Masterclass in Internal Communications

Introduction:

Effective internal communications empower employees to perform at their best and enhance their skills, ensuring everyone is aligned with the organization's goals. An organization is only as strong as its weakest link, and poor customer service can undermine even the most expensive advertising and marketing efforts.

Employees serve as frontline ambassadors and should be nurtured as a valuable resource for recommendations and referrals. A strong internal communications strategy boosts well-being, productivity, and a sense of value among staff.

Research indicates that job satisfaction often outweighs financial rewards as a driver of loyalty. This internal communications course focuses on cultivating a dynamic corporate culture, managing change, and maximizing employee potential.

Course Objectives:

By the end of this Masterclass in Internal Communications, participants will be able to:

• Understand how workplace culture is created, how to shape it, and how to assess its value.
• Utilize communication tools to foster a "can do" attitude among colleagues.
• Cultivate a collective drive for organizational success, particularly through the generation of new ideas.
• Enhance customer focus and service.
• Develop tools and techniques to identify and manage resistance to change.

Training Methodology:

• Interactive lectures
• Case study analysis
• Group discussions
• Role-playing exercises
• Peer learning opportunities
• Continuous assessment support
• Expert-led sessions with industry professionals
• Hands-on projects for students to participate in during class time
• Reflective learning sessions

Course Outline:

Unit 1: Assessing an Organization's Culture

• The role played by internal information sharing within organizations
• Identifying what constitutes an organization’s culture
• Creating a unified vision
• Evaluating your company’s effectiveness in internal communications
• Decision-making roles and responsibilities
• Setting goals
• "Presenting Myself in Person" exercise

Unit 2: Understanding the Needs of Individuals

• Internal communication as a business strategy
• The relationship between PR and HR
• Resisting change
• Understanding individual perspectives on change
• The role of managers in internal communications programs
• "Presenting Myself in Person" exercise

Unit 3: Utilizing Internal Communications Tools and Tactics

• From notice boards to digital media
• Measuring success
• Key elements of your internal communication plan
• The benefits of strong branding and how to achieve it
• "Going Through Changes" presentation exercise

Unit 4: Internal Communications Crisis Management

• Developing a crisis management team for internal communications
• Selecting members for crisis teams
• The importance of visible leadership during crises
• Communicating with coworkers first and maintaining transparency
• "Presenting Myself in Person" exercise

Unit 5: Maintaining and Enhancing Performance Levels

• Performance assessment based on organizational values
• Boosting morale among discouraged employees
• Recognizing achievements through transparent employee evaluations
• Analyzing internal successes
• Comparing communication strategies of governments and top companies
• "Going Through Changes" presentation exercise