Masterclass in Strategic Internal Communications

Introduction

Effective internal communication ensures that an organization maximizes employee potential, enhances skills, and keeps everyone aligned with the organization's goals.

An organization is only as strong as its weakest link. Ineffective customer service can undermine the impact of expensive advertising and marketing campaigns. Employees, often representing the organization through recommendations or referrals, must be nurtured as strong advocates.

A well-developed internal communication strategy promotes employee well-being, improves morale, increases productivity, and makes employees feel valued. Studies have shown that job satisfaction can be a stronger driver of loyalty than financial incentives.

This course will help you understand how to develop a dynamic corporate culture, effectively manage change, and unleash the full potential of your team.

Objectives

• Understand how to develop, establish, and assess workplace culture.
• Utilize effective communication tools.
• Build commitment toward new ideas.
• Improve focus on customer needs and enhance service delivery.
• Identify resistance to change.
• Develop strategies and techniques for managing resistance to change.

Training Methodology

• Interactive Workshops
• Case Study Analysis
• Group Discussions
• Role-Playing Scenarios
• Peer Feedback Sessions
• Expert-Led Seminars
• Simulation Exercises
• Communication Strategy Development Exercises
• Real-World Application Projects
• Reflection and Debrief Sessions

Course Outline

Unit 1: Assessing an Organization’s Culture and Strategic Communications

• The role of Internal Communication
• Understanding organizational cultures – definitions/models
• Creating shared vision
• Conducting an internal communications audit
• Culture setters
• Objective setting
• Personal presentation exercise

Unit 2: Understanding Individuals’ Needs Through Strategic Communication

• The strategy behind internal communication
• HR versus PR
• Resistance to change
• How individuals are affected by change
• The role of management in an internal communications program
• Personal presentation exercise

Unit 3: Utilizing All Available Communication Tools

• From notice boards to Twitter – the tools of communication
• Evaluating success
• Evaluating effectiveness
• The power of brands
• Personal presentation exercise

Unit 4: Crisis Management

• Managing internal communications during crisis situations
• Crisis team selection process
• Leaders should be visible
• Honesty is the best policy: Inform your colleagues first
• Personal presentation exercise

Unit 5: Sustaining and Improving Performance Levels

• Comprehensive performance assessment
• Lifting low morale
• Identifying success
• Reviewing successful IC strategies
• Government and top company messages
• Personal presentation exercise