Measure the effect of communication on communicating major change beyond volume of coverage.
Designing Communication Strategies Around Major Change Decisions
A working programme in communicating major change for managers who have to deliver with existing resources.
📍 Tunis🗓️ 5 training days📚 4 modules🎓 Accredited certificate
5intensive training days
4scientific modules
8training sessions
32detailed points
Course Overview
Journalists covering communicating major change are working to a deadline you do not control. Internal audiences learn about this area of communications and media practice from the news unless you reach them first. Each session closes with a decision the participant must justify about the wider communications and media practice agenda in their own setting. The programme converts communicating major change from an area of general awareness into a set of repeatable practices. A common pattern is strong design of the practice within communications and media practice paired with weak follow-through. It suits anyone whose decisions touch this part of communications and media practice, in large organisations and small ones alike. Post-incident reviews keep identifying weaknesses in communicating major change that were visible long before the incident. They acquire practical criteria for judging when the practice within communications and media practice is working and when it is only appearing to. The final module sets out how progress on this part of communications and media practice will be evidenced six months later.
Expected Learning Outcomes
Write materials on communicating major change that a journalist can use without rewriting.
Plan the handover of communicating major change so that capability is not lost when key staff move on.
Prepare the apology or acknowledgement for communicating major change that is credible.
Design the crisis response plan for communicating major change with named roles and pre-agreed authority.
Draw practical lessons from failures in communicating major change without assigning blame that suppresses reporting.
Recognise early indicators that communicating major change is drifting away from its intended design.
Who Should Attend
Experienced practitioners formalising an approach to communicating major change that has grown up informally.
Crisis management team members with a role in communicating major change.
Journalists and editors working on stories involving communicating major change.
Spokespeople and executives who speak publicly about communicating major change.
Business partners who must understand communicating major change well enough to challenge it.
Government relations and public affairs officers covering communicating major change.
Course Modules
Communicating major change: recovery and rebuilding credibility
2 sessions · 8 pointsSession 1The three messages on communicating major change you will not move from
- Archive every statement issued on communicating major change with date and approver.
- Map the handovers in communicating major change between functions and secure them.
- Compare the cost of communicating major change with the cost of its absence.
- Draft materials on communicating major change that need no rewriting to be published.
Session 2Who decides what during a crisis involving communicating major change
- Decide what will be stopped to create capacity for communicating major change.
- Define the trigger that would require communicating major change to be redesigned.
- Sequence internal notification about communicating major change ahead of external release.
- Set the response time target for enquiries about communicating major change.
Communicating major change: monitoring, sentiment and early warning
2 sessions · 8 pointsSession 1Making communicating major change work when resources are constrained
- Plan the sequence in which improvements to communicating major change will be introduced.
- Review whether communicating major change is aligned with the objectives of the communications function.
- Debrief after each significant episode involving communicating major change.
- Check communication on communicating major change against legal and regulatory constraint.
Session 2Writing on communicating major change so a journalist can publish it
- Identify the journalists who actually cover communicating major change and what they need.
- Set the review interval for communicating major change and who attends.
- Prepare the holding statement for communicating major change in advance.
- Decide in advance when to correct misinformation about communicating major change and when not to.
Communicating major change: internal audiences and sequencing
2 sessions · 8 pointsSession 1The paperwork for communicating major change that is actually needed
- Assign responsibility for keeping documentation of communicating major change current.
- Build a stakeholder map for communicating major change and the message each needs.
- Rehearse the hostile interview on communicating major change with a real challenger.
- Build the internal briefing that explains communicating major change to those affected.
Session 2Correcting a false story about communicating major change without amplifying it
- Plan the recovery sequence after a reputational event involving communicating major change.
- Localise messaging on communicating major change without fragmenting it.
- Reduce the variation in how communicating major change is carried out between teams.
- Close out actions on communicating major change rather than leaving them open indefinitely.
Communicating major change: materials a journalist can actually use
2 sessions · 8 pointsSession 1Closing out communicating major change and capturing what was learned
- Review whether coverage of communicating major change changed anything that matters.
- Establish who is informed, consulted and accountable in communicating major change.
- Identify where judgement in communicating major change is legitimate and where it is not.
- Write the three key messages on communicating major change and test them against hard questions.
Session 2Rebuilding trust after communicating major change
- Identify single points of dependency in communicating major change and reduce them.
- Agree what will be standardised in communicating major change and what will not.
- Configure monitoring that flags coverage of communicating major change within the hour.
- Record what was learned when communicating major change did not go as planned.
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
We will contact you within one business day to confirm.