SCM1: Strategic Planning and Outcomes (Melbourne)

Master the blueprint for strategic communication excellence.

Course description:

In this two-day Strategic Communication management (SCM) course, you’ll learn how to design and execute strategic communication that delivers measurable outcomes. From aligning with organisational goals to assessing the impact of your initiatives, this program equips you with the tools and frameworks needed to drive success. Perfect for professionals eager to master the art of strategic planning, this course will empower you to create communication that is not just effective but transformative.

What to expect:

• Become the go-to expert in crafting communication that delivers real business results.
• Seamlessly connect your communication efforts to key organisational goals, making your impact undeniable.
• Develop and use robust metrics to clearly demonstrate the return on investment of your communication initiatives.
• Gain deep insights into what truly drives audience value in today's dynamic communication landscape.
• § Boost your credibility and perceived value within the organisation, positioning yourself as an indispensable strategic partner.

Who should attend:

This course is designed for communication professionals in strategic, corporate, internal, external, corporate affairs, or public relations roles. It’s perfect for those at any career stage looking to sharpen their strategic communication expertise and achieve impactful business outcomes.

Career Level: Foundation, Generalist/Specialist, Strategic Advisor

Course outline:

Day 1

Overview of the strategic communication planning process

• Understand the needs of the business
• Align communication strategy with business needs
• 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

• How to define and effectively segment audience groups
• How to analyse audience characteristics, why it’s important and how the analysis influences strategic direction

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 your impact on others and the value of collaboration
• Build your personal brand

Provide insight into 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)

About the trainer

Adrian Cropley OAM, FRSA, IABC Fellow, SCMP, GCSCE

Co-Founder, Centre for Strategic Communication Excellence

A certified strategic communication management professional and past global chair of the International Association of Business Communicators (IABC), Adrian Cropley is widely recognised as one of the world’s foremost experts and consultants in strategic communication. With a career spanning over 35 years, Adrian has worked with clients worldwide, including Fortune 500 companies, on major change communication initiatives, internal communication reviews and strategies, professional development programs, executive leadership, and coaching. At the IABC he implemented the IABC Career Road Map, kick-started a global ISO certification for the profession and developed the IABC Academy. Adrian pioneered the Melcrum Internal Communication Black Belt program in Asia Pacific and ran that program for over 10 years. He is a sought-after facilitator, speaker, author and thought leader. He has been a keynote speaker and workshop leader on strategic and change communication at international conferences in Canada, the U.S., Europe, the Middle East, Malaysia, Singapore, China, India, Hong Kong, Thailand, New Zealand and Australia. He has received several awards, including the International Gold Quill Awards for communication excellence and is a two-time recipient of the Rae Hamlin. Adrian is chair of the Industry Advisory Committee for the RMIT School of Media and Communication as well as a non-executive board member with several organisations. In 2017, he was awarded a Medal to the Order of Australia, one of the highest national honours, for his work in professional communication and youth development.

Sia Papageorgiou FRSA, FCSCE, SCMP

Co-Founder, Centre for Strategic Communication Excellence

Armed with an impressive collection of more than 50 awards for strategic communication excellence and leadership, Sia Papageorgiou is dedicated to elevating the value and visibility of communication professionals, empowering them to become trusted, strategic, and in-demand advisors. She is a certified strategic communication management professional (SCMP), a Fellow of the Royal Society for the encouragement of Arts, Manufactures and Commerce, and past president of the Victorian chapter of the IABC. She’s also a former board director at IABC Asia-Pacific and past chair of the Global Communication Certification Council. In 2021, IABC Asia-Pacific named Sia Communicator of the Year and in 2022 she was awarded the prestigious IABC Rae Hamlin Award in recognition of her exemplary service in advocating the Global Standard of the Communication Profession and evangelising the power and possibility of communication. The GovComms Institute, a global platform for government communication professionals, named Sia, “one of the superstars of the communication profession.” With every initiative she leads, every team she trains, and every professional she coaches, Sia continues to set the gold standard for strategic communication excellence, inspiring others to reach their highest potential.