All campaigning is communicating for change; yet, in many campaign timelines, planning a communications strategy often comes after the development of a campaign strategy, and is the responsibility of the Communications Team alone.

This training is designed to help mid-level and senior communications professionals :

• Win their rightful place at the strategy table, with specific contributions to - and demands from! – the initial strategy development process;
• Introduce techniques to involve colleagues from across the organisation in designing a communications strategy that helps deliver towards individual and organizational objectives as well as the mission; and
• Demonstrate leadership in Meaningful Measurement, reporting on communications impact in terms of both outputs and outcomes.

Topics covered

Designing an integrated communications advocacy strategy:

• Aligning objectives across the organisation
• Setting data points for communications in the campaign timeline
• Profiling stakeholders and audiences

Building a Messaging Framework – practical exercises to take the guesswork out of:

• Identifying the right tone of voice for different stakeholders
• Parsing campaign language to design key messages
• Translating rhetoric to credible soundbytes

Meaningful Measurement – How to prove the impact of your advocacy communications:

• Analysing communications reports – are your reports telling you what you need to know?
• Moving beyond metrics for evaluating communications campaigns against outcomes
• Creating layered reports for a variety of audiences, internal and external

Agenda