Advocacy, Messaging and Positioning

Description

Advocacy, Messaging and Positioning is a one-day advanced-level training course. It covers how to developing punchy and resonant messages that define a strong position and support persuasive communications. Topics include practical approaches to message creation, stakeholder alignment and how to roll out positioning through communication channels. You will learn why and how some messages are more powerful than others by evaluating linguistic techniques, narrative structures, proof points and framing techniques.

This course covers the following modules:
Practical tools for powerful messaging
Effective positioning for stakeholders
Using proof and persuasion to drive messaging
Leveraging communication channels
Who should attend?
This is an intermediate-level course designed for executives and communicators who need to engage with governments, legislators and politicians for work. Learning is pitched at a level to help you to synthesise best practice and direct strategic implementation.

This course is recommended for managers tasked with overseeing strategic government and public affairs, whether directly or having hired a consultancy.

Learning outcomes
After this course, you will be able to:

Understand the underlying principles of strategic messaging
Define the characteristics and ingredients of strong messaging strategies
Generate messages systematically using a range of tools
Tailor positioning to stakeholder expectations and perspectives
Substantiate and illustrate positioning for further impact
Deploy messaging consistently and effectively across channels and over time
Course overview
Practical tools for powerful messaging
This module covers how to focus and distil complex or nuanced ideas into clear messages that will drive effective communications.

Understanding the fundamentals of strong messaging
Creating messages for your organisation
Case studies and messaging workshops
Effective positioning for stakeholders
This module covers how to tailor messages to the needs of particular stakeholder groups.

Using message development tools to focus on stakeholders’ needs
Aligning interests of your organisation with your stakeholders
Understanding how to position your organisational goals with the public interest
Using proof and persuasion to drive messaging
This module covers how to use facts, proof, stories and emotional appeal to make messages relevant, memorable and convincing.

Providing proof to make messages credible
Understanding the power of framing messages
Using language techniques to amplify the power of your message
Putting a narrative and values in to your message
Leveraging communication channels
This module covers how to deploy positioning consistently and effectively across multiple communication channels and over time.

Evaluating the effectiveness of different communications channels
Harnessing new media and social media
Understanding channel segmentation to maximise the impact of communications