DESCRIPTION: 

Especially in times of great flux, communication is critical. Managing change is tough and that’s exactly why strategic communication helps. That means being able to directly link your communication efforts to corporate goals in a way that influences behaviours. And the final step? Measure your results.

Can you do all that? With this session, you will.

This hands-on session pulls from Marion’s strong management and marketing research background to put laser focus on clearly linking and marrying your internal and/or external communication objectives to your organizational goals, including the bottom line. 

You will develop communication strategies that directly support corporate goals. 

Way beyond how to create a basic complan, this program uses a road-map to raise communication planning to the strategic level so you increase your chance of getting the results and behaviours you desire. You will clearly demonstrate how your communication objectives contribute to achieving your organizational goals, whatever they may be. As a former Director of Strategic Communications for several national organizations, Marion shares her step-by-step system, developed over decades of trial and error, to ensure that your communication efforts provide real value to your organization.

Finally, a way to quantify the impact of communication.

Communication is traditionally considered a “soft skill” and as such, is in jeopardy of being overlooked, undervalued or even under-funded. If you find yourself wondering how to explain the operational impact of communication, demonstrate why communication is crucial to obtaining your organizational goals, and how you could most effectively use the communication tools at your fingertips, this is the program for you. 

You will:

• Choose a specific corporate goal to directly link to your communication efforts;
• Identify behaviour, knowledge, and attitude changes you want to see;
• Determine what research and data will help support your plan;
• Measure and demonstrate the irrefutable impact, value, and ROI of communication efforts;
• Spotlight communication initiatives as an integral part of any project;
• Get buy-in and support for your complan from colleagues and stakeholders; 
• Create a people-driven, actionable, realistic plan;
• Justify communication resource allocations to decision-makers;
• Energize and spotlight your communication efforts and team.