The first version of a story about donation attraction communication tends to become the reference version. Reputation built over years is re-assessed publicly within hours when the communications and media practice capability is mishandled. It is appropriate for those preparing to take on wider responsibility for the communications and media practice discipline. The most reliable predictor of sound donation attraction communication is whether anyone reviews it when nothing has gone wrong. The course covers this aspect of communications and media practice at the level of detail needed to act, and stops there. Participants take away a working set of documents supporting this part of communications and media practice, ready to be adapted internally. The difficulty is not agreeing that donation attraction communication matters — it is deciding what to stop doing to make room for it. The method assumes participants will be challenged on their handling of this area of communications and media practice and prepares them for it. The programme closes with an action plan for the communications and media practice discipline that each participant writes for their own organisation.
Expected Learning Outcomes
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Adapt recognised practice on donation attraction communication to local constraints without hollowing it out.
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Measure the effect of communication on donation attraction communication beyond volume of coverage.
✓
Monitor sentiment and coverage relating to donation attraction communication in useful time.
✓
Sequence internal and external communication about donation attraction communication correctly.
✓
Define the scope and boundaries of donation attraction communication so that responsibility for it is unambiguous.
✓
Communicate the purpose of donation attraction communication to those who have to comply with it.
✓
Correct misinformation about donation attraction communication without amplifying it.
Who Should Attend
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Content producers creating material about donation attraction communication.
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Public relations and communications managers responsible for donation attraction communication.
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Staff seconded into improvement work on donation attraction communication.
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Quality staff verifying that donation attraction communication performs as designed.
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Agency and consultancy advisers supporting clients on donation attraction communication.
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Community relations staff engaging stakeholders about donation attraction communication.
Course Modules
Open any module to see its sessions and topics.
01
Donation attraction communication: spokesperson skill under hostile questioning
2 sessions · 8 points
Session 1The three messages on donation attraction communication you will not move from
Agree who signs off statements on donation attraction communication outside working hours.
Decide what will be stopped to create capacity for donation attraction communication.
Build a stakeholder map for donation attraction communication and the message each needs.
Check that records of donation attraction communication answer the questions likely to be asked.
Session 2Closing out donation attraction communication and capturing what was learned
Anticipate the objections donation attraction communication will raise and prepare the answers.
Check communication on donation attraction communication against legal and regulatory constraint.
Prepare the acknowledgement for donation attraction communication that does not evade responsibility.
Identify where judgement in donation attraction communication is legitimate and where it is not.
02
Donation attraction communication: materials a journalist can actually use
2 sessions · 8 points
Session 1The decisions in donation attraction communication that cannot be delegated
Set the response time target for enquiries about donation attraction communication.
Debrief after each significant episode involving donation attraction communication.
Test the procedure for donation attraction communication against a realistic scenario.
Establish who is informed, consulted and accountable in donation attraction communication.
Session 2Who decides what during a crisis involving donation attraction communication
Sequence internal notification about donation attraction communication ahead of external release.
Prepare the holding statement for donation attraction communication in advance.
Build the internal briefing that explains donation attraction communication to those affected.
Review whether coverage of donation attraction communication changed anything that matters.
03
Donation attraction communication: misinformation, correction and restraint
2 sessions · 8 points
Session 1Writing on donation attraction communication so a journalist can publish it
Draft materials on donation attraction communication that need no rewriting to be published.
Agree what will be standardised in donation attraction communication and what will not.
Write the three key messages on donation attraction communication and test them against hard questions.
Set the review interval for donation attraction communication and who attends.
Session 2Reading the current state of donation attraction communication honestly
Compare the cost of donation attraction communication with the cost of its absence.
Set escalation thresholds for donation attraction communication that work out of hours.
Plan the recovery sequence after a reputational event involving donation attraction communication.
Define what success in communicating donation attraction communication looks like, numerically.
04
Donation attraction communication: message architecture and discipline
2 sessions · 8 points
Session 1Measuring communication on donation attraction communication beyond clippings
Decide in advance when to correct misinformation about donation attraction communication and when not to.
Assign responsibility for keeping documentation of donation attraction communication current.
Record the rationale for each significant choice made about donation attraction communication.
Configure monitoring that flags coverage of donation attraction communication within the hour.
Session 2Monitoring donation attraction communication in time to act
Distinguish symptoms from causes when donation attraction communication underperforms.
Identify the journalists who actually cover donation attraction communication and what they need.
Define the trigger that would require donation attraction communication to be redesigned.
Verify six months later that changes to donation attraction communication have held.
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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