Centre for Strategic Communication Excellence

Professional development

Our professional development programs are based on global best practices and aligned with the Global Standard of the Communication Profession and Career Paths of the Communication Professional defined through extensive research by IABC volunteers, and work completed by the Global Alliance for Public Relations and Communication Management.

Continuing Professional Development (CPD) Credits

Continuing Professional Development (CPD) credits are available for all courses delivered by the Centre for Strategic Communication Excellence. Credits are used toward the maintenance of certification or accreditation.

Global Communication Certification Council (GCCC)
Communication Management Professional (CMP) and Strategic Communication Management Professional (SCMP)
Ten (10) points per 8 hours attendance to a limit of twenty 20 points per event or course.

Canadian Public Relations Society (CPRS)
Communication Management Professional (CMP) and Accredited Public Relations professional (APR)
Seminars and continuing education programs: 10 days (2 weeks) 6.0 units, 5 days (1 week) 3.0 units, 2 ½ days 1.5 units, 1 day 1.0 units ½ day (up to) 0.5 units.

Public Relations Society of America (PRSA)
Communication Management Professional (CMP) and Accredited Public Relations professional (APR)
Seminars and continuing education programs: One day is 2 points and one hour to a half day is 1 point.


Please refer to our current Training Calendar for training dates and registration. You can also download our course brochure here.

  • Measure What Matters

    Measure What Matters

    Length:
    One-day classroom, four weeks virtual (one and half hours per week)

    Level:
    Mid-to-senior level

    Certificate:
    Research and Measurement.

    Communication research and measurement are fundamental inputs and outputs to developing communication strategy and delivering business results. Learn how to use research to inform strategy and how to measure the impact of your work.


    Upon completion of this course you’ll be able to:
    • Benchmark your current state across internal and external communication
    • Explore a variety of research methodologies and determine the effect your key messages have on stakeholder awareness, understanding and behaviour
    • Analyse the information you gather and use it to inform your strategies
    • Use insights to deliver measurable results and demonstrate the impact of your work

    Course outline:

    Research as input to strategic communication planning

    • Explore best practices in research and measurement
    • Explore methodologies, internal and external research, leading and lagging indicators
    • Learn where to get the data and how to measure to create meaningful benchmarks

    Build your measurement approach and plan

    • Analyse the data against business and audience needs
    • Explore qualitative, quantitative and observational measures
    • Segment and analyse audiences
    • Establish measurable outcome and output based objectives

    Measure your effectiveness and create insight for the business

    • Turn your measures into meaningful business results
    • Create dashboards for your executive team
    • Use research insights to inform strategy and drive business success

    Conduct internal and external audits

    • Conduct an internal and external communication audit
    • Learn what to measure and how to measure it
    • Conduct a social media audit

    Is this course right for you?

    This is an essential course for managers, advisors, officers and consultants responsible for internal communication, public relations, public affairs, media relations, digital/online engagement, external relations, stakeholder engagement, social media, marketing/campaign management, content creation/management or publications/editorial

    In-house training

    Deliver this course how you want, where you want, when you want for 5+ employees. Talk to us about our in-house and customised solutions

  • Strategic Communication Management 1

    Strategic Communication Management 1: Communication Professional

    Length:
    Two-day classroom

    Level:
    Competent level transitioning to mid to senior levels

    Certificate 1:
    Strategic Communication Management

    This course teaches communication professionals how to plan and implement communication initiatives grounded in business thinking that add greater value to stakeholders and deliver business results. From analysing the business environment to defining needs, segmenting audiences and delivering measurable outcomes, you will walk away with the tools and techniques to build your credibility as a trusted communication professional.


    Upon completion of this course you’ll be able to:
    • Build alignment between business needs and communication outcomes
    • Know the elements of a strategically focused communication plan
    • Develop a clear understanding of what drives value for stakeholders and increase your perceived value within the organisation
    • Explore best practices, principles, processes and implementation elements designed to equip you with the knowledge and expertise to deliver business results
    • Analyse the business and communication environments to understand how that affects your plan
    • Develop research-based measurable objectives that deliver business outcomes
    • Identify, segment, and analyse audience characteristics that inform your strategic planning
    • Harness the power of preferred communication channels and connect with audiences at an emotional level
    • Deliver tactical implementation on multiple levels through multiple channels with a consistent, meaningful voice
    • Measure the effect of your work

    Course outline:
    Day 1

    Overview of the Strategic Communication Planning Process

    • Understand the needs of the business
    • Align communication strategy with business needs
    • The difference between strategy and taking a strategic approach
    • The steps in strategic communication planning

    Defining business needs

    • Why it’s important to align your approach with business needs and how to take a brief from an internal customer
    • How to convert a business need into a communication outcome

    Setting SMART objectives aligned with business goals

    • The difference between goals, objectives and tactics
    • The difference between an output and outcome objective
    • Align objectives with business needs
    • Set measurable objectives

    Defining your measurement approach

    • Output versus outcome measures
    • The difference between quantitative, qualitative and observational research
    • How to set a measurement approach

    Audience segmentation and analysis

    • Segment your audience – why one size doesn’t fit all
    • Discover what the audience wants and how best to connect with them
    • Align the audience analysis with the business need
    Day 2

    Developing key messages

    • Why key messages are important
    • How to develop clear key messages
    • Explore and understand the need to create message maps to bring messages alive

    Tactical Implementation

    • How to use audience insight and messages to inform tactical planning
    • How to determine the right channel mix to achieve results

    Measuring the impact of your communication strategy and defining ROI

    • How to effectively measure results against objectives and define ROI
    • Explore example dashboards

    Personal brand

    • The essential qualities of a successful communication professional
    • Understand impact on others and the value of collaboration
    • Build your personal brand

    Provide insight to your organisation and demonstrate your value

    • How to demonstrate value by providing insight at every stage of the process
    • Use insight to provide more opportunities for communication
    • Discover where and how you add value and look at where you spend your time (time/value audit)
    Is this course right for you?

    This is an essential course for those aspiring to excel in their careers in internal communication, corporate communication or external relations and those who wish to build their knowledge in sound strategic communication planning.

    In-house training

    Deliver this course how you want, where you want, when you want for 5+ employees. Save up to 60% for 7+ employees. Talk to us about our in-house and customised solutions.

  • Strategic Communication Management 2

    Strategic Communication Management 2: Strategic Advisor

    Length:
    Two-day classroom

    Level:
    Competent level transitioning to mid to senior level

    Certificate 2:
    Strategic Communication Management

    This course takes the communication professional on a journey into more detailed aspects of the profession and offers advanced communication planning and implementation. We explore communication audits and other research methodologies and teach you about advanced stakeholder analysis and management. Continue to build your value as a strategic advisor as we explore how you influence the business and the people around you. Build your listening, advising and insight abilities with a number of useful tools and templates. The course covers a multidisciplinary approach to communication and includes a number of useful tools and templates that will help to focus your thinking and planning.

    This course continues to build your value as a strategic advisor as we explore how you influence the business and the people around you. Build your listening, advising and insight abilities with a number of useful tools and templates. The course covers a multidisciplinary approach to communication


    Upon completion of this course you’ll be able to:
    • Step up your strategic approach 
    • Understand the changing stakeholder environment 
    • Understand and develop your leadership capability 
    • Build great relationships and get the best out of people 
    • Step up your consulting skills 
    • Influence others 
    • Build your strategic advisory skills

    Course outline:
    Day 1

    Stepping up your strategic approach

    • Advising the business using the client relationship model
    • Let research inform your strategy, insight, audit and stats
    • Using insight to inform the business and increase your value

    The changing stakeholder environment

    • Stakeholders/audience in a connected world, a new approach to strategic communication
    • State of trust and the context of relationships
    • Using audience insight to inform your strategy

    Understanding and developing your leadership capability

    • Exploring your leadership profile and the profile of others you work with
    • How to continue building strong relationships and influence others using some leadership tools
    Day 2

    Building great relationships and getting the best out of people

    • Emotional intelligence and the emotional competence framework
    • Coaching skills, giving and receiving feedback
    • Having tricky conversations

    Stepping up your consulting skills

    • Three levels of listening
    • The power of questions
    • Taking the brief and understanding how to use this insight to inform your approach and three minute drill

    Influencing others

    • Understanding others, the various viewpoints
    • Power of influence using Egos, Logos and Pathos
    • Working with difficult people

    Building your strategic advice

    • Understand why people come to you for advise and how you build your value
    • Be seen as the strategic advisor or trusted business partner in your organisation
    • Keep people coming back on the value added stuff and where you can make the biggest impact on driving the business 
    Is this course right for you?

    This course will be of interest to those currently occupying middle management positions with at least five years’ experience, who are preparing to advance to a more senior leadership level.

    In-house training

    Deliver this course how you want, where you want, when you want for 5+ employees. Save up to 60% for 7+ employees. Talk to us about our in-house and customised solutions.

  • Strategic Communication Management 3: Business Leader

    Strategic Communication Management 3: Business Leader

    Length:
    Two-day classroom

    Level:
    Senior level

    Certificate:
    Strategic Communication Management

    This course is designed for communication professionals who currently occupy, or want to occupy senior leadership roles within organisations, and those who want to gain a better understanding of business strategy


    The Business Leader course builds on senior communication knowledge and skills, providing additional development for change management, negotiation and influencing skills, advanced strategy planning, budgeting and financial management and coaching skills.

    Is this course right for you?

    This course will be of interest to those with a number of years of experience in the communication profession who occupy senior roles.

    In-house training

    Deliver this course how you want, where you want, when you want for 5+ employees. Save up to 60% for 7+ employees. Talk to us about our in-house and customised solutions.

  • Effective Change Communication

    Effective Change Communication

    Length:
    One-day classroom, four weeks virtual (one and half hours per week)

    Level:
    Mid to senior level

    Certificate:
    Change Communication Professional

    Change and the associated risks to productivity, reputation and key relationships can have a significant impact on business. Managing communication throughout the transition is critical to success. This course will help you understand the context and psychology of change and build a strategy that engages people.


    Upon completion of this course you’ll be able to:
    • Understand the context and psychology of change and its impact on people 
    • Explore the factors associated with change resistance
    • Learn practical tips, and gain access to tools, processes and models
    • Identify and engage with various stakeholder groups in a planned way
    • Understand the strategic approach to change communication 
    • Understand the role of leaders and how to build their change competencies 
    • Understand and measure the impact of change on the business

    Course outline:

    The context and psychology of change

    • Learn how to segment stakeholders during change
    • Develop the best plan to engage and manage various audience groups
    • Develop a stakeholder management plan

    Working with stakeholders in change

    • Learn how to segment stakeholders during change
    • Develop the best plan to engage and manage various audience groups
    • Develop a stakeholder management plan
    • Discover where you can add the most value

    The role of leaders in change

    • Understand the leader’s role in change and how to support them
    • Build change competence within your organisation
    • Create a measurable change plan

    Is this course right for you?

    This is an essential course for managers, advisers, officers and consultants responsible for internal communication and stakeholder engagement.

    In-house training

    Deliver this course how you want, where you want, when you want for 5+ employees. Talk to us about our in-house and customised solutions.

  • Advanced Leadership Skills for Communication Professionals

    Advanced Leadership Skills for Communication Professionals

    Length:
    Two-days classroom

    Level:
    Mid-to-senior level

    Certificate:
    Advanced Leadership Skills for Communication Professionals

    Explore the demands of communication leadership and the skills and attributes needed to lead an effective team and achieve key organisational outcomes. During the course you will be helped through some of your specific challenges. Expect to walk away with solutions, tools and techniques and have fun in the process.


    Upon completion of this course you’ll be able to:
    • Identify and develop your existing leadership qualities
    • Develop strategies for leading a high performing team
    • Build collaborative working relationships
    • Increase your influence to become a strategic leader
    • Maximise your personal leadership potential
    • Position yourself for success

    Course outline:
    Day 1

    Understand your personal leadership style

    • Learn the characteristics and behaviours of effective leaders
    • Review the manager versus leader inventory
    • Explore personal strengths and areas for growth

    Understand and develop your leadership capability

    • Explore your DISC profile and the profile of others you work with
    • Learn how to continue building strong relationships and influence others
    • Explore the four competencies of leadership

    Build a cohesive and high performing team

    • Discover the attributes of a high performing team
    • Define teams and explore the Parker Team Player Survey
    • Learn how to meet needs and motivate your team

    Build great relationships and get the best out of people

    • Gain insights into emotional intelligence and the emotional competence framework
    • Develop your coaching skills and how to give and receive feedback
    • Explore how you influence others
    Day 2

    You and your team as influencers and strategic advisers

    • Understand why people come to you for advice and how to build your value
    • Be seen as a strategic adviser and trusted business partner in your organisation
    • Keep people coming back for value-added work

    Develop a consultative approach to demonstrate your value

    • Understand what it means to take a consultative approach
    • Learn how to earn the right to consult
    • Conduct a contracting conversation

    Build trust and influence your key stakeholders

    • Work through trust and the trust equation
    • Know how you influence and build your toolkit
    • Deal with difficult people and situations

    Develop your leadership action plan

    • Develop a plan to enhance your leadership potential
    Is this course right for you?

    The course will be of interest to those currently occupying middle management positions with at least five years’ experience, who are preparing to advance to a more senior leadership level.

    In-house training

    Deliver this course how you want, where you want, when you want for 5+ employees. Save up to 60% for 7+ employees. Talk to us about our in-house and customised solutions.

  • Branding For Business Results

    Branding For Business Results

    Length:
    One day classroom

    Level:
    All career levels

    Certificate:
    Branding for Business Results

    Does your brand reflect your organisation’s values, ethics, customer and employee promises and product and service offerings? Your brand influences business results, revenue and profit, so make sure it’s telling the right story. This course will help you understand the branding process across internal, external and marketing communication disciplines. You will also learn how to make your brand unique in its category.


    Upon completion of this course you’ll be able to:
    • Create a strategic brand identity that aligns with corporate values, audience expectations and business needs
    • Create and maintain top-of-mind awareness
    • Grow your employees as brand ambassadors
    • Develop a quarterly measurement plan

    Course outline:

    Understand the anatomy of a brand

    • Look at brand strategy, promise (customer value proposition), positioning, personality, identity, reputation and equity
    • Learn how valuable brands got that way and how big mistakes affected prominent brands and their business results

    External communication management

    • Discover how to make the brand unique in its category – emotional positioning
    • Create a strategic brand identity and learn how to create top-of-mind awareness and maintain it
    • Review external marketing communication strategies and the strategic communication hierarchy

    Internal communication management

    • Grow employees as brand ambassadors
    • Manage key internal stakeholders and get them on board
    • Align the brand with corporate values, audience expectations and business needs

    Measuring the brand strategy against results

    • Determine leading and lagging indicators
    • Measure brand attributes with the internal and external audience
    • Use research results to inform strategy and measurement plan

    Is this course right for you?

    This course is designed for a broad audience of marketing and non-marketing communication professionals and those who need to understand their critical role in delivering on the brand promise.

    In-house training

    Deliver this course how you want, where you want, when you want for 5+ employees. Save up to 60% for 7+ employees. Talk to us about our in-house and customised solutions.

  • Act Like An Agency

    Act Like An Agency

    Length:
    Act Like an Agency can be delivered as a one, two or three-day course, or any combination that suits your local audience. We also offer it as a virtual course.

    Level:
    Strategic Advisor

    Certificate:
    Communication Agency Professional

    The course is designed to increase the effectiveness of communication professionals by teaching them to think like agency executives, aligning business needs with communication solutions, focusing on audience needs, asking the right questions and delivering measurable results. It’s a short cut to be a trusted business partner and who doesn’t want that?


    Upon completion of this course you’ll be able to:
    • Build rapport, influence relationships and gain trust
    • Step up to the table with your communication expertise
    • Create a strong personal brand
    • Ask the right questions
    • Position your ideas and advice
    • Turn challenges into opportunities
    • Develop a business plan
    • Engage stakeholders in discussion and move them toward agreement
    • Ensure return on investment for communication activities

    Course outline:

    One day 'Boost your credibility by bringing business to your communication'. Download the brochure.

    One day 'Branding you, the team and selling in your ideas'. Download the brochure.

    One day 'Build your influence by delivering measurable value'. Download the brochure.


    Is this course right for you?

    The is an essential course for those wanting to develop a consulting mindset and teams of communication professionals transitioning to an agency model.

    In-house training

    Deliver this course how you want, where you want, when you want for 5+ employees. Save up to 60% for 7+ employees. Talk to us about our in-house and customised solutions.

  • Powerful Presentations

    Powerful Presentations

    Length:
    One-day classroom, four weeks virtual (one and half hours per week)

    Level:
    All career levels

    Certificate:
    Powerful Presentation Skills

    Deliver an authentic and engaging presentation that people actually want to listen to. Whether you’re speaking with a large audience or a small group of people, your ability to clearly communicate and influence awareness, understanding and support is critical. This course will prepare you to deliver messages, engage the audience and shift perceptions. There’ll be homework, coaching in the moment and lots of conversation, engagement and feedback on your work.


    Upon completion of this course you’ll be able to:
    • Identify and analyse your audience and their needs and expectations
    • Connect with individuals on an emotional and logical level
    • Use the power of three and neuro-linguistics to your advantage
    • Engage the audience with compelling visuals and meaningful language

    Course outline:

    Prepare

    • Know your audience and set the right objectives
    • Learn to use the power of three and chunking techniques
    • Develop compelling content that tells a story

    Produce

    • Learn the six Cs of great presentations and why they are important
    • Write with impact using active verbs and discover what words to use and not to use
    • Develop an interactive slide deck punctuated by compelling visuals

    Present

    • Discover how to be powerful, persuasive, personal and visual
    • Take your audience on a journey through your presentation
    • Prepare and present with style to drive the message home

    Is this course right for you?

    This is an essential course for those who are often required to present to colleagues or clients or to those who would simply like to become a more professional and effective presenter.

    In-house training

    Deliver this course how you want, where you want, when you want for 5+ employees. Talk to us about our in-house and customised solutions.

  • In-house Training

    In-house Training

    Whether your challenge is research and measurement, strategic planning, communicating change or something completely different we work with you to build exactly the right solution. Our courses can be delivered in-house and can be tailored to your exact needs. This means you save time away from the workplace and money spent on travel and accommodation. Plus, you can train multiple employees at the same time, in a familiar and relaxed environment, to ensure that everyone gets the most out of the training. Get in touch with us and let’s talk about the possibilities.


    Please contact us to discuss your needs.


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