Description

Digital revolution obliges, companies are forced to adapt and transform more and more quickly. The role of the communications manager evolves with these changes. It is no longer just a matter of producing planned and controlled messages but of engaging in a conversation with the company's audiences, while being a guarantor of the company's image and values. To succeed, the communications manager must demonstrate rigor, agility, listening and teaching skills. Ambassador of the transformation, he must generate the commitment of his internal and external contacts. Three major issues guide it: giving meaning, embodying the company's strategy and allowing internal and external stakeholders to get involved in the transformations; facilitate relationships of cooperation and trust between internal and external actors; contribute to the development of the activity by implementing on and off line communication tools and techniques. From the development of the communications plan to the deployment of actions, communication will no longer hold any secrets for you. This training cycle for the Communication Manager, in the age of social networks, provides all the tools to become the preferred partner of general management and operational staff. You have the techniques to analyze the communication challenges for your company, choose the right levers, carry out external and internal communication projects in the field, manage agencies and measure the results of your actions.

Who is this training for ?

For whom ?

Communications manager new to the role. Responsible for internal, external or global communications. Manager or communications project manager.

Prerequisites

None.

Training objectives

Develop a clear vision of the challenges of communication in the age of digital transformations

Build a communication strategy

Acquire the methodology to establish a diagnosis and build a communication plan

Design and evaluate communication actions

Find your way in the panorama of communication tools

Choose and manage external service providers

Strengthen your oral effectiveness

Training program

• Situate the role of corporate communication and the communication manager at a time of transformation
  • Issues, territories and communication players in a changing world: the keys to building a map of stakeholders.
  • Missions, profiles and skills of the communication manager, coach transformations.
• Conduct a communication audit to adjust your communication
  • Methods for collecting information (qualitative surveys, questionnaires, projective methods, e-reputation, etc.).
  • The choice of relevant tools to identify communication needs.
  • The keys to a successful audit.
• Make the communication plan a tool for transformation
  • The choice of framing tools: action plans and/or communication plan.
  • The method and steps for developing and constantly adjusting your communication plan.
  • Define and articulate axes, objectives, targets, messages and tools to anticipate the evaluation phase.
  • Build a dashboard to manage the implementation of actions.
• The new influencers
  • The practices generated by social networks (new uses and new actors).
  • Principal a public relations policy on the web (how to identify communities, how to develop your presence on the networks social media, how to generate engagement).
  • The keys to building an effective editorial line
• The keys to public relations
  • Rules and practices for relations with the media.
  • Choose the tools according to the objectives and targets (events, press relations, sponsorship, lobbying, social networks, etc.)
  • Methodology and key steps to mount and leverage an internal or external event.
• Make employees ambassadors of the company (employee advocacy)
  • The challenges and tools of internal communication.
  • Creating and leading a community of ambassadors.
  • Scenario The essential: The key questions for guarantee the consistency of the brand image internally and externally
• Remote activities
  • To discover a subject related to your training: a video 'Responsible communication'.
• Manage crisis communication
  • Tools to anticipate and deal with the crisis (crisis unit, manual, ghost site, procedures, bible, etc.).
  • The role of spokespersons and the community managing in a crisis situation: how to prepare the language elements, which attitudes and words to favor?
  • Strategies for managing crises and learning from them
• Managing communications agencies
  • Define the criteria for choosing agencies and service providers.
  • Define the rules of collaboration.
  • The keys to writing an effective brief.
• Identify the essentials of image rights
  • Intellectual property (literary and artistic property, industrial property).
  • Copyrights.
  • Image rights in the age of social networks .
• Support your oral communication projects
  • Manage your stage fright, work on your posture and presence.
  • Get your essential message across.
  • Scenario The essential: Attitudes and tools for anticipate, manage and act in an increasingly uncertain world
• Remote activities
  • To discover a subject related to your training: an e-learning module 'Adapt your message successfully'.
  • To learn the contributions of an expert on a theoretical point or practical: an expert 'The 3 key tools of the Communication Manager' .
  • sAssessment of acquired knowledge