Strategic Communication Mastery

INTRODUCTION

This highly interactive and engaging training program offered by Al-Majd Pathways Centre (APC) will equip you with a comprehensive toolkit of skills and insights to excel in the realm of professional communications within your organisation. In the contemporary business landscape, Public Relations (PR) and Communications play a central role in determining business performance. Modern methods, tools, and channels have drastically accelerated the pace at which communications are experienced, spanning from local to global spheres. The 'Mastering and Managing Professional Communications' training program empowers delegates to adapt to the evolving needs of stakeholders and business partners. It underscores the strategic significance of formulating communication plans and imparts the personal leadership skills required to execute and oversee public relations activities effectively. Participants will delve into practical methodologies for creating a communication strategy, seamlessly integrated with corporate strategy. This program enables individuals to take charge of shaping and executing campaigns, stay ahead of their workload, lead and motivate teams, and plan and enhance their project management capabilities to deliver communication programs that are both efficient and cost-effective.

The program will delve into the principles of emotional intelligence, effective negotiation, analytical thinking, and influence, demonstrating their practical applications. It will also provide insights into managing the dynamics of media and reputation management, bolstering confidence in communication, and imparting skills such as:

• Tools and techniques for managing internal communications, morale, and atmosphere

• Effective management of media, including social media

• Strategic thinking, time management, staff management, and budget management

• Shaping external perceptions of the organization and enhancing its reputation

• Negotiation, briefing, influence, and presentation skills

TRAINING OBJECTIVES

The Professional Communications course aims to equip participants with the following competencies:

• Situate Corporate Affairs in a strategic and anticipatory context to evaluate options

• Comprehend the PR planning cycle and formulate an annual plan with clear objectives

• Develop an understanding of stakeholder programs for consistent and transparent communication

• Examine the evolution of Corporate Affairs tools and strategies to influence at all organizational levels

• Understand the development of strategies, plans, tactics, and leadership in these critical areas

• Gain insights into evaluation, research interpretation, and application

• Effectively develop and manage a communications team

• Organize tasks by priority and urgency, and establish project schedules

WHO SHOULD ATTEND?

• PR professionals and their managers

• Public Affairs staff

• Corporate Communications specialists

• Marketing professionals

• Customer service professionals

• Internal Communications specialists

TRAINING APPROACH

This Professional Communications training program is meticulously designed to accommodate various learning styles and fully engage participants through program materials, exercises, training videos, and discussions on pertinent organizational matters. Seminars and discussions are complemented by impactful individual and group exercises, offering opportunities for active involvement in real-life scenarios. Each day, every participant will deliver one presentation, followed by comprehensive feedback. This approach ensures that the training experience is dynamic, fast-paced, and stimulating. The environment fosters security, motivation, and the development of self-assurance.

TRAINING OUTLINE

Day 1: Introduction and Welcome: The Power of Communication

• Overview of corporate communications and strategy

• The evolving landscape of corporate communications in the 21st Century

• Engaging and influencing stakeholders and business partners through information

• Leveraging insights from neuroscience to influence and persuade

• Cialdini's principles of persuasion and influence

• Moments of Truth, Touchpoints, reputation, and personal leadership

• Measuring and enhancing emotional capital

Day 2: From the Inside Out: Crafting Consistent Messages

• Understanding internal communications means and methods

• Establishing internal communication goals

• Communication as a catalyst for change – adaptable collaboration with internal clients

• Utilizing insight research and feedback for continuous improvement

• Communications, organizational culture, and performance – shaping the workforce

• Mapping and monitoring communication channels

• Storytelling, content management, media, and internal/external alignment

• Measuring the effectiveness of internal communications

Day 3: Teamwork in a Networked Organisation

• Developing effective, adaptable task teams spanning organisational functions

• Engaging and motivating teams through emotional intelligence

• Managing performance to facilitate distributed proactive personal leadership

• Project management and scheduling using Gantt charts

• Workload and time management, and adaptable/agile processes

• Evaluating progress and fostering ongoing personal/team improvement

Day 4: Negotiating, Influencing, and Presentation Skills

• Structured and analytical negotiation approach

• Preparing for effective negotiation and dealing with challenging individuals

• The negotiation process – harnessing emotional intelligence

• Delivering presentations to clients and colleagues using the 15-minute preparation method

• Structure, delivery, and body language in presentations

• Practice presentations with feedback

Day 5: The Communications Strategy and Plan

• The manager's role in integrating strategic, operational, and tactical leadership

• The Big Picture: Business Strategy Overview and aligning it with communication strategy

• Setting SMART objectives through analytical thinking

• Constructing a communication activity plan – consistent stakeholder communication and influence

• Building a communication activity plan – managing issues and planning campaigns

• Communicating the plan to senior management and the team

• Course review and evaluation

Format: Onsite

Language(s): English

Duration: One week

Certificate of Completion: Upon successful completion of the program, participants will receive a Certificate of Completion from Al-Majd Pathways Centre (APC).