This one-day, intensive workshop is designed for professionals who need to plan strategic communications programs-- whether planning a low-budget, one-month awareness program targeted at a small local audience or a national, multi-year program targeted to influence the behavior of thousands. Participants will learn the Ketchum Planning Process, the strategic approach developed and employed by Ketchum, a top-ten public relations firm. Topics will include:

• How to define a target audience
• How to uncover the best media, venues, times, spokespeople and word-choice to reach and motivate a target audience
• How to articulate communications objectives so success is measurable
• How to develop an overall strategy and crystallize a strategy statement
• How to brainstorm for tactics that are on strategy
• How to lay out a practical timeline and success measures

Designed For:

• Corporate communications professionals
• Small business executives, non-profit executives, and entrepreneurs who want to do their own communications planning