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Strategic Internal Communication Planning

Most organisations now know the value of effective internal communication to support change and build engagement. For these organisations, what they say to their employees - and how they say it - has been the driving factor. Using creative, well planned and interactive internal communication, staff becomes more committed, more efficient and stay longer. Creating these collaborative networks has meant new challenges - and opportunities - for these organisations’ IC managers. It has meant getting to grips with new skills and taking on enhanced responsibilities but, in many cases, it has meant an enhanced importance.

Turning 'Theory' into 'Practice'?

Using a mixture of theory, case studies and interactivity between the delegates this course will give you the knowledge and ideas for defining and refining your own strategies and developing your own career. You will bring your own communication challenges for discussion, learn from the experiences of others and have the opportunity to begin the process of moving the internal communications discipline forward within your own organisation.

Who should attend?

Key areas to be covered in the programme and documentation

The benefits of implementing a strategic internal communications to your organisation.
• How can you create a workforce that are true ambassadors for your organization? Learning from best practice
• Identifying the cost of staff turnover and the return on investment of employee retention
• Setting up effective two way communication.

Identifying the key skills for an internal communications practitioner. Learning how to become a trusted advisor

Case study:
A high-flying career

Successful strategic planning of effective internal communications
• Differentiating between strategy, goals and objectives and how to plan for each
• Defining steps in successful planning process
• Identifying and training the people involved in communication frameworks.
• Practical exercise: designing internal communications plan

Case study:
How employees in Scottish arts organisation became an integral part of the business planning process.

Implementing strategies for effective internal communication
• Fitting the business plan considering outside forces and other changing dynamics
• Stakeholder analysis for communication planning
• Prioritising stakeholder requirements when structuring communication strategies
• Developing key messages
• Streaming the messages via the communication mechanisms available
• Developing a communication matrix
• The fearless communicator - overcoming the bureaucracy to gain approval
• Feedback systems and their use.

Case study:
How internal communications helped develop the business planning of a major international charity

Internal communications in the corporate culture
• Examples of using internal communications as the catalyst for change
• Leadership styles and their impact of culture creation
• Working with different leadership styles
• Using internal communications to develop values, not just communicate them
• Positioning yourself as an advocate and consultant to provide strategic direction

Practicing flexible leadership style

Key elements of internal communications
• Making connections and developing collaboration between different functions
• Developing ‘ambassadorship’
• Understanding how critical messaging works

Practical Exercise:
Selecting appropriate channels for two-way communication

The importance of the message
• The difference between the key messages(s) and ‘the story’
• Building the key message into ‘the story’
• Presenting ‘the story’ in a way that is appropriate, acceptable and entertaining

Case study:
The power of storytelling

Selecting the correct channel(s) for the message
• Analysing the effectiveness of your existing communications channels
• What alternative channels might you introduce? Best practices for different channels
• Matching the channel(s) to the message
• Creating integrated channels

Case study:
How one of the UK’s largest employers developed an integrated approach to channel selection

Integrating effective communications into organisational structure
• Conscious communicator - identifying and accepting personal and professional responsibilities in communicating effectively with others
• Developing a model of communication and a personal style to effectively build strong working relationships
• Rapport building and connecting with people in your organisation
• Identifying behaviours that can erode trust and how they can be avoided
• Overcoming barriers to internal communication

Case study:
Learning from best practice – example of internal communication training at a major pharmaceutical company

Utilising social media to improve employee communication and develop collaboration
• Finding the right approach to users of social media from different age groups
• Integrating social media into the internal communication mix
• Implementing social media as a tool to increase transparency
• Tools for building an employee social network
• Obtaining senior management buy-in to the social media revolution
• Using social media as part of the employee feedback loop
• Using smartphone apps as part of the internal communications mix

Case study:
Unleashing the power of an app

Internal communication measuring and evaluation techniques
• Exploring types of measurement and survey techniques and their effectiveness
• Using measuring tools to prove return on investment
• Are ‘surveys’ just too old fashioned - encouraging the transformational business model

Case study:
Effective Internal communications: Stories of Success

Benefits to you

• Developing internal communication plans aligned with business strategy and goals
• Establishing a strategic framework for internal communication planning and implementation
• Learning how to incorporate best practice internal communication techniques into your IC plan
• Benchmarking your own strategies, skill sets and experiences against those of your peers
• Enhancing the profile of internal communication and your own role in the organisation

Companies already benefiting include:

Duration of Course

2 Day Course

Course details

This course is currently only available as an in-house option. For more information, and a quote, contact our team on +44 (0)20 3002 3057, or by email at

Looking to train larger teams in this subject?

dzingim@marcusevansuk.comTailored in-house/in-company training courses and bespoke strategy workshops designed and delivered on-site throughout Europe according to your specific requirements.

All management, personal development and project management public courses featured in our Course Directory are also delivered on an In-Company basis.

Click Here for information on how this course can be delivered for you as an In-Company Training Solution


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Further information

UK Enquiries: +44 (0) 203 002 3057

Non-UK Enquiries: +420 (0)2 5570 7246

North American Enquiries: +1 312 540 3000 X6714 or - Marketing Manager EMEA - Professional Training

UK Enquiries: +44 (0)20 7647 2383 :
European Enquiries: +420 (0)2 5570 7246 :


"This course will allow my company to develop its existing strategies to a much greater and hopefully profitable level."

Managing Director, Tarmac