STRATEGIC COMMUNICATIONS, CRISIS MANAGEMENT & PUBLIC RELATIONS MASTERCLASS

Transcription

1 Tel: , Fax , STRATEGIC COMMUNICATIONS, CRISIS MANAGEMENT & PUBLIC RELATIONS MASTERCLASS WHO SHOULD ATTEND Communication Officer Communication manager Communication trategit Corporate manager PR profeional Protocol Officer Media pecialit DATES: October 2017 VENUE: Gallagher Hotel Midrand Regiter and get a free laptop

2 INTRODUCTION The role of Corporate Communication and Branding i becoming an increaingly pivotal and integral component that impact an organiation in many way, leading to financial gain, and equally, financial loe if not managed correctly. Thu, it i vital that your organiation foter a good reputation by developing mutually beneficial relationhip with variou takeholder. In thi trategic communication, CSI and brand workhop, we map out a holitic reputation management journey that will equip delegate with new idea, thought and tool to take their communication function to the next level. When thing go wrong, a they ometime do, buine communication i called upon to help the organiation turn reputation around. Corporate Communication, CSI and Brand communication, i a comprehenive and practical coure that ha been deigned to boot and harpen your overall buine communication, media relation, branding and CSI kill to help poition yourelf a a trategic advior within your organiation; and equip you with the latet tool to effectively plan and manage takeholder communication. The coure i a particularly ueful training programme if you are eeking to gain new inight and perpective, and if you are looking to poition yourelf a the go-to profeional on reputation management matter. You will be taken through variou cae tudie and practical exercie to further enhance your learning experience. There will be everal workhop throughout the coure, where the facilitator will enable you to walk out with practical and tangible tool to take back to your buine. You will work on the material in real time benefit from expert advice and feedback on the framework you develop.

3 PROGRAMME OUTLINE SESSION 3: CROSS CULTURAL COMMUNICATION SESSION 1: BUILDING A BUSINESS COMMUNICATION STRATEGY Thi eion will how you how to pull together a profeional, trategic communication campaign from cratch. You will learn how to follow a tepby-tep proce, from taking a brief to finalizing plan and getting ign-off. Participation in the eion will provide you with Enhance the poitioning of buine communication conduct in-depth reearch and interpret finding in an intelligent way undertand the difference between objective, trategy and tactic *Practical exercie tructure your work to build an irrefutable buine cae demontrate commercial value and return on invetment agree and refine meage develop creative idea that fit trategically Evaluate campaign effectively. SESSION 2: LEADERSHIP COMMUNICATION. HOW SHOULD LEADERS COMMUNICATE; AND HOW CAN COMMUNICATORS SUPPORT THEM Whether a company ucceed or fail in navigating a crii, completing a merger, avoiding regulatory blunder, or laid plan go awry. Yet, paradoxically, communication are an undervalued, lightly regarded dicipline in the theory and practice of corporate leaderhip. Hence the importance of deviing pecific communication plan for key pokepeople in addition to an internal tanding their individual tyle of communication and tailoring pecific key meage for each Chief Executive became crucial to the ucce of internal and external communication. In thi eion, the facilitator will hare a cae tudy, experience and leon learnt, providing tip on: the importance of a communication plan for a 21t century CEO creating a communication plan for your CEO or key pokepeople why a communication plan hould be domicile in the CEO office and the need to make ure thi plan i clearly owned with reponibilitie and expectation clearly defined Thi eion how you how to identify organizational culture and develop a high engagement culture. It explain how culture are formed and communicated and the role that leaderhip play in determining culture. Participation in the eion will provide you with the Identify culture and communication definition and model articulate national and organiational value ytem explore peronal value in different culture build a hared viion by overcoming barrier communicate in cro-cultural environment. SESSION 4: STRATEGIC INTERNAL COMMUNICATION Thi eion demontrate how engaging with enior team and building line manager capability connect employee with organizational goal. Improving engagement correlate with improving performance. Participation in the eion will provide you with the Articulate why effective internal communication and taff engagement are critical to buine ucce Identify how line manager are the vital link between the executive and operational level Undertand the role of emotional hook in motivating individual Improve the quality of converation with employee Involve employee in deciion-making Effect change through effective taff engagement Evaluate the effectivene of internal communication trategie againt buine ucce.

4 SESSION 5: COMMUNICATIONS AUDIT: MEASUREMENT THAT HELPS WITH STRATEGIC PLANNING Analye your audit finding and tranlate them into real communication change. Your audit reult can help you: Thi interactive eion engage participant in improve the level of writing and torytelling in hand-on learning about how to conduct a your organiation. communication audit, reviewing internal and build a three-way communication function: external communication activitie. Participant will leader to employee, employee back to learn the communication attribute of high leader, and employee talking among performing organization, reearch methodologie themelve. and how to benchmark leading and lagging engage employee by communicating acro buine indicator that meaure the impact of media platform and channel. trategic communication on buine need againt a broad cope of audience. SESSION 6: STRATEGIC PR MANAGEMENT Participation in the eion will provide you with Have the kill you need to conduct a full-cale audit. become a better interviewer and litener. Practical exercie Find the emotional centre of a dicuion about communication. Dig deeper, even with no, epecially with your leader. Set yourelf up for ucce. It tart with internal marketing, creating a "campaign of anticipation" for your audit, including how to: cover your own audit. Write about the effort before, during and after your work. recruit "ringer" inide your organiation to help prime the pump. Build a urvey that gather quantitative data you can put to ue. Learn how to: write urvey quetion that deliver reult *Practical exercie generate clear feedback about your communication channel and vehicle. meaure employee' level of awarene and undertanding of your organiation' miion and major initiative. Hold effective focu group that deliver the why behind your number. Learn how to: et up focu group that give you a repreentative ample of your employee, from all area. build a dicuion guide that tart a converation about communication and allow healthy diagreement. *Practical exercie ak the "what if" quetion that will help you tet new content idea. Thi eion examine management of elf and the role of emotional intelligence and peronal effectivene in managing individual and team. It focue on motivation and managing underperformance a well a dealing with difficult people. Participation in the eion will provide you with Undertand how effective team perform Set individual and team objective Deal with conflict Train and develop your team Manage under performance Identify iue that affect working relationhip Improve your interperonal kill Undertand the regulatory environment around employee relation. SESSION 7: PR STRATEGY AND PLANNING CAMPAIGNS Thi eion will how you how to pull together a profeional, trategic PR campaign from cratch. You will learn how to follow a tep-by-tep proce, from taking a brief to finaliing plan and getting ign-off. Participation in the eion will provide you with Take and interrogate a brief Conduct in-depth reearch and interpret Finding in an intelligent way Undertand the difference between objective, trategy and tactic

5 Structure your work to build an irrefutable buine cae Demontrate commercial value and return on invetment Agree and refine meage Develop creative idea that fit trategically Evaluate campaign effectively. SESSION 8: CRISIS COMMUNICATION Amidt media crutiny, contant preure and public demand, communication profeional mut neutralize the rik to avoid getting entangled in a blame game. Thi take kill, experience and competence to adequately manage and reolve a crii event. The eion alo outline tactic for effective communication during crii repone. In thi eion you will learn/to: Identifying your crii communication team and aigning reponibilitie Preparing by identifying all potential crii ituation and how you would repond to thee Enuring that every taff member undertand the communication plan to enure conitency and clarity Enuring a fat repone; what need to be in place to be able to achieve thi? Undertand who your takeholder are and etablih a notification ytem to be able to reach them during a crii Integrating the ue of ocial media into every apect of your crii communication plan Identifying Your Key Crii-Specific Meage Identifying your key crii-pecific meage unique to each ituation Who control the meage going out during a crii? Avoid reacting without adequate information Keeping it imple Communicating With Staff Identifying any potential gap or bottleneck in your current internal communication ytem How to reach your taff during a crii; enuring that you have all the information needed before the crii hit Enure taff receive the meage you would like them to repeat elewhere Communicating With the Media Practical advice about how to manage the media in a crii Aeing what information hould be provided and how to communicate thi to the media Meeting the need of different media group during a crii Managing unexpected enquirie and how to anwer quetion when you don Why it pay to engage, rather than avoid the media How to deal with mireporting Communicating With Conumer and Other External Stakeholder Reaching your cutomer directly if required How your current communication effort will aid your meage during a crii Reponding to negative takeholder repone or confuion Re-etablihing credibility and confidence with internal and external audience Uing Social Media Social media overview: What are the different type, how do they work, who will you reach uing thee media? Which ocial media ha proven to work bet during different type of crii ituation? How ocial media i changing crii and emergency repone How to harne the power of ocial media in a crii a an information gathering tool, to communicate internally and externally, to aid your repone effort Managing your meage through ocial media during a crii Cae tudie Examining what angle traditional media channel picked up on in recent cae Example of ocial media repone (good and bad) What can and ha gone wrong? PRACTICAL EXERCISE: What make an effective repone in different crii cenario including; natural diater, major workplace accident, PR diater, major product recall?

6 Set yourelf up for ucce. It tart with internal marketing, creating a "campaign of anticipation" for your audit, including how to: Thi eion provide practical guidance, cover your own audit. Write about the effort before, technique and real world example of during and after your work. communicating change to internal audience. recruit "ringer" inide your organiation to help Drawing heavily on pychological reearch, it prime the pump. challenge the myth that people don't like change and highlight the real ource of reitance and Build a urvey that gather quantitative data you how they can be overcome. can put to ue. Learn how to: write urvey quetion that deliver reult Participation in the eion will provide you with *Practical exercie generate clear feedback about your communication channel and vehicle. meaure employee' level of awarene and undertanding of your organiation' miion and major initiative. Hold effective focu group that deliver the why behind your number. Learn how to: et up focu group that give you a repreentative ample of your employee, from all area. build a dicuion guide that tart a converation about communication and allow healthy diagreement. *Practical exercie ak the "what if" quetion that will help you tet new content idea. SESSION 9: REPUTATION MANAGEMENT Thi eion encourage you to conider the role of public relation in reputation management. Participation in the eion will provide you with the Undertand the importance of reputation management Undertand reputation a an aet to any organiation, comparable to aet uch a the organiation' financial reource, intellectual property and the people who make up the organiation Advie on approache to managing and meauring reputation Ae reputation rik, minimie threat to reputation and vulnerability to damage to reputation. SESSION 10: CHANGE COMMUNICATION: OUT WITH THE OLD AND IN WITH THE NEW Deal with reitance to change, it ource and olution Undertand how communication ha uch an important role to play in change Communicate bad new meage Communicate long-term, organiation-wide change Communicate in the face of open-ended, unpredictable change Undertand the role and reponibilitie of communicator, leader and HR colleague during change Undertand ucceful tactic, channel and technique for communicating change. SESSION 11: STRENGTHENING THE SUITE OF STRATEGIES AND COMMUNICATION SKILLS FOR EFFECTIVE MEDIA AWARENESS AND LIAISON Due to the changing and complex environment of the media landcape, communication profeional need to learn to repond to change in the environment and embrace the dynamic of uncertainty to truly lead effectively. In thi interactive workhop, we hall explore the ultimate challenge communication profeional are confronted with: How they can enhance their communication kill and value creating activitie in a time of contant flux when buine prioritie are changing and the digital world i evolving? Thi eion will outline the trategie needed to proactively engage with media and dicu how to communicate with enior executive. Thi interactive workhop will aid communication profeional with building core relationhip and network through a balance of theory and practice. Participation in the eion will provide you with

7 Advancing the communication framework of your organization: Coping with the challenge of 21t century media The deign and development of coherent capabilitie Proactive management of media liaion trategie *Practical Seion developing an authentic leaderhip tyle to adapt to the ever-changing landcape Benefit of evaluation framework and trategic planning: How to evaluate communication initiative and campaign effectively Encouraging and fotering collaborative thinking and working Implementing ucceful collaboration trategie Holitic approache to policy implementation Embracing an adaptive mind et and utilizing kill to ucceed: SESSION 13: USING SOCIAL MEDIA TO IMPROVE COMMUNICATIONS Strategic deciion making and achieving improved leaderhip performance *Practical exercie Inpire colleague to change their expectation and perception to work toward common goal Being a company pokeperon: Thi eion will focu on how a media liaion office, or pokeperon, can control an interview We will through variou example of how people have done thi uccefully and other who have failed SESSION 12: KEY MESSAGING - HOW TO WRITE SUCCESSFUL CONTENT IN AN OMNICHANNEL WORLD Thi practical eion how you how to produce intereting, engaging publication that people want to read. Participation in the eion will provide you with the The ix fundamental of all good writing Gaining a deeper inight into your audience() Why companie need PR What journalit expect from pre releae Identifying newworthy torie Planning and writing peruaive pre releae Top tip for newletter content How to do great interview that provide powerful torie How to Organie a New Releae Component of Every Pre Releae Determining and development of your key meage *Practical exercie. Participation in the eion will provide you with Take Advantage of Surprie Becoming a Compelling Storyteller Creative Word Choice Stylitic Revolt: Find Your Voice A Smarter Writing Proce: Tying Everything Together Remove Jargon: Write Acceibly Be Peruaive: Avoid Hype, Write Like Journalit Thi eion will provide an overview of how ocial media i tranforming the way people communicate in the workplace. A more and more companie are realizing the value of engaging their employee online, ocial media i quickly becoming a preferred way of increaing knowledge haring, encouraging teamwork and collaboration and adding value to the employee experience. Participant in thi eion will learn: How to effectively automate your ocial media communication to enable you to focu on building engagement How ocial media ha evolved into an influential communication channel for brand, organization and individual. How large organization around the world are uing ocial media for communication ucce and what you can learn from them Which tool large organiation and companie ue to manage, track and monitor their ocial media - and How you can quickly et up an online ocial media centre

8 How to quickly and eaily identify which ocial media analytic are important to your organiation How ucceful ocial media campaign are run and how important it i to know your ocial media audience egment SESSION 14: BEST PRACTICES FOR EFFECTIVE STAKEHOLDER COMMUNICATION AND ENGAGEMENT Thi eion outline the notion of a takeholder and provide bet practice advice on how to engage with takeholder to achieve organizational goal. Participation in the eion will provide you with the SESSION 15: CREATING A STRATEGIC DIGITAL COMMUNICATIONS FRAMEWORK In today' media landcape where emerging technologie and online tool dictate the way communication i done, communication profeional are expected to harne digital mean and trategie to enhance performance. However, digital communication framework cannot be tand-alone tool. Communication leader mut undertand and link online public participation and digital experience to organizational excellence and at the ame time be able to demontrate reult and value to internal takeholder. A uch thi eion, will provide practical inight into deviing an effective digital communication trategy. Stakeholder engagement The three-tage tepchange proce Planning and deigning a digital communication trategy The definition of takeholder engagement Setting clear buine goal (your trategic intent) why are we engaging, what are we trying to achieve? Why having a Cutomer Relationhip Management ytem i important. Key component of the engagement plan. Profiling and undertanding your takeholder and their need: The importance of pre-engagement intelligence gathering. Identifying and prioritiing takeholder *Practical exercie. Undertanding the entiment and need of your takeholder. Conidering the context for communication and engagement. Tailoring meage to engage with different takeholder Speaking the right language with the right audience The enabler of meage management Addreing difficult and complex cenario Digital trategy in What it mean and what good trategy look like Aligning digital communication with organiational trategie Avoiding the common mitake of bad digital trategy Finding the niche to create targeted communication Changing perpective from digital channel to the digital experience Adopting an agile approach to digital trategy Undertanding your online audience Identifying external takeholder online - Where they are, what they need and how to reach them public participation The pychology of digital and how to build trut with your audience Delivery Managing the online converation The rule of engagement - Creating an effective digital communication framework 6 Step to a Social Media Strategy Managing converation and rik in the Age of Outrage Content trategy, cutting through the noie and how to get more from le Meauring the effectivene of your communication and engagement plan Monitoring and evaluating takeholder perception Reviewing the impact and change created from the takeholder engagement campaign Group exercie developing a trategic plan Managing internal engagement Governance - The importance of leaderhip and accountability Creating a cutomer-focued culture The benefit of a Digital Centre of Excellence Gaining management buy-in.

9 SA DELEGATES R per peron FOREIGN DELEGATES $1 400 per delegate CONTACT DETAILS Martin Century Buine Academy (Pty) Ltd Tel: Cell: TO BE INFORMED IS TO BE EMPOWERED