Instructor
Josef Jurkovic
Josef Jurkovic is a CEC director and founding partner. He has over 35 years of public and private sector experience across diverse areas of internal and external communications, public consultations, branding and marketing.
When, Where How much?
When: May 31, 2012
Where: Delta Regina Hotel
1919 Saskatchewan Drive,
Regina, SK
S4P 4H2
www.deltahotels.com
1-888-781-7188
How much: $675 (+tax)
STRATEGIC COMMUNICATIONS PLANNING: CRITICAL STEPS AND TECHNIQUES (SK002)
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
|
| 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
|
| 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 |