Certificate in Strategic Internal Communications

Drive your message home and secure buy-in for your corporate vision

Certificate In Strategic Internal Communications Your Comprehensive Guide For Designing And Implementing An Effective Internal Communication Strategy

5 Key Learning Objectives 1. Formulate a successful internal communication strategy by identifying the critical criteria 2. Acquire the necessary tools and techniques to assess your current internal communication processes 3. Tailor your messages to ensure they get noticed by your target groups 4. Improve your existing internal communication processes by utilising proven, best practice models

Organised by:

5. Adopt effective methods to continuously improve your communication strategy

Strategic Career Partner:

15 – 18 December 2013 Dusit Thani Hotel, Dubai, UAE Follow us on: www.twitter.com/iirmiddleeast www.facebook.com/iirmiddleeast www.youtube.com/iirmiddleeast

www.iirme.com/internalcomms

The George Washington University School of Business, IIR Middle East’s Academic Partner, is dedicated to excellence: in its teaching and research about management, in the public and private sectors, within the United States and internationally.

The school has a 75 year history of preparing men and women for leadership in both the public and private sectors. Known internationally for its dedication to academic excellence, the school draws students from all parts of the United States and around the world.

Beyond first class teaching and scholarship, the school’s faculty offers practical experience in the issues and challenges confronting business and government. Its research centres link faculty and students with US and international business and government organisations. Recent distance learning initiatives have expanded the school’s global reach.

Course Requirements And Certificates Delegates must meet two criteria to be eligible for an IIRME/GW Certificate of Completion for a course: 1. Satisfactory attendance – delegates must attend all sessions of the course. Delegates who miss more than two hours of the course sessions will not be eligible to sit the course exam.

2. Successful completion of the course assessment.

Delegates who do not meet these criteria will receive an IIRME Certificate of Attendance. If delegates have not attended all sessions, the Certificate will clearly state the number of hours attended.

Course Assessment IIRME is proud to run the Certificate in Strategic Internal Communications course in association with George Washington University, offering participants recognition through assessment. The assessment process for this course will be informal. Your course director will assess your levels of participation and understanding of the material through your contributions to the various group exercises that are included throughout the course.

Who Should Attend?

This cutting edge course is created for professionals interested in maximising internal communications in their companies. From Department Heads and HR Directors to Internal Communications Managers and PR Managers, this course is for everyone interested in engaging their employees and creating an ambassadorial workforce.

T: +971 4 335 2437

F: +971 4 335 2438

About Your Expert Course Leader Peter Hofmann is an Executive Director of MFX Options and Solutions (Pty) Ltd, specialising in business management and corporate strategic and operational management consulting. The platform for his current business focus was established through his exposure to the holistic corporate business environment where he built a successful career over two decades, having established and built up successful departments focused on operational and executive management and board liaison.

His integral involvement with projects undertaken by MFX have been for a range of international clients including: •

Strategic business plans, functional plans and processes, supply chain management, strategic planning and ERP process analysis for implementation of ERP systems

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The development and implementation of performance strategies for business units, comprising of individual projects – SAP HR, finance, supervisory development, internal communications systems and procedures

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Development of five-year strategies on an annual basis, customer surveys and measurement, business unit strategies and electronic customer-focused marketing campaigns

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The development of performance related communication strategies and strategy implementations

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Internal communication surveys to assess the effectiveness of internal communication and to develop communication strategies, policies and related detailed implementation plans

Read What Past Delegates Said About Peter’s Course: “The trainer is one of the best I have ever met. He used different ways to deliver knowledge using, group activities, videos etc” Abeer Ibrahim Allouz, Assistant Marketing Manager, Mashreq Bank PSC, UAE

“It is a great communication course” Marwan Al Otaiba, Buyer, Mubadala Development, UAE

Would you like to run this course in-house?

The in-house training division of IIR Middle East Tel: +971 4 407 2624 • Email: CTS@iirme.com www.iirme.com/cts

W: www.iirme.com/internalcomms

Certificate In Strategic Internal Communications 15 – 18 December 2013 • Dusit Thani Hotel, Dubai, UAE Course Timings Registration will be at 07:30 on Day One. Course sessions will start promptly at 08:00 each day and end at 14:30. There will be two short breaks for refreshments at appropriate times and lunch will be served at the end of each day’s session.

Course Introduction Organisations in the Middle East continue to endure the impacts of the global influences that have plagued world economies following global market turmoil in the later part of 2008 and continued instability in major markets even today. Organisations also continue to be influenced by the cost-focused, value-centric business economy, with overhead costs in the enterprise being subject to profound scrutiny. Internal communication professionals are under continuous pressure to deliver value that can be supported both on a quantitative and qualitative basis. In these times, the organisations at the forefront of good business practices – including best practices in internal communications processes – ensure their long-term sustainability through distinguishing themselves as “great companies” rather than just “good companies”.

Organisational performance is, to a great extent, influenced by the motivational levels of employees – a key business asset in driving improvement in value created. This, in turn, is impacted by the degree to which employees are kept abreast of organisational performance and positioning, influenced by their awareness levels. Organisations that are focused on sound internal communications systems, structures and processes continue to reap the benefits of progressively improving their competitive position to promote the sustainability of their operations.

The Certificate In Strategic Internal Communications course will cover important internal communications challenges you face and give you the critical solutions and best practice examples that can assist you in the future. It will provide you with the basis to apply this information within your business environment to achieve the results you need.

Day One Understand the link between internal communication and the organisational strategy An introduction to strategy The strategic environment • Abilities to be competitive • Elements of strategic management Strategic analysis • PEST analysis • Understand the business cycle from an economic environmental perspective • The 5-Forces model and its application in communications • Business positioning based on market share and market growth • Analyse influences using the 7-P model • Internal analysis using the 7-S framework • Explore the applications of the Quantity, Quality, Cost, People and the Environment (QQCPE) model in order to determine their relevance to your internal communication strategy • Explore the value chain and the role it plays in evaluating your internal communication objectives

Group Exercise Identifying internal customers and internal customer needs based on a value chain evaluation Strategy implementation

The course will also guide you in designing a streamlined and effective internal communications strategy for your organisation and teach you how to improve organisational performance through an understanding of key topics including: • Strategic analysis, strategy implementation and formulating strategic action plans • Hard and soft objective setting with Quantity, Quality, Cost, People and the Environment (QQCPE) • Identifying and dealing with different personality types • Using information technology to drive improved internal communications • Identifying Critical Success Factors (CSF) • Conducting a needs analysis and undertaking internal customer research • SWOT analysis • Individual Performance Agreements (IPA) • Service Level Agreements (SLA) Internationally recognised expert Peter Hofmann will guide you in quantifying your goals and achievements via internal surveys on attitude, communications and awareness.

Formulating strategic action plans

Case Study Review the link between internal communication and the organisational strategy based on a comprehensive case study

Day Two Defining your internal communication objectives and utilising tools to understand the needs of your internal customer Determine what you want to communicate • Ascertain what the key messages are for your organisation and various departments • Research to understand your organisation’s strategy

Group Exercise Establishing objectives for your internal communication strategy Establish your target audience • Internal customers and employees

T: +971 4 335 2437 F: +971 4 335 2438 E: register@iirme.com W: www.iirme.com/internalcomms

Certificate In Strategic Internal Communications 15 – 18 December 2013 • Dusit Thani Hotel, Dubai, UAE Formulate the best means of reaching your audience • Communication channels • Using technology as a channel to reach your audience • Social media Evaluate whether your messages are reaching your audience Review proven methods to identify your internal customers • The five client roles • Understanding different working styles • Managing customer expectations based on working styles

Group Exercise Undertake a self-analysis based on your working style Group Video Review a video about identifying and dealing with different types of people

Day Four Building an essential communications framework and developing your strategic plan SWOT analysis of your department’s communication ability using your internal customer responses Utilise specific assessing skills and support systems required to carry out your strategy effectively • Clarifying and communicating the vision and values of your team • Team and individual direction • Specific team performance goals • Skills requirements Identify the importance of an Individual Performance Agreement (IPA)

Day Three Assess your current internal communication process with proven tools and techniques Understand your role as an internal consultant within your organisation • Build personal and professional credibility • Build rapport and trust through an understanding of the key elements Overcoming common problems and critical success factors • Internal consultancy techniques • Agree on goals and objectives • Preparation and planning Questioning and listening for best results Conduct a needs analysis of your internal communications by gathering internal customer information • How to conduct customer research • Identifying the gaps in delivery and expectation • Utilise the Service Quality Methodology (SQM) to cover all target audiences

Case Study Review the application of the Service Quality Methodology based on a comprehensive case study

Group Exercise Establish an IPA based on your communications objectives Develop and enter into Service Level Agreements (SLAs) with your internal customers to support strategy execution Methods to improve the perception of your department • 10 tips for raising the profile communication framework • Components of a communication framework • Channel selection Developing a communication framework and an internal communications strategic plan

Case Study Review a case study of a listed company employing 40,000 people that embarked on a communications drive focused on performance improvement to achieve an organisational strategic objective Group Exercise Build an essential communications framework and develop your internal communications strategic plan

Attitude, communication and awareness surveys to identify your communication objectives • The key advantages of conducting surveys • Survey attributes and limitations • Building survey models • Analysing survey data and providing feedback to your internal customers

Group Video Review a video of communication problems between management and employees for group discussion Group Exercise Develop a survey for your communication strategy

T: +971 4 335 2437 F: +971 4 335 2438 E: register@iirme.com W: www.iirme.com/internalcomms

Certificate In Strategic Internal Communications 15 – 18 December 2013 • Dusit Thani Hotel, Dubai, UAE FIVE WAYS TO REGISTER IIR Holdings Ltd. P.O Box 9428 Dubai, UAE

+971 4 335 2437 +971 4 335 2438 register@iirme.com

www.iirme.com/internalcomms

DISCOUNTS AVAILABLE FOR 2 OR MORE PEOPLE CALL – +971 4 335 2483 E-MAIL – a.watts@iirme.com BC5035 Event Certificate In Strategic Internal Communications 15 – 18 December 2013

Course Fee Before 29 September 2013

Course Fee Before 20 October 2013

Final Fee

US$ 3,895

US$ 4,395

US$ 4,695

WOULD YOU LIKE TO RUN THIS COURSE INͳHOUSE?

Course fees include documentation, luncheon and refreshments. Delegates who attend all sessions and successfully complete the course assessment will receive an IIRME/GW Certificate of Completion.

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Due to unforeseen circumstances, the programme may change and IIR reserves the right to alter the venue and/or speakers.

Event Venue: Dusit Thani Hotel, Dubai, UAE Tel: +971 4 343 3333 Accommodation Details We highly recommend you secure your room reservation at the earliest to avoid last minute inconvenience. You can contact the IIR Hospitality Desk for assistance on: Tel: +971 4 407 2693 Fax: +971 4 407 2517 Email: hospitality@iirme.com © Copyright I.I.R. HOLDINGS B.V.

MS/DC BU2603 Internal Communications

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