Description

This hands-on training will help you develop the right reflexes to effectively design your main communication materials. You will learn how to select the appropriate formats based on your objectives, understand the editorial specifics of each type of medium, and enhance the value of your content.

Who is this training for ?

For whom ?

• Anyone wishing to acquire skills to create communication materials.

Prerequisites

• No prior knowledge required.

Training objectives

Select communication channels best suited to your objectives

Define a coherent and targeted editorial line

Structure messages with clarity and conciseness

Assess the relevance and effectiveness of each communication medium

Training program

• Defining Positioning and Objectives: The Foundation of Design
  • Participants present their communication materials.
  • Identify the purpose of each medium: why create it, who is it for, and which format to choose? Understand the differences between internal and external communication. Define your target audience and their expectations.
  • Set the positioning and editorial line to establish your content territory.
  • Practical exercise: discussions on participants’ materials guided by the instructor.
• Applying Effective Writing Techniques
  • Define and develop a key message using the 5 Ws (Who, What, Where, When, Why) and the 2 Hs (How, How much).
  • Organize ideas clearly by priority.
  • Choose the appropriate structure depending on the medium: poster, brochure, newsletter.
  • Develop multiple layers of reading.
  • Select and format secondary information: boxes, tables.
  • Polish text presentation: headlines, lead-ins, subheadings, captions.
  • Practical exercise: write a short article based on a press kit and format a rewritten text.
• From Print to Screen: Understanding Digital Media Specificities
  • Explore the characteristics of digital platforms: computers, smartphones, tablets.
  • Understand reading habits and needs depending on the device.
  • Adapt and organize content for digital consumption.
  • Incorporate multimedia elements: videos, audio, interactive links.
  • Practical exercise: condense and enrich an article into a brief for a website.
• Engaging Readers and Enhancing Your Materials
  • Respect the graphic charter to maintain visual consistency.
  • Maximize impact through layout, typography, and colors.
  • Enhance visuals: selection, purpose, and editing.
  • Effectively present numerical data.
  • Practical exercise: analyze layouts from internal/external newsletters and brochures.
• Auditing Your Documents to Improve
  • Learn what to measure, for whom, why, and when.
  • Conduct quantitative and qualitative readership surveys.
  • Build a useful dashboard.
  • Practical exercise: define indicators tailored to each medium and create a monitoring dashboard.