WRITING FOR IMPACT

Bad writing wrecks brands. Using words with clarity and intent has never mattered more than in today’s attention economy. In an uncertain world, crafting purposeful communications that deliver results is a challenge—but it’s also a teachable skill. This practical course will teach you the fundamentals of writing well for specific impact. Participants will learn through hands-on exercises, energizing group discussions, and feedback from our internationally experienced business consultant and trainer. By the end of the course, you will have acquired a set of new tools and techniques for capturing attention, motivating action and managing risk with your words. Learn how to deliver more predictable and measurable results, in a productive yet imaginative way.

• What you will learn:
• Strategies to stay relevant and resonate—aligning topics and themes to your business objectives, brand, market shifts and macro trends.
• Ways to harness storytelling to be creative in a risk-averse world and make your message land.
• How to identify your point, get to it quickly and structure content for different channels and platforms.
• Simple techniques to adapt brand tone of voice and style so messages are consistent, crisp and compelling, no matter your goal, audience or medium of communication.
• New techniques for analysing how people think and act, and ways to apply behavioural science principles to personalize content, capture attention and motivate action.

• How you will benefit:
• Master how to adapt your writing to suit different scenarios, audiences, channels, platforms and goals. Learn practical techniques and frameworks you can apply immediately at work.
• Experiencing hands-on practice with expert guidance from a professional trainer. Progress a project on your to-do list using your new skills.

As corporate affairs and communications undergo huge expansion in APAC, skillset “growing pains” are inevitable – when our professions get stretched by the increasing demands being placed on them, and strain to deliver at the desired competency levels.

But that also makes this a thrilling moment: The demand is there for a step change in ability for organisations willing to pursue it. Our disciplines are now under unprecedented pressure to operate at the highest professional level. A programme of skilling up should be integral to any department’s planning.

That’s why APAC needs the very best in qualified, professional training for corporate affairs and ESG/sustainability. These disciplines demand not just generic skills, but proven expertise in strategic communications, content creation, regulatory compliance, reputation management, crisis communications and much more.

With our commitment at Andrews Partnership to raising industry standards, we’re proud to offer such dedicated development via our training arm, AP Advance. Our professional trainers have decades of experience coaching communications departments all around the world, and can build their modular programmes around your specific needs.

• Build skills: Sharpen the capabilities of your team, turning them into a high-performance unit.
• Retain top talent: Employees who are being regularly developed by their employers stay longer – that’s a fact.
• Deliver better: When your whole corporate affairs or ESG/sustainability team has gone through the same training and development programme, they are more likely execute with strategic coherence.

STRATEGIC PLANNING

Depending on specific client requests, session content may include:

Communication Trends
- Explore current and future communication trends that are having an impact on the way we engage internal and external stakeholders.
- Learn how to adopt a different level of strategic thinking and planning due to disruptions and new challenges whilst still continuing to successfully engage your audience
The Foundation of Communication
- Look into Aristotle’s Art of Rhetoric to the David Rock’s latest thinking on neuroscience how discuss how we can use these in the workplace.
- Bring all participants to the same level of understanding of the key principles and foundations of effective communication and in particular, how this applies to change communication.
Strategic Communications Planning
- The ORACLE Test, a 5-step strategic communication planning model
- Using a real in-house case study, understand the pragmatic application of this in their day-to-day work.
Clear Messaging
- The development of an engaging message is an integral part of The ORACLE Test. Using our proven Story Staircase™ framework and process, the participants would be coached on how to develop compelling messages that are designed to engage and influence their audiences.
Gaining Buy-in
- How to guide and coach leaders to communicate successfully.
- How they engage and influence different styles of leadership and internal stakeholders to buy into their plans.

CRISIS COMMUNICATIONS

Depending on specific client requests, session content may include:

Understanding the changing crisis landscape
• The role of the Internet, social media and mobile devices in fueling and shaping issues and crises
• The operational, behavioral, informational and legal risks of social media
• How social media is changing the crisis lifecycle
Assessing online threats and vulnerabilities
• How to identify, assess and prioritise online reputation threats
• How to distinguish between online/social media incidents, issues and crises
Preparing for crises using social media
• The role of social media in the broader crisis communications armoury
• Essential online/social media crisis considerations and protocols
• Crisis team responsibilities for social media: who does what
• How to use social media listening to identify potential issues and track crises
• How to use dark sites, Twitter and other key digital and social media crisis tools
Responding to a crisis
• What to do and how to respond in the first hour of a crisis
• Online messaging during a crisis, including how to handle holding statements in social media
• How to use crisis materials and content online, including video and graphics
• How to correct inaccurate and misleading online comments and information
• Do’s and don’ts of communicating with online influencers during a crisis.
Recovering from a crisis
• Leading from the front: how to use a crisis to change the game in your favour
• How to re-build your business and reputation and restore trust in your brand using social media
• Defining, tracking and measuring success in crisis recovery.

APPENDIX