About the course

Change starts at the top, and there is a whole industry devoted to helping senior executives navigate the challenges of leading organisational transformations large and small. But change succeeds or fails in the middle: in the way that strategy is translated into action, in shifts in behaviour, and in the emergence of new norms across the organisation. Leaders know (and are taught) that communication is crucial to achieving these changes, but, typically, they don’t really understand how. Communication still tends to be thought of as a subset of marketing and PR, with the job of simply keeping audiences up to date and feeling positive, describing the change rather than making it happen. But it’s much more than that: communication done right plays a major role in engaging and aligning all stakeholders, empowering them throughout the change journey so that they are active participants in its success. Whether you're shaping a single change or a broader transformation, this course gives you the tools to act right now, to bring senior leaders on board, and to plan ahead to create an adaptable, change-ready organisation.

Who the course is for

Change programme managers and sponsors in organisations who want to understand how communications can help their programmes to work and what they should be asking of their communications partners Chiefs of staff and corporate affairs directors who are the link between the leadership team and change communications lead, or who are leading the communications themselves Marketing and PR professionals who have been asked to take on a communications role and need to know how to go about it Communications professionals who want to refresh their skills, gain some new ideas, and discuss issues and problems with their peers Marketing and PR consultants who want to expand their skills and the services they can offer clients

What it covers

The course comprises short video presentations with quizzes to prompt further thinking, written content, downloadable frameworks to work on, and links to further reading The course itself is entirely self-directed and asynchronous. Binge the lot in one go or fit it in around your other commitments. The shape of the course follows the process of developing a communications strategy; so, while it does not tell you what to do, you can use it at every stage to challenge your thinking and consider other ways of approaching the problems you are addressing. Discussions are enabled to help everyone share and refine more ideas. The course will be updated regularly to incorporate new perspectives and concepts, and live sessions will be offered. 

What you'll learn

By the end of the course, you will have: • A playbook to create and implement a communications strategy for a change project that you are working on • Templates and frameworks that you can apply to any communications and/or change project, large or small • Strategies to network and build alliances with senior change advocates • Ideas for identifying and cultivating change champions to prepare the organisation to be change-ready, even if you are not involved in a change programme right now • Tactics for changing behaviour and creating a psychologically safe culture

Caroline Scotter Mainprize

I am a writer, editor, and communications consultant with over 30 years’ experience in change communications, typically working with complex international organisations in a range of sectors. In addition, as a writer and editor I have worked with leadership researchers from some of the world’s top business schools; and was for three years the Chief Editor of the Chief of Staff Association. This has given me further useful insights into change from the perspectives of the C-Suite and other key players in the organisation. It’s the gap between what leaders are being taught and what people in organisations need that was the motivation for this course.

Course structure

5 Chapters · 25 Lessons

  1. 1

    Preparing to launch

    1. Introduction Free preview
    2. (Included in full purchase)

      Great expectations

    3. (Included in full purchase)

      Maintaining morale

    4. (Included in full purchase)

      Who needs the vision?

    5. (Included in full purchase)

      Gaining support

    6. (Included in full purchase)

      Summary and conclusion

  2. 2

    The communications landscape

    1. (Included in full purchase)

      Introduction

    2. (Included in full purchase)

      Why context matters

    3. (Included in full purchase)

      Mapping the context

    4. (Included in full purchase)

      Categorise internal communications channels and tools

    5. (Included in full purchase)

      Building trust

    6. (Included in full purchase)

      Conclusion

  3. 3

    Understanding stakeholders

    1. (Included in full purchase)

      Introduction

    2. (Included in full purchase)

      Identification

    3. (Included in full purchase)

      Prioritisation

    4. (Included in full purchase)

      Try your hand at prioritising stakeholders

    5. (Included in full purchase)

      Raising champions

    6. (Included in full purchase)

      Conclusion

  4. 4

    Change in action

    1. (Included in full purchase)

      Introduction

    2. (Included in full purchase)

      Changing behaviour

    3. (Included in full purchase)

      Creating the comms plan

    4. (Included in full purchase)

      Tips and tactics

    5. (Included in full purchase)

      Conclusion

  5. 5

    Over to you

    1. (Included in full purchase)

      Create your playbook

    2. (Included in full purchase)

      References and further reading

Ready to make change work?

Enrol now to master the art of change communication and drive successful transformations within your organisation.

£840.00

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