This one-day workshop explores the creation and implementation of comprehensive communications strategies, programs and initiatives.

• The strategic role of communications in any organization, and the proper role of communications practitioners in the strategic-planning and decision-making functions of the organization.
• The theory and practice of persuasive communications: The most effective way to engender and reinforce public attitudes and perceptions.
• What a strategic communications plan should contain.
• Producing a communications strategy and program: The Six-Step Critical Path:
• Identify and analyze corporate and communications goals and objectives - going beyond the "mission statements" and "visions" to find out what the organization is really about and what really matters.
• Define, identify and analyze key internal and external publics - figuring out what your publics perceive and believe and finding the "coincidence of self-interest" that will enable your key publics to attain their own goals and objectives by acting in ways that will help your organization attain its goals and objectives.

1. Identify and analyze communications opportunities - discovering the things that are going on within your organization that you ought to communicate to your key publics: Issues Management and Crisis Communications.
2. Develop the messages - that is, the attitudes and perceptions - you want to instill in your publics and identify the key points - that is, the particular facts, interpretations or arguments - that will convey those messages.
3. Identify and implement the communications tools and activities that will best convey your messages and key points to your desired audience. Among these are brochures, flyers, newsletters, employee publications, staff meetings, Web sites, e-mails, faxes, financial statements, special events, speaking platforms, news conferences, news releases and articles, editorial board meetings, advertising, sponsorships and donations, contests, public hearings, public demonstrations and partnerships.

• Regularly evaluate the effect your communications initiatives are having on your key publics

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