Communications strategy training resources & FAQs

Thanks for registering for our event Get heard. Make impact – The art and science of strategic communication. We can’t wait to spend the day with you.

This page has all of the information you will need to prepare for the session, including:

  • Event details
  • Pre-event preparation
  • Agenda
  • Your questions
  • Resources

Event details

The event details are as follows:

Date: Tuesday, 28 May 2024

Time: 9:30am – 4:30pm

Location: Ainslie Arts Centre, 30 Elouera St, Braddon ACT 2612


Pre-event preparation

Before the session there are some key things you should reflect on to ensure you get the most out of it.

  1. Get focused!

You will be developing a communications strategy during our session, which means you need to know where you want to focus your attention.

What do you want the communications strategy to focus on? It could be for your whole organisation, a new project, an existing service or an initiative.

2. Gather your data and information

We will be talking about how to measure your communications efforts. To do that you will need to bring some information with you to get the most out of that activity. Think about:

  • What current data do you have on your communication channels?
  • Where are you already communicating? Many of your channels might even be giving you insights you don’t know about. If you are on social media channels such as Facebook or LinkedIn, they have built-in analytics that you can access.
  • Program or service data – don’t forget this is all about helping to achieve your organisations objectives.
  • Organisational information – find your corporate plan, strategic plan or business plan anything that will help you to identify your organisational goals.

We strongly suggest you gather any data and information you have, review it, and bring it with you to the session.

3. Know your people

We will spend a lot of time talking about who you need to communicate with.

Think about your key audiences and who they are. Do you have any information, data, or market research that tells you more about them? If not, it might be worth asking around your organisation beforehand to find out who uses your services at the moment.


The following is an overview of our session.

Estimated timeTopic
9:15Arrival ready to start
9:30Introductions and welcome  
10:00The Basics of communication strategy development 
What is strategic communication? What is it not? 
The difference between a plan & strategy  
The cycle of strategic communication  
Purpose & goals – knowing your why.  
10:30Environmental Scanning 
What is environmental scanning? 
Tools for environmental scanning: PESTLE Analysis and SWOT Analysis  
10:50Morning tea break
What is the strategy trying to achieve? 
Aligning communication to business objectives
The formula for writing a great objective
11:45Behavioural insights  
12:15Lunch break
12:45Identifying audiences 
Knowing your audience – who are they, what are they thinking, levels of understanding, what else is happening in their world.  
Telling your story
Developing a narrative
Identifying themes
2:15Channel identification
Taking a strategic approach 
Aligning tactics to audience needs  
Think about current and new channels. 
Putting it all together  
When is it happening? What do you need to consider? 
3:30Measurement and Evaluation 
What does success look like?
Why you need to monitor, adjust, evaluate and report
4:00Review your strategy
Time to review your work
4:20Final questions

Some questions you might have

Question: Where is best to park at the venue?

Answer: Ainslie Arts Centre has limited free on-site parking out the front. Free on-street parking is available in the surrounding areas, with some time-limited spots. The Canberra Centre Mall also has all-day parking and is a 15-minute walk away. Accessible parking is available at the venue.

Question: What should I bring on the day?

Answer: You will need to bring:

  • A laptop to be able to complete your communication strategy.
  • Water bottle
  • Any data about your current communication channels or information about your audiences.
  • A notepad and pen might be handy to write notes and brainstorm.
  • A positive attitude!

Question: Is lunch provided?

Answer: Yes, morning tea and lunch will be provided.

Please inform us of any dietary requirements before the day. If you did not provide your dietary requirements in your ticket registration, please email nikola@elmcommunications.com.au

Question: Do I need to print the training manual?

Answer: No, we will provide a copy on the day. We recommend having the communication strategy template open on your laptop, but if you prefer to go old school, please feel free to print a copy to bring with you.


We will be using some key resources throughout the day. Make sure to come back to this page closer to the day to download them!

Training workbook: This workbook goes alongside our training presentation. It includes definitions, diagrams and key points. It also has space for you to take notes and at the end of each section there are some resources that can you can use to find more information. We will provide a copy of this on the day.

Communication strategy template: This template will be used to craft your final communications strategy. Keep a copy to use in the future when you choose to update it. You will need to download a copy for the workshop.

Additional resources: We will be referring to the following resources during the training.