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Strategic Communications has never been more important for the public sector. It is vital that organisations communicate effectively with their external and internal stakeholders to build trust, manage reputation and engage them with priorities and objectives. 

On this highly-interactive and virtual course which uses breakout rooms, delegates will learn the principles of strategic communications, how to align them with corporate objectives and how to create a communications strategy. Leave the course with a number of useful tools to use in your own organisation. 

There will be plenty of opportune moments for networking and sharing resources and experiences with other delegates. Gain valuable contacts with other like-minded peers to create that invaluable ongoing support network. 

Unlocking the Power of Virtual

Our virtual courses have been designed with you in mind. From group exercises in breakout rooms to live chat, whiteboards and interactive polls, we use a range of tools and techniques to ensure that you can connect with your trainer; network and share best practice with your peers and leave the day with the skills you need.

Our courses provide you with an interactive and engaging learning environment that can be accessed from any location, helping you to continue to connect, learn and grow. Click here to discover more!

This course will be delivered via Zoom.

trainer photo
Sheree Dodd
Former Senior Civil Servant and Strategist

Sheree Dodd is a former senior civil servant and strategist, who was responsible for  strategic communications planning at the former Department for Trade and Industry and has led on strategic planning for the International Diabetes Federation.

A former Director of Communications at the Department of Trade and Industry (DTI), Deputy Director at DWP and Head of News at the Northern Ireland Office (NIO), she offers a powerful combination of experience in leading complex communications activity as well as national media practice from many years as a senior political journalist.

Sheree has extensive experience of handling ...

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Learning Outcomes

  • Understand the importance of taking a strategic communications approach 
  • Understand the role of leadership in ensuring effective strategic communications 
  • Learn how to create an effective communications strategy 
  • Learn how to build your corporate narrative 
  • Understand the role of digital and social media  
All the Understanding ModernGov courses are Continuing Professional Development (CPD) certified, with signed certificates available upon request for event.

Enquire About In-House Training

To speak to someone about a bespoke training programme, please contact us:
0800 542 9414
[email protected]


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09:25 - 09:30


09:30 - 10:00

Virtual Ice Breaker and Clarification of Learning Objectives

10:00 - 10:30

Why Strategic Communication Matters

  • Objectives and principles
  • Exercise – how bad comms can help you fail! 
10:30 - 11:00

Strategic Communications Leadership

  • Aligning communications with your corporate objectives 
  • Where should communications sit? 
  • The role of leaders in strategic communications 
11:00 - 11:15

Morning break

11:15 - 11:45

Communications Stakeholder Mapping

  • How your stakeholder map feeds into the comms plan 

Exercise – creating your own stakeholder map 

11:45 - 13:00

Creating Your Communications Strategy

  • Using insight to inform your approach
  • Structure for a good communications strategy
  • Choosing the right channels
  • Turning your strategy into an action plan

Exercise – creating a communications strategy

13:00 - 14:00

Lunch and Exercise – Creating a Communications Strategy

14:00 - 14:30

Reflection Session

  • Delegates feedback on communications strategies
14:30 - 15:15

Creating your Corporative Narrative

  • The importance of storytelling  
  • Telling your story through the user voice 
  • Broadcast vs conversation 
  • How to create your narrative 

Exercise writing your narrative 

15:15 - 15:45

Social Media Tools

  • Understanding digital and social media 
  • Which channels to use? 
  • Making sure you are ready to respond 
15:45 - 16:15

Managing your Brand and Reputation

  • Importance of horizon scanning 
  • The role of communications in reputation management 
  • Why it’s everyone’s responsibility 
16:15 - 16:30

Round Up and Key Takeaways