An Interactive 10-Day Training Course
Facilitating Change through Effective Communications
Transforming your Corporate Communication Toolbox
Course Overview
This GLOMACS training course on Facilitating Change through Effective Communications provides an opportunity for the communications practitioner to re-calibrate and define a different path towards achieving effective corporate communications in a world of rapid change. It forces a rethink of how to align purpose with outcome using the myriad channels available in this connected world.
Module 1, Mastering Corporate Communications is designed to renew the practitioner’s tool kit and upgrade the range of skills needed to win the communications battle. The worlds of public relations, corporate communications and marketing have collided to create new and different operating norms with new rules and roles. It is therefore imperative that practitioners in the communications space rethink their approach to public relations, corporate communications and marketing.
Module 2, Corporate communications redefined will help practitioners align communications strategy to organizational imperatives and move from focusing on tactics to developing and implementation communications strategy. It will take the practitioner along the journey from research and planning to programme implementation while recognizing the importance of corporate communications in delivering on corporate objectives.
The highlights of the 10-day training course are as follows:
- The new rules of marketing and communications
- The use of social media to reach specific target audiences
- How to create content that sticks?
- Aligning communications and organizational goals
- Identifying and strengthening internal gaps
- Measurement and evaluation
- Designing the next iteration
Modules
This training course is split into two modules:
Module I - Mastering Corporate Communications
Module II - Corporate Communications Redefined
Each module is structured and can be taken as a stand-alone training course; however, delegates will maximise their benefits by taking Module 1 and 2 back-to-back as a 2-week training course.
Training Outline
Module 1: Mastering Corporate Communications
DAY 1: The New Rules of Marketing and Communications
- The Digital Revolution and Today’s Media Environment
- The Revolution in Consumer Behavior
- The Psychology of Persuasion
- Public Relations, Communications and Marketing Trends
- Key Skills for Communicators and Marketers
- A Problem-solving Approach to Communications
DAY 2: Stakeholders, Segmentation and Personas
- Stakeholder Analysis and Mapping
- Segmenting Your Audiences
- Creating Audience Personas
- Connecting with Stakeholders – multi-channel communications
- Personalisation
- Communications and Customer Journeys
DAY 3: Convergence of Social and Traditional Media
- Influencer Marketing
- Champions and Opinion Formers
- Thought Leadership and Blogging
- Search Engine Marketing
- Use Experience
- Integrated Media Relations
DAY 4: Creating Content that Works
- Creating a Message House
- Storytelling and Identity
- Corporate Identity, Tone and Style
- Content Calendars and Evergreen Content
- Videography and Viral Content
- Podcasting as Marketing
DAY 5: Evaluation, Analysis, Planning and Strategy
- Output - Out-take and Outcomes - a systematic approach to evaluation
- The Planning Cycle
- Evidence-based Analysis
- The Placemat Approach to Strategy
- Planning and Corporate Strategy
- SMART Objectives and KPIs
Module 2: Corporate Communications Redefined
DAY 6: Aligning Communications and Organizational Strategy
- What’s our WHY?
- Issues, Risks & Crisis Evaluation
- The Competitive Environment
- Integrating the Communications Spend
- Alignment of the Communications Strategy
DAY 7: Identifying and Strengthening Internal Gaps
- Rethinking the Internal Mandate
- Reducing the Gaps
- Cross Cutting Implementation Strategies
- The Communications Plan
- Taking Stock of Performance
DAY 8: Implementation Strategy
- Developing the Master Plan
- Matching Scenarios to Audiences
- Prototyping the Solutions
- The Socializing Process
- Audience Centred Engagement Strategies
DAY 9: Measurement and Evaluation
- Identifying the Needles to Move
- Back of the Envelope Evaluation
- Deep Dive Evaluation
- Strategy Driven by Feedback
- Assessing the Impact
DAY 10: Designing the Next Iteration
- Developing the Message Strategy
- Identifying an Adoption Strategy
- Aligning with Change Makers
- Building in Flexibility
- Key Take Aways
Certificates
- On successful completion of this training course, GLOMACS Certificate will be awarded to the delegates
- Continuing Professional Education credits (CPE) : In accordance with the standards of the National Registry of CPE Sponsor, one CPE credit is granted per 50 minutes of attendance
Accreditation
GLOMACS is registered with NASBA as a sponsor of Continuing Professional Education (CPE) on the National Registry of CPE Sponsors. NASBA have final authority on the acceptance of individual courses for CPE credit. Complaints regarding registered sponsors may be submitted to the National Registry of CPE Sponsors through its website: www.learningmarket.org.
All Training Seminars delivered by GLOMACS by default are eligible for CPE Credit.
Providers and Associations
About Saudi Glomacs
At Saudi GLOMACS, we specialize in delivering world-class training courses in Saudi Arabia and across various international locations. Our training courses are tailored to meet the unique demands of Saudi Vision 2030 and the Human Capability Development Program, focusing on empowering Saudi citizens and enhancing workforce skills. We offer diverse courses spanning leadership, management, engineering, and technical disciplines to cultivate expertise and drive professional growth. Our flexible learning options—whether in-person, online, or in-house—ensure accessibility and convenience for individuals and organizations alike.
With over 30+ years of experience through the GLOMACS global network, we are committed to delivering innovative, results-driven training solutions. Our expert instructors combine industry knowledge with dynamic teaching methods, fostering practical skill development and long-term career success. By choosing Saudi GLOMACS, you're investing in personal excellence and contributing to the Kingdom’s sustainable economic growth and vision-driven transformation.
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