Course Objective & Scope
Many technically sound strategies and transformation initiatives stall because they are not communicated in the right frame for each stakeholder group. This course treats communication as a strategic alignment discipline rather than a one-off announcement: audience mapping, building a core Message House, adapting framing for executives, cross-functional peers and frontline teams, and communicating transparently through change and uncertainty.
Working on a live initiative from their organisation, participants produce a message architecture, a stakeholder communication matrix and rehearse objection handling.
Who Should Attend?
- Department managers, directors and programme/product leaders
- Internal transformation, strategy and change management leads
- Team leads who need to align multiple functions around shared goals
- No technical prerequisites
Key Takeaways
- Move from broadcasting information to strategic communication designed to shift decisions and behaviour
- Reframe messages around each stakeholder group's core incentives (WIIFM) and risk concerns
- Construct a Message House linking an overarching thesis to three pillars and proof points
- Lead clear, trust-building communication during periods of change, restructuring or shifting priorities
- Anticipate and neutralise stakeholder objections before high-stakes alignment meetings
Curriculum
From Broadcasting Information to Strategic Alignment
- Defining communication intent: Think, Feel, Do outcomes
- Why strategic messages degrade as they cascade across organisational layers
Audience Analysis and Stakeholder Empathy Mapping
- Decision filters of C-level executives, cross-functional peers and frontline teams
- Surfacing unspoken concerns, incentives and competing priorities
The Message House and Framing Techniques
- Building a roof message, three supporting pillars and concrete proof points
- Using risk-mitigation, opportunity and shared-mission frames intentionally
Communicating Through Change, Ambiguity and Resistance
- Rules for credible communication when not all answers are known yet
- Objection-handling simulation: turning pushback into joint problem-solving
Strategic Communication Plan and Case Workshop
- Designing a multi-touchpoint communication rollout for an internal initiative
- Delivering and refining a 3-minute alignment pitch
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Ending slide-reading with Assertion-Evidence slide design, strong opening and closing hooks, delivery rehearsal and mastering tough Q&A sessions through bridging and objection handling.
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Using Claude, ChatGPT, Microsoft 365 Copilot and AI deck tools for executive summaries, SCQA storylines, slide drafting, stakeholder persona simulation and Q&A prep without generic AI prose.
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