Tone of Voice
This course is designed to deliver of tone of voice training for all organisations, regardless of roles and responsibilities. The course is designed to ensure their is a use of appropriate and effective written and verbal communications, which are consistent across the organisation.
This training will benefit communications with key internal and external stakeholders, including the media, general public and Government.
Please note:
• Pre-training client discovery call and trainer prep is included
• Clients will be sent a pre-joining questionnaire for all delegates to complete
• Delegates will receive a feedback questionnaire to complete at the end of the course
Strategic Communications planning using OASIS framework
Outcomes:
- Create and deliver successful, creative media communications campaigns.
- How to plan, using the OASIS framework to ensure that all communications are effective, efficient and evaluated.
- Understand the importance of social media trends, audience understanding and engagement to optimise the content you’re creating.
- There is a CPD accreditation of 7 hours upon course completion.
Set out what the communications activity is intending to achieve.
Start with the policy aim and develop communications objectives that will deliver this.
Include the role that communication will contribute to achieving the policy aim and the role that individual activities or channels will play in meeting the communications objective.
Objectives should be achievable, measurable – expressed numerically where possible, focused on outcomes, not outputs and related to changing attitudes and/or behaviour.
Who is the campaign aimed at? Do you need to change or influence their attitudes and behaviours to help you achieve your objective? What are the barriers to change that your campaign can help to address?
Understanding your audience is critical to an effective campaign. It is important that we use insight to create a full picture of who they are and how they will reach the desired outcome.
Use your own commissioned research, data from elsewhere in government or publicly available information.
Strategy and idea
Use the insight to set out your approach. You will also need to cover proposition/messaging; channels; and partners/influencers.
Map the audience’s journey and design communications relevant to different stages of the journey. Where possible test or pilot your approach to assessing its effectiveness.
Implementation
Once you have defined your approach, you should set out how you will deliver your communications and what tactics you will use.
Develop a clear plan that allocates resources and sets out the timescales for delivery. Bring influencers and partners on board to increase impact and use low-cost approaches where possible; particularly PR and partnerships.
Scoring and evaluation
You should monitor outputs, outtakes and outcomes throughout your campaign and evaluate them once it is complete.
Within OASIS, Objectives and Scoring are especially important for the purpose of evaluation.