Certificate course in Strategic Communications  

Duration: 24 hours 

Mode: Hybrid; Spread over six weeks

​

Class size: 15-25 

This course will focus on a range of topics aimed at providing participants with the knowledge and skills needed to develop and implement effective communication strategies that support organizational goals and objectives: 

​

• Foundations of Strategic Communication: An overview of the principles, theories, and models of strategic communication, including its role in achieving organizational success. 

​

• Strategic Planning: Techniques for developing communication strategies aligned with organizational goals, target audiences, and key messages. 

​

• Audience Analysis: Methods for identifying and understanding target audiences, including their demographics, preferences, needs, and behaviors. 

​

• Message Development: Crafting clear, compelling, and consistent messages that resonate with target audiences and support organizational objectives. 

​

• Communication Channels and Tools: Exploration of various communication channels and tools available for strategic communication, including traditional media, digital media, social media, and interpersonal communication. 

​

• Integrated Communication Campaigns: Planning and executing integrated communication campaigns that leverage multiple channels and tactics to achieve specific objectives. 

​

• Media Relations: Techniques for building relationships with journalists, pitching stories, managing media inquiries, and securing media coverage to enhance organizational visibility and reputation. 

​

• Digital Communication Strategies: Utilizing digital platforms and tools effectively for strategic communication, including website development, social media marketing, email campaigns, and online advertising. 

​

• Crisis Communication: Preparation for managing communication during crises or emergencies, including crisis planning, message development, spokesperson training, and reputation management. 

​

• Evaluation and Measurement: Methods for assessing the effectiveness of communication strategies and campaigns, tracking key performance indicators, and using data to inform decision-making and refine strategies. 

​

• Ethics and Professionalism: Discussion of ethical considerations in strategic communication, including honesty, transparency, respect for privacy, and adherence to professional standards and codes of conduct. 

​

• Leadership and Change Communication: Strategies for communicating effectively with internal and external stakeholders during times of organizational change, including leadership transitions, mergers, acquisitions, and restructuring.