Strategic Communication Planning

Content
52 modules

Rating

Instructor
Mary Ann McCauley

Price
$199 - 249

Description

  Instructor: Mary Ann McCauley, ABC, IABC Fellow

Course Description: Creating a Dynamic Plan presents a strategic  communication planning model will allow you to achieve a consistent, higher level of excellence in your day-to-day communication tasks. For those of you with some experience in planning, this course will serve as a refresher and likely will present a new approach or two to your strategic process. If you have little experience in strategic planning, this course will offer a practical strategic planning process and model. It will be your tool to staying on track.

IABC Academy Category: Communication Strategy and Engagement

Category Description: A communication professional identifies and communicates with employees, customers, shareholders, regulators, government agencies and other groups with an interest in the organization’s activities. All these groups have the potential to change the organization’s results. The communication professional fosters and nourishes relationships with them that will support the organization’s mission and goals and uses dialogue to tell the organization’s story and garner support.

Related to Global Communication Certification Council (GCCC) Domain: Communication Strategy and Engagement

 


Presenter bio: Mary Ann McCauley is an ABC, IABC Fellow, and is president and principal of Catalyst Communications, located in Reno. Mary Ann provides strategic communication counsel to broad spectrum of businesses and nonprofits. She works closely with senior management to develop and implement strategic corporate communication and marketing plans. Prior to founding her consultancy in 1987, Mary Ann held several management positions in large corporations including First Union Bancorporation, Hallmark Cards, Inc. and United Technologies Communications Company. She served on local, regional and international boards of the International Association of Business Communicators. Currently, she serves on the board of the Northern Nevada Literacy Council and on the Council as membership chair for the American Association of University Women (AAUW) Reno branch.

Objectives

After this course, you will be able to:

  • Identify and describe the elements of the strategic planning process.
  • Through research, identify and evaluate a business need or opportunity and audience characteristics.
  • Develop measurable objectives to provide direction to deliver meaningful communication outcomes and outputs.
  • Identify strategies and construct tactics that are consistent with research findings, the business need and audience preferences.
  • Review and consider applied ethical dilemmas inherent in the strategic planning process.

Recommended Background

This course is designed for business communications professionals that are at or aspiring to the Strategic Advisor level of the IABC Career Roadmap. The course is also aligned with the tasks, knowledge, and skills that support the Global Communications Certification Council’s Communication Management Professional certification program. There are no course prerequisites.

The estimated time to complete this course including quizzes and assignments is 4 to 6 hours.

 

Certificate

By completing/passing this course, you will attain the certificate IABC Academy

Learning Credits

CEU
4.0
CPD
5.0
1
Completing the Course
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LESSON 1 - CREATING A DYNAMIC PLAN
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Scenario 1 - CompuTech Corporation
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- Getting Ready to Plan
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- Creating a Dynamic Plan
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- Do All Plans Need to be Strategic?
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Knowledge check 1 - Lesson 1
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- Elements of the Plan
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- What Might My Plan Look Like?
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- Taking Time for Due Diligence
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- Keys to finding and using reliable information
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Knowledge check 2 - Lesson 1
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- Case Study - Marketing Communication Plan - Lesson 1
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- Summary of Lesson 1
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** Creating a Dynamic Plan - Assessment Lesson 1
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Lesson 1 - Assignment -- Big Pharma part 1
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LESSON 2 - CREATING A DYNAMIC PLAN
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Scenario 2 - Global Direct Mail Association
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- Pulling It Together
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- Sorting the Data: What Do I Really Need to Know?
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Knowledge check 1 - Lesson 2
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- Prioritizing Your Audiences
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- Positioning Your Messages
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Knowledge check 2 -Lesson 2
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- Case Study - High Tech Firm Rediscovers Its Niche - Lesson 2
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- Summary of lesson 2
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** Creating a Dynamic Plan - Assessment Lesson 2
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Lesson 2 - Assignment - Big Pharma Part 2
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LESSON 3 - MAKING OBJECTIVES MEASURABLE
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Scenario 3 - Epsilon Petroleum
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- Making Your Objectives Measurable
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- Starting to Think Strategically and SMART
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- Alignment with business goals
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Knowledge check 1 -Lesson 3
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- Objectives that Work
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* Townville Bank Communication Plan
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- Aligning business goals and communication objectives
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- Summary of lesson 3
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** Creating a Dynamic Plan - Assessment Lesson 3
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Lesson 3 - Assignment - Big Pharma part 3
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LESSON 4 - CREATING THE DYNAMIC COMMUNICATION PLAN
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Scenario 4 - Scandinavian Tires
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- Strategies and Tactics that Work
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- A Word about Tactics
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Knowledge check 1 - Lesson 4
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- Review of the Elements of the Plan
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Knowledge check 2 - Lesson 4
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- Summary of lesson 4
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** Creating a Dynamic Plan - Assessment Lesson 4
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Lesson 4 - Assignment - Big Pharma Part 4
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Strategic Planning Resources
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Course Evaluation Survey
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Added 10 months ago, by Andrew

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