STRATEGIC COMMUNICATION - KEY PRINCIPLESTue 30 October 2018Virginia Haussegger AM, Adjunct ProfessorUniversity of Canberra
ONE DAY MASTER CLASS
DATE: 30 OCTOBER
VENUE: UNIVERSITY OF CANBERRA, CANBERRA
WHY STRATEGIC COMMUNICATION?: Everything we do centers on communication.
It is the oxygen of every organisation - big or small, public or private.
When communication is planned, framed and targeted in a cohesive, integrated way it becomes the most powerful strategic lever in any organisation’s tool kit.
Yet surprisingly, few managers and senior executives have a solid grasp of what communication is, how it works, and how to use it effectively.
As busy teams pump out reports, briefings and programs, a poor understanding of target audiences, communication channels, and an inability to shape powerful key messages often result in marginal success, or out-right failure. The damage done can be costly – not just to reputations or budgets, but also to energy and morale.
Communication is not difficult when the fundamentals are understood. And given the ubiquitous nature of media in the workplace, an insight into how public policy issues are framed is invaluable to understanding the strategic communication process.
METHOD OF DELIVERY: The Master class will be conducted in an interactive, seminar style, with some group work on problem solving exercises and analysis of case studies. It will include coaching and constructive feedback.
COURSE AIMS AND OBJECTIVES: This course aims to deepen participants understanding of communication fundamentals: what strategic communication means, and how it can be applied to almost any workplace challenge.
With a particular focus on communication frames - it will help participants understand key message concepts and how to use them with broad application.
COURSE CONTENT: This Masterclass will examine the 5 principle considerations of Strategic Communication:
- The Audience
- What Behaviors are required for change
- Key Messages
- The Channels of communication
- How to Evaluate the outcome
We will look at the basic tools needed to employ strategic communication principles to meet any communication challenge, big or small.
The course will include team exercises in shaping communication frameworks.
Using a contemporary example we will discuss what happens when policy reform is poorly communicated. Through group work we will determine how the use of strategic communication planning could have improved the outcome.
|VIRGINIA HAUSSEGGER: Virginia Haussegger AM is Director of the 50/50 by 2030 Foundation where she is an Adjunct Professor. She is passionate gender equality advocate and communication specialist. She is also an award-winning television journalist, writer and commentator, whose extensive media career spans more than 25 years. Virginia has reported from around the globe for leading current affair programs on Channel 9, the Seven Network and the ABC. For the past 15 years she has anchored the ABC’s flagship TV News in Canberra. She is widely published, both as a former columnist with the Canberra Times, and a regular contributor to the Sydney Morning Herald and The Age. In 2014 she was made a Member of the Order of Australia (AM) for service to the community, as an advocate for women’s rights and gender equity, and to the media. Virginia has served on a number of boards and committees including; UN Women National Committee Australia; the Snowy Hydro SouthCare Trust, and the Australia Forum Steering Committee. She currently sits on the Board of the ACT Government’s Cultural Facilities Corporation; Women in Media Canberra; and is Patron of the Canberra Rape Crisis Centre.|
For More Information: Email IGPA.CourseAdvice | at | canberra.edu.au or call Justin Wilson on 62012977