Reputation built over years is re-assessed publicly within hours when brand-aligned corporate messaging is mishandled. The first version of a story about the communications and media practice capability tends to become the reference version. Participants gain a clear basis for measuring what this area of communications and media practice has actually achieved. Applied research in communications and media practice consistently shows that early structure around brand-aligned corporate messaging reduces downstream rework. The material serves both public bodies and commercial organisations dealing with the wider communications and media practice agenda. The course gives participants a defensible structure for this strand of communications and media practice and the judgement to adapt it. Discussion is anchored to worked examples of brand-aligned corporate messaging rather than to abstract argument. Moving the communications and media practice discipline from written policy into daily practice is not achieved by a single decision. Participants finish with a short, specific brief on the practice within communications and media practice ready to put in front of a decision maker.
Expected Learning Outcomes
✓
Monitor sentiment and coverage relating to brand-aligned corporate messaging in useful time.
✓
Prepare spokespeople to handle hostile questioning on brand-aligned corporate messaging.
✓
Prepare the apology or acknowledgement for brand-aligned corporate messaging that is credible.
✓
Sequence internal and external communication about brand-aligned corporate messaging correctly.
✓
Align brand-aligned corporate messaging with the wider objectives of the communications function rather than optimising it in isolation.
✓
Establish escalation routes for brand-aligned corporate messaging that work outside normal hours.
✓
Handle the trade-offs in brand-aligned corporate messaging between speed, cost and assurance explicitly rather than implicitly.
Who Should Attend
✓
Those responsible for briefing external stakeholders on brand-aligned corporate messaging.
✓
Internal communications staff explaining brand-aligned corporate messaging to employees.
✓
Government relations and public affairs officers covering brand-aligned corporate messaging.
✓
Staff seconded into improvement work on brand-aligned corporate messaging.
✓
Spokespeople and executives who speak publicly about brand-aligned corporate messaging.
✓
Community relations staff engaging stakeholders about brand-aligned corporate messaging.
Course Modules
Open any module to see its sessions and topics.
01
Brand-aligned corporate messaging: message architecture and discipline
2 sessions · 8 points
Session 1Writing on brand-aligned corporate messaging so a journalist can publish it
Remove steps in brand-aligned corporate messaging that add effort without adding assurance.
Prepare the holding statement for brand-aligned corporate messaging in advance.
Configure monitoring that flags coverage of brand-aligned corporate messaging within the hour.
Establish what evidence demonstrates brand-aligned corporate messaging is under control.
Session 2Correcting a false story about brand-aligned corporate messaging without amplifying it
Debrief after each significant episode involving brand-aligned corporate messaging.
Prepare the acknowledgement for brand-aligned corporate messaging that does not evade responsibility.
Build the competence framework that supports brand-aligned corporate messaging.
Close out actions on brand-aligned corporate messaging rather than leaving them open indefinitely.
02
Brand-aligned corporate messaging: crisis preparation, roles and authority
2 sessions · 8 points
Session 1Telling staff about brand-aligned corporate messaging before the press does
Record what was learned when brand-aligned corporate messaging did not go as planned.
Decide in advance when to correct misinformation about brand-aligned corporate messaging and when not to.
Identify the journalists who actually cover brand-aligned corporate messaging and what they need.
Review whether coverage of brand-aligned corporate messaging changed anything that matters.
Session 2Who answers for brand-aligned corporate messaging, and to whom
Sequence internal notification about brand-aligned corporate messaging ahead of external release.
Test the procedure for brand-aligned corporate messaging against a realistic scenario.
Name the crisis roles for brand-aligned corporate messaging and confirm authority to speak.
Check that records of brand-aligned corporate messaging answer the questions likely to be asked.
03
Brand-aligned corporate messaging: materials a journalist can actually use
2 sessions · 8 points
Session 1Who decides what during a crisis involving brand-aligned corporate messaging
Check communication on brand-aligned corporate messaging against legal and regulatory constraint.
Anticipate the objections brand-aligned corporate messaging will raise and prepare the answers.
Agree what will be standardised in brand-aligned corporate messaging and what will not.
Archive every statement issued on brand-aligned corporate messaging with date and approver.
Session 2Measuring communication on brand-aligned corporate messaging beyond clippings
Localise messaging on brand-aligned corporate messaging without fragmenting it.
Write the three key messages on brand-aligned corporate messaging and test them against hard questions.
Plan the sequence in which improvements to brand-aligned corporate messaging will be introduced.
Set out how exceptions to brand-aligned corporate messaging are requested and approved.
04
Brand-aligned corporate messaging: internal audiences and sequencing
2 sessions · 8 points
Session 1Building lasting competence in brand-aligned corporate messaging
Build a stakeholder map for brand-aligned corporate messaging and the message each needs.
Agree the smallest change to brand-aligned corporate messaging that would be visibly useful.
Review whether brand-aligned corporate messaging is aligned with the objectives of the communications function.
Compare the cost of brand-aligned corporate messaging with the cost of its absence.
Session 2The hard cases in brand-aligned corporate messaging and how to reason about them
Plan the recovery sequence after a reputational event involving brand-aligned corporate messaging.
Benchmark the organisation's brand-aligned corporate messaging against comparable operations.
Define the trigger that would require brand-aligned corporate messaging to be redesigned.
Set the response time target for enquiries about brand-aligned corporate messaging.
Choose the package that suits you
Silver Package
At least 3 people
USD1,250
Workshop or Program Participation
Airport Transfers
Customized Badge
Expert Mentorship (Private Sessions)
Supervision & Secretarial Services
Accredited Certificate of Participation
Complete Training Kit
Coffee Break
Closing Ceremony
Gold Package
At least 3 people
USD1,850
5-night stay in a 5-star hotel
Workshop or Program Participation
Airport Transfers
Customized Badge
Expert Mentorship (Private Sessions)
Supervision & Secretarial Services
Accredited Certificate of Participation
Complete Training Kit
Coffee Break
Closing Ceremony
Complete your registration
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