Strategic communication has never been more important for the public sector. Organisations need to build trust and manage their brand and reputation to communicate effectively with stakeholders and service users.

Our highly interactive Creating Effective Communication Strategies course provides an in-depth exploration of the principles of strategic communication, including choosing the right channel for your organisation, understanding your audiences and how to design and implement a communication strategy.

Throughout the day there will be plenty of opportunities to network, share insights and experiences with other delegates.

trainer photo
Malcolm Powers
Director - Tegula Consulting

Malcolm is a former Labour Party senior manager with over twenty years’ experience working with politicians at all levels across the UK. He an experienced trainer, facilitator, and consultant, specialising in climate governance, social media, communications, and stakeholder management, delivering courses for both the public and third sector.

As well as having worked in the political field for over twenty years, Malcolm is a former Councillor in Reading, holding portfolios for Environment and Community and was responsible for mainstreaming sustainability within the local authority. Malcolm’s passion for tackling the climate crisis remains undimmed and he has ...

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Learning Outcomes

  • Know how to shape your corporate narrative
  • Learn how to design and implement an effective communications strategy
  • Understand the importance of taking a strategic communications approach
  • Recognise the role leadership has when ensuring effective strategic communications
  • Learn what role digital and social media can play in your communications strategy
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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09:00 - 09:30


09:30 - 10:00

Trainer’s Welcome and Clarification of Learning Objectives

10:00 - 10:30

Why Strategic Communication Matters

  • Identify the objectives and principles of strategic communication
10:30 - 11:00

Strategic Communications Leadership

  • Know the role of leaders in strategic communications
  • Align your communications with your corporate objectives
11:00 - 11:15

Morning Break

11:15 - 11:45

Successfully Manage Your Brand and Reputation

  • Why it’s everyone’s responsibility
  • Learn about crisis communications
  • Improve your brand and reputation
  • Know the importance of horizon scanning
11:45 - 12:15

Communications Stakeholder Mapping

  • Identify your audiences
  • Exercise – create your own stakeholder map
  • Know how your stakeholder map feeds into the comms plan
12:15 - 13:00

Workshop: Creating A Compelling Narrative

  • Exercise – write your narrative
  • Know how to create your narrative
  • Identify the uses of images and video
  • Understand the importance of storytelling
  • Learn the difference between broadcast and conversation
13:00 - 13:45


13:45 - 14:30

Using Digital and Social Media Tools

  • Which channels to use?
  • Making sure you are ready to respond
  • Understanding digital and social media
  • Tackling misinformation and disinformation
14:30 - 15:30

Workshop: Creating Your Communications Strategy

  • Choose the right channels
  • Turn your strategy into an action plan
  • Exercise – create a communications strategy
  • Identify the structure for a good communications strategy
15:30 - 16:00

Action Planning: Evaluate Your Communication Strategy

  • Receive feedback on communications strategies
  • Learn how to evaluate the impact of your strategy
16:00 - 16:15

Feedback, Evaluation and Close