AP Advance

PROFESSIONAL DEVELOPMENT

WRITING FOR COMMUNICATIONS

Depending on specific client requests, session content may include:

Technical writing training
o Understanding different classic content structures (e.g., news “inverted pyramid” vs. case study “problem to solution” format. Also formats for press releases, strategic proposals, profiles and features, research, etc.)
o Opening lines: How to grab the reader’s attention from the first sentence
o Improving your story presentation to maximise impact (e.g., killer headlines, smart quotes, and lateral thinking on layout)
o Finding the core of your story and how to structure everything around it
o Writing for the web vs. print vs. social

Writing that delivers on the Comms Strategy
o Understanding the purpose of news/social/PR/internal content within the comms strategy
o How to build an editorial strategy & content plan
o How to segment your different audiences, and why this is important
o Building a reusable “storyline”: Turning audience and content plans into a “cheat sheet” for every piece of content
o How to turn the business strategy into a compelling narrative for all audiences
o How to measure results of news/social/PR/internal content

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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.

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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.

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