Most organisations have a strategy on paper but struggle to make it real in the minds and actions of people who matter: employees, customers, regulators, investors, and partners. This 2.5-hour course shows you how to create a clean “line of sight” from strategic objectives to audiences, messages, channels, governance, and measurement.
You will learn how to build a message hierarchy with proof points that can withstand scrutiny, and how to stop channel noise by defining clear roles for each channel. We will cover the governance and decision rights that keep communications aligned under pressure, including issues and crisis moments. The session is practical and workshop-based, so you will leave with an Alignment Map and a 90-day plan you can implement immediately.
Format:
Live online workshop will be delivered by trainer, Teri Kelly on:
- Thursday, 23 April: 10:30-13:00
Afterwards, participants will have access to a dedicated workshop resource webpage including video recordings, notes and relevant materials.
Topics covered will include:
- Strategy fundamentals for communicators
- Strategy “line of sight”: objectives → audiences → messages → channels → measures
- Narrative architecture and message hierarchy (including proof points and “so what” by audience)
- Governance and operating model including decision rights, approvals, escalation thresholds, quality control
- Outputs vs outcomes vs business signals, with practical KPIs
- Applying alignment under pressure including issue communications and reputation risk moments
Learning Outcomes:
Participants will be able to:
- Translate corporate strategy into a communications architecture with clear priorities, audiences, and measures.
- Build a message hierarchy and proof-point system that strengthens credibility and reduces “claim–reality” gaps.
- Design channel roles and cadence rules that reduce overload and increase consistency across touchpoints.
- Put lightweight governance in place to maintain alignment, speed decision-making, and manage risk.
- Define outcome-led measures that demonstrate communications contribution to strategic goals.
Trainer
