England & Wales

Seminar: Effective Communication Series: Planning your Message


Community leaders and staff have more ways than ever before to engage with and respond to their residents.  This suite of seminars can be attended as stand-alone sessions or as a development suite.


This training and development day is designed to empower delegates with the skills and confidence to develop and plan their communication.

The course will concentrate on effective good practice, brand management, and communication planning.

These working sessions will be highly interactive and delegates will be encouraged to take advantage of the networking opportunities from the day and discuss current challenges facing their organisations in planning their communications.

The objectives of the course are:

  • To consider what your organisation’s or department’s messages should be.
  • To be able to determine the purpose of a piece of communication and how it will support your overall goals.
  • To be aware of good practice, staying legal and managing positive and negative stories effectively
  • To understand the importance of listening to and tailoring your message to your service users or audience.
  • To consider how to use communication planning to ensure that communication is effective interesting, engaging and to enable two-way communication.
  • As part of the programme, participants will be able to build an action plan based on a topic or issue that they are currently considering.


9:30 Registration & Refreshments
10:00 Introduction

  • Your Objectives
  • Icebreaker – telling a story
  • Action plan discussion
10:15 Impact of poor communication

  • Why getting it right matters

A Communications Plan

  • 6 Comms questions
  • The importance of communications planning
  • Good practice examples
11:25 Morning Break
11:35 A communication plan

  • Case study – planning ahead
  • Communication plan templates for local government communication
  • Thinking about your audience
  • What’s your story?
12:45 Lunch
13.25 The importance of storytelling

  • Recall of icebreaker
  • How people remember information

Planning individual and a series of communications

  • Using a comms template to plan an individual piece of communication
  • Using the 6 questions
14.35 Afternoon Break
14:45 Refreshing your plan

  • Using a comms template to plan a communication alongside a project over time
  • The 6 questions
  • Dealing with the unexpected
  • Action plan discussion
16:00 Close


Sarah Browning is a strategic communications specialist, writer, trainer and facilitator, with 15+ years’ experience in communications roles for public sector, not-for-profit and Higher Education organisations.Sarah trains and leads workshops in strategic communication skills, line manager communications and business planning, as well as carrying out communications research and audits. She believes passionately in the power of effective communication and the benefits and impact it can bring about for organisations.
Who should attend?
This seminar, which forms part of 3 sessions around effective communications will be relevant for both Councillors and Officers wanting to improve how they plan their comms more effectively.