When facing the task of getting your brand message out there, many methodologies and formulas could be employed. This 10-Step Methodology is rooted in the philosophy that corporate communication is a holistic practice that should be interlinked with branding, public relations and marketing. It based on crafting a brand statement that can be tailor-made for every stakeholder grouping and communicated to that group in a medium that they can relate to and language that resonates with them. It is simple in its implementation and seeks to strengthen the integrity of your brand, building trust and understanding with all groupings you communicate with. It underpins the 6 Capitals Model of Sustainable Development, encouraging circular economy thinking instead of a silo-approach.
In this methodology we define ‘Stakeholders’ as:
Stakeholders can affect or be affected by the organization’s actions, objectives and policies. Some examples of key stakeholders are creditors, directors, employees, government (and its agencies), owners (shareholders), suppliers, unions, and the community from which the business draws its resources. Source: en.wikipedia.org/wiki/Stakeholder_(corporate)
This practical course takes attendees through the 10-step plan, explaining the relevance of each step, how to design each step and provide examples of necessary templates.
Overview of the 10 Steps are:
Step 1: Aligning Goals: Singing from the same hymn sheet!
Step 2: Distilling the Message: But what are we trying to say?
Step 3: Identify Stakeholders: Who are we talking to, or not talking to?
Step 4: Evaluate and Prioritise: Who’s who to you?
Step 5: Translate the key-message to each stakeholder group’s language and tie to strategic objectives: Never get lost in translation.
Step 6: Matching message to group to medium: Speaking my language
Step 7: Calendar
Step 8: Budget
Step 9: Implement
Step 10: Review and Evaluate
- What is the 6 Capitals Model
- Overview – moving from compliance to Net+ Impact
- Teaching the 10-Step Communication Methodology by practical application to work based challenges
- Learning through practice – crafting messages, doing stakeholder mapping, phrasing and planning
- Templates of Budgets, Calendars, Review Matrix
Communication managers, Marketing managers, entrepreneurs, middle level managers seeking a toolkit for communication
This is List price. Discounts are available for Earlybirds, SAINE members, NGOs, SMMEs and Groups. Our course administrator will confirm final price applicable before invoicing.
Your facilitator will be Surisa Nel