Plan the recovery arc after a reputational event involving public speech messaging.
Designing Strategies for Formulating Key Messages for Public Speeches
A senior-level treatment of public speech messaging, focused on what changes outcomes.
📍 Cairo🗓️ 5 training days📚 4 modules🎓 Accredited certificate
5intensive training days
4scientific modules
8training sessions
32detailed points
Course Overview
The first version of a story about public speech messaging tends to become the reference version. Journalists covering this area of communications and media practice are working to a deadline you do not control. Work is grounded in real cases drawn from this strand of communications and media practice, which each participant adapts to conditions in their own organisation. Comparative studies of public speech messaging across sectors find the same handful of failure points recurring. The programme is built to be used, and every section of this aspect of communications and media practice it covers ends in something applicable. They leave able to brief senior management on this area of communications and media practice in terms that support a decision. The programme suits teams tackling public speech messaging together as readily as individuals attending alone. A common pattern is strong design of the communications and media practice discipline paired with weak follow-through. The programme closes with an action plan for this aspect of communications and media practice that each participant writes for their own organisation.
Expected Learning Outcomes
Present the case for investment in public speech messaging in terms that a finance function will accept.
Define the key messages for public speech messaging and hold to them under pressure.
Adapt recognised practice on public speech messaging to local constraints without hollowing it out.
Monitor sentiment and coverage relating to public speech messaging in useful time.
Design the crisis response plan for public speech messaging with named roles and pre-agreed authority.
Select indicators that show whether public speech messaging is improving, and reject those that only look useful.
Who Should Attend
Planning staff whose forecasts and budgets are affected by public speech messaging.
Journalists and editors working on stories involving public speech messaging.
Internal communications staff explaining public speech messaging to employees.
Content producers creating material about public speech messaging.
Agency and consultancy advisers supporting clients on public speech messaging.
Anyone whose accountability for public speech messaging exceeds their current formal training in it.
Course Modules
Public speech messaging: materials a journalist can actually use
2 sessions · 8 pointsSession 1Building lasting competence in public speech messaging
- Build the internal briefing that explains public speech messaging to those affected.
- Identify the journalists who actually cover public speech messaging and what they need.
- Draft materials on public speech messaging that need no rewriting to be published.
- Decide in advance when to correct misinformation about public speech messaging and when not to.
Session 2Where public speech messaging typically breaks, and why
- Agree the indicators that will show whether public speech messaging is improving.
- Localise messaging on public speech messaging without fragmenting it.
- Set the review interval for public speech messaging and who attends.
- Write the three key messages on public speech messaging and test them against hard questions.
Public speech messaging: spokesperson skill under hostile questioning
2 sessions · 8 pointsSession 1Apologising for public speech messaging credibly
- Set out how exceptions to public speech messaging are requested and approved.
- Draft the minimum viable communications plan for public speech messaging.
- Identify the data already collected that bears on public speech messaging.
- Set the response time target for enquiries about public speech messaging.
Session 2The cost of public speech messaging and how to present it
- Debrief after each significant episode involving public speech messaging.
- Establish who is informed, consulted and accountable in public speech messaging.
- Sequence internal notification about public speech messaging ahead of external release.
- Review whether public speech messaging is aligned with the objectives of the communications function.
Public speech messaging: crisis preparation, roles and authority
2 sessions · 8 pointsSession 1Telling staff about public speech messaging before the press does
- Check communication on public speech messaging against legal and regulatory constraint.
- Plan the recovery sequence after a reputational event involving public speech messaging.
- Rehearse the hostile interview on public speech messaging with a real challenger.
- Build the competence framework that supports public speech messaging.
Session 2Building media relationships on public speech messaging before you need them
- Confirm that those complying with public speech messaging understand why it exists.
- Close out actions on public speech messaging rather than leaving them open indefinitely.
- Build a stakeholder map for public speech messaging and the message each needs.
- Review whether coverage of public speech messaging changed anything that matters.
Public speech messaging: misinformation, correction and restraint
2 sessions · 8 pointsSession 1Coordinating public speech messaging across markets and languages
- Record the rationale for each significant choice made about public speech messaging.
- Define what success in communicating public speech messaging looks like, numerically.
- Agree who signs off statements on public speech messaging outside working hours.
- Identify single points of dependency in public speech messaging and reduce them.
Session 2Who decides what during a crisis involving public speech messaging
- Confirm that contractual obligations around public speech messaging are understood.
- Name the crisis roles for public speech messaging and confirm authority to speak.
- Set escalation thresholds for public speech messaging that work out of hours.
- Check that public speech messaging still works when volumes rise unexpectedly.
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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