Communications Strategy Masterclass – resources & FAQs

Pre-session preparation

Before session one, there are a few things to think about so you get the most out of the program.

1. Get focused

You will be building a real communications strategy across the three sessions, 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 a new project, an existing initiative, a policy, program or organisational priority.

Make sure you have picked one before session one. Working on something real is what makes this stick.

2. Know your people

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

Think about your audiences – who are you trying to reach, and what do you already know about them? Gather any information, data or research you have and have it handy.

3. Get set up

Download the workbook and the communications strategy template from the resources below before session one, and save your own copy of the template.

Join from somewhere you can talk and be heard. Camera on, if you can – there is small-group work in every session.

4. Protect the time between sessions:

Between each session we set a short structured activity to help you apply that step to your own work. Set aside around 30 minutes each week so you arrive at the next session ready to keep building.

What we’ll cover

Each session runs 12:00–2:00 pm AEST and mixes short bursts of theory with hands-on activities and small-group feedback. You’ll build your strategy in the template as we go.

Session one: the foundations

Friday 11 September

• Welcome and introductions
• The basics of communications strategy development – what strategic communication is and what it isn’t, the difference between a plan and a strategy, and the cycle of strategic communication
• Purpose and goals – knowing your why
• Environmental scanning – what it is and how to do it, using PESTLE and SWOT analysis
• Objectives – what your strategy is trying to achieve, aligning communication to organisational objectives, and how you’ll measure success
• Wrap-up and your between-session activity

Session two: audiences and messages

Friday 18 September

• Welcome back and check-in on your between-session activity
• Identifying and mapping audiences – who they are, what they’re thinking, their level of understanding, and what else is happeing in their world
• Messaging – what you want to say and what audiences need to hear
• Wrap-up and your between-session activity

Session three: making it happen

Friday 25 September

• Welcome back and check-in on your between-session activity
• Channel identification – aligning tactics to audience needs, and thinking about current and new channels
• Implementation – putting it all together. When is it happening, and what do you need to consider?
• Measurement and evaluation – working out whether it worked
• Review your strategy – time to review your work
• Final questions and where to next.

Some questions you might have

Do I need communications experience?

No. The masterclass is built for anyone who holds communication responsibilities – whether that’s your whole job or one part of it. We start from first principles and work up.

What do I need for each session?

• A laptop to join the session, and so you can work in the strategy template as we go.
• A quiet space where you can talk, with your camera on if possible.
• Any data about your current communication channels, or information about your audiences.
• A notepad and pen for notes and brainstorming.
• Your lunch and a water bottle – we run over the lunch hour.
• A positive attitude!

Do I need to attend all three sessions?

Yes, please. Each session builds directly on the one before, and you’ll be developing your own strategy step by step. Your ticket covers all three. If something comes up and you have to miss one, get in touch and we’ll work out how to get you caught up.

Is lunch provided?

Not this time – we’re online. Sessions run 12:00–2:00 pm AEST, so bring your lunch and eat while we work.

Do I need to print the workbook?

No. We’ll email you a digital copy before session one. We recommend keeping the communications strategy template open on your laptop, but if you prefer to go old-school, please feel free to print a copy.

What if I don’t have a project to work on?

Pick something real, even if it’s small – an initiative, a policy, a program, a campaign or an organisational priority. The strategy you build is yours to take away and use, so it’s worth choosing something you actually need to deliver.

Will the sessions be recorded?

These are working sessions built around discussion and small-group feedback, so we don’t record them. You’ll have the workbook, the template and your own strategy to take away.

Resources

We’ll use some key resources across the three sessions. Download them before session one, and come back to this page between sessions.

Training workbook: This workbook goes alongside our training presentation. It includes definitions, diagrams and key points, space for you to take notes at the end of each section, and pointers to further reading.

Communication strategy template: Use this template to craft your strategy across the three sessions. Download your own copy before session one and keep it open as we go – don’t forget to save it for future use.

Additional resources: We may refer to some of these during the masterclass.

Still have questions? Get in touch at hello@elmcommunications.com.au