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With over two decades of experience in public sector PR behind us, we've developed some know-how about what works...and common mistakes you should avoid. We help public relations professionals put the pieces together.
Online communication is essential and your ability to leverage this channel is vital to your career. Offline, bridging from beginner to a polished spokesperson benefits from message development and delivery coaching.
Our training team knows the importance of delivering content with a clear, credible message in a format that will break through. We bring real life experience in journalism, Capitol Hill and non-profit media relations and academia to bear to make each session informative and relevant.
We are pleased to offer a variety of class and workshop opportunities. Each session can be arranged independently, or as part of a full day "track" with similar offerings. Custom training can be arranged on request. Our expertise covers the landscape on communications and Web management.
Web Management & Communication Training
Message Development
Writing for the Web
Communication Plans
Web Management & Communication Training
If are responsible for oversight of your organization's Web site, and want a stronger foundation to make good management decisions these sessions will help you take charge with confidence. Stay on top of federal guidelines and industry best practices.
WEB MANAGEMENT INTRODUCTION TRACK SESSIONS:
:: Human Factors: Rules of the Road for User Interface Design
:: Evaluating Your Web Site: Where Do I Begin?
:: Trends in Web Governance for the Public Sector
:: Leveraging the Feedback Loop: A Strategy for Listening to Users
If you are in charge of media relations for your organization and want to get a refresher on the latest tips and techniques to be more effective on your job, this track has many worthwhile offerings to help you shine, or teach others in your organization to enhance their performance. Each session includes valuable take-aways and hands-on practice.
COMMUNICATIONS TRACK SESSIONS:
:: Writing Your Communications Plan
:: Effective Message Development: Breaking Through the Clutter
:: On-Camera Interviews and Critiques
:: Branding 101: the Secrets of Designing Successful Marketing Materials
Message Development
Why does your message sometimes fall flat and fail to make news?
How do you design a communications campaign that breaks through the clutter?
What positions your message to be heard in an over-communicated society?
Answer these questions in this popular workshop on effective message development. We review the essentials of defining and positioning your message so that your intended audience hears it. Plus, we demo the "message box" theory used by so many successful practitioners of political communications.
Drawing on work at the Department of Energy, the US Air Force and the International Finance Corporation, we illustrate the “message box” principles with real-word examples. You leave this workshop with new tactics for your PR toolbox that that can be applied to any message campaign that crosses your desk.
Writing for the Web
Many organizations struggle to manage the lifecycle of their Web sites and are being overwhelmed by content that too often is inaccurate, out of date, poorly organized and redundant.
This hands-on workshop will increase awareness of industry standards and best practices for packaging Web content for the organization.
Bite, Snack, Meal
We will include discussions on content usability, an examination of the features of world-class content and a discussion about packaging techniques that click with users.
Research shows us that users read up to 70 percent slower online compared to offline. They are also incredibely task-oriented. That's why a “bite, snack, meal” approach to re-packaging your content can be so sensible. We'll look at how to implement this technique, with some hands-one practice. Our presentation will also include some before and after views of applying this technique to your own Web site.
Leverage Your Plan for Editorial Guidelines
Should this class be part of an overall plan to implement editorial guidelines at your organization, we can pair the class with a survey of your stakeholders to factor in their views of what they want to embrace as an editorial standard at your organization.
This survey, coupled with a peer review of your site against a checklist of best practices, is a successful method of gaining buy-in for content standards. Together you'll be able to show the group how their current behavior and their attitudes about what they are aiming for can come together to life the performance of your site.
Communication Plans
:: Discover the difference between strategy and tactics
- :: Pinpoint barriers to success and how to overcome them
- :: Leave with a template you can use to build your own plan
Communication professionals believe that writing a communications plan is the difference between winning and losing campaigns. Yet press secretary’s seldom find guidance to navigate the barriers to writing a plan that works. Trade in your sink-or-swim operations for a more seasoned and professional approach to plotting your communications strategy.
