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Strategic Communications

This one-day workshop explores the creation and implementation of comprehensive communications strategies, programs and initiatives.

  • Integrating traditional and social media.
  • The strategic role of communications in any organization, and the proper role of communications practitioners in the strategic-planning and decision-making functions of the organization.
  • The theory and practice of persuasive communications: The most effective way to engender and reinforce public attitudes and perceptions.
  • What a strategic communications plan should contain.
  • Producing a communications strategy and program: The Six-Step Critical Path:
  1. Identify and analyze corporate and communications goals and objectives - going beyond the "mission statements" and "visions" to find out what the organization is really about and what really matters.
  2. Define and analyze key internal and external publics; determine what these publics need to do in order for your organization to attain its goals and objectives, and identify the attitudes and perceptions that will motivate your key publics to take the desirable action.
  3. Identify and analyze communications opportunities. These are developments within or about your organization that you wish to communicate to your key publics.
  4. Identify the key points. A key point is a statement containing truthful and accurate facts or opinions relating to a communications opportunity that will engender or reinforce desirable attitudes and perceptions in your various key publics.
  5. Identify and implement the communications tools and activities that will best convey your key points to your desired audiences. Among these are brochures, flyers, newsletters, employee publications, staff meetings, web sites, blogs, tweets, webcasts, e-mails, faxes, financial statements, special events, speaking platforms, news conferences, news releases and articles, editorial board meetings, advertising, sponsorships and donations, contests, public hearings and public demonstrations.
  6. Develop benchmarks so that you can regularly evaluate the effect your communications initiatives are having on your key publics.


For more information about our services, please click here to send us an email or contact:

Ed Shiller Communications

12 Tepee Court
Toronto, ON M2J 3A9

Tel.: 647-407-2953

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