertaken marketing and strategic communications for companies, associations and government departments.

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When, Where How much?

November 9-10 , 2010 -
Accepting Registrations

Suite 205, 223 Colonnade Road
South, Ottawa

$ 1350 (+ tax)

Register for a workshop

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By mail

The Centre for Excellence in Communications
Suite 214,
223 Colonnade Rd South
Ottawa, Ontario,
K2E 7K3

By email

registration@comcec.com

By telephone

(613) 233 2175

By fax

(613) 233 7617

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Testimonials

"A great balance between theory and practical exercises"

"I have a new understanding and appreciation for the complexity of this topic"

"The instructors did not just read the slides/materials, they spoke about the content with hands on examples"

STRATEGIC COMMUNICATIONS PLANNING: Critical Steps and Techniques (G026)