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Strategic Internal Communication Planning

Most organisations now know the value of effective internal communication to support change and build engagement. But still many well-intended internal communication programmes fail to deliver, despite the time and resources invested in them. Make sure your internal communication is successful by developing an excellent understanding of the essential ingredients of a genuinely effective internal communication strategy and what you have to do to ensure your strategy supports change and engagement.

Turning 'Theory' into 'Practice'?

This is a highly interactive course which includes a high level of collaboration and discussion between the delegates. You will bring your own communication challenges for discussion and learn from the experiences of others. It course will give you a framework for defining and refining your own strategies as well as many ideas on how to make them work effectively. This is a practical workshop where you will work on your own internal communication plans

Who should attend?

• Senior managers who want to enhance their skills in internal communication strategy and planning• Communication managers who want to develop their expertise in internal communication and a wider understanding of the key elements of communicating for engagement• Internal communication specialists, who want to develop their strategies or prepare for a new initiative• Employee Engagement specialists

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.
Exercise: 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
Exercise: 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

28th & 29th September 2017, London, PT3571

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.

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

Managing Director, Tarmac