Build relationships with media covering internal change communication before you need them.
Designing Internal Communication Strategies During Organisational Change
Move internal change communication from general awareness to a repeatable, reviewable practice.
📍 Tripoli🗓️ 5 training days📚 4 modules🎓 Accredited certificate
5intensive training days
4scientific modules
8training sessions
32detailed points
Course Overview
Internal audiences learn about internal change communication from the news unless you reach them first. Silence during a crisis involving the wider communications and media practice agenda is itself a statement. Participants finish able to explain the communications and media practice capability to a non-specialist audience without losing precision. What blocks progress on internal change communication is usually unclear ownership rather than unclear intent. It suits anyone whose decisions touch this part of communications and media practice, in large organisations and small ones alike. The teaching approach is deliberately practical: participants build a communications plan for this aspect of communications and media practice as they go. Where internal change communication is measured, it improves; where it is only discussed, it drifts. The programme converts the wider communications and media practice agenda from an area of general awareness into a set of repeatable practices. It closes by agreeing the smallest change to this strand of communications and media practice that would make a visible difference.
Expected Learning Outcomes
Document decisions about internal change communication in a form that remains useful after the people change.
Compare the organisation's handling of internal change communication with recognised practice, and close the material gaps.
Design the crisis response plan for internal change communication with named roles and pre-agreed authority.
Identify the failure points in internal change communication most likely to cause loss, and control them first.
Write materials on internal change communication that a journalist can use without rewriting.
Design the digital and social response protocol for internal change communication.
Who Should Attend
Government relations and public affairs officers covering internal change communication.
Crisis management team members with a role in internal change communication.
Specialists advising senior management on internal change communication.
Community relations staff engaging stakeholders about internal change communication.
Consultants and advisers supporting clients on internal change communication.
Agency and consultancy advisers supporting clients on internal change communication.
Course Modules
Internal change communication: spokesperson skill under hostile questioning
2 sessions · 8 pointsSession 1Making internal change communication work when resources are constrained
- Benchmark the organisation's internal change communication against comparable operations.
- Build the competence framework that supports internal change communication.
- Set the review interval for internal change communication and who attends.
- Name a single owner for each element of internal change communication.
Session 2Who decides what during a crisis involving internal change communication
- Prepare the holding statement for internal change communication in advance.
- Agree who signs off statements on internal change communication outside working hours.
- Review whether coverage of internal change communication changed anything that matters.
- Archive every statement issued on internal change communication with date and approver.
Internal change communication: internal audiences and sequencing
2 sessions · 8 pointsSession 1Monitoring internal change communication in time to act
- Prepare the summary of internal change communication that senior management will read.
- Draft materials on internal change communication that need no rewriting to be published.
- Set out the decisions in internal change communication that require sign-off and by whom.
- Confirm that those complying with internal change communication understand why it exists.
Session 2Telling staff about internal change communication before the press does
- Set the response time target for enquiries about internal change communication.
- Set escalation thresholds for internal change communication that work out of hours.
- Plan the sequence in which improvements to internal change communication will be introduced.
- Define acceptance criteria for internal change communication in advance.
Internal change communication: media relations and the working journalist
2 sessions · 8 pointsSession 1Correcting a false story about internal change communication without amplifying it
- Localise messaging on internal change communication without fragmenting it.
- Establish the boundary of internal change communication and record what sits outside it.
- Debrief after each significant episode involving internal change communication.
- Define what success in communicating internal change communication looks like, numerically.
Session 2Comparing internal change communication with recognised practice
- Identify where judgement in internal change communication is legitimate and where it is not.
- Write the three key messages on internal change communication and test them against hard questions.
- Plan the recovery sequence after a reputational event involving internal change communication.
- Identify the journalists who actually cover internal change communication and what they need.
Internal change communication: materials a journalist can actually use
2 sessions · 8 pointsSession 1Rebuilding trust after internal change communication
- Check communication on internal change communication against legal and regulatory constraint.
- Decide in advance when to correct misinformation about internal change communication and when not to.
- Name the crisis roles for internal change communication and confirm authority to speak.
- Arrange the handover of internal change communication so capability survives staff changes.
Session 2Who answers for internal change communication, and to whom
- Check that records of internal change communication answer the questions likely to be asked.
- Build a stakeholder map for internal change communication and the message each needs.
- Rank the weaknesses in internal change communication by consequence rather than by ease of fixing.
- Remove steps in internal change communication that add effort without adding assurance.
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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