Managing and Leading Strategic Communication Public Relations, Marketing and Internal Communication

Managing and Leading Strategic Communication: Public Relations, Marketing and Internal Communication


Professionals have a strategic role leading communications with stakeholders both inside and outside their organisation. It is they who ensure stakeholders understand their vision of the future and who motivate and coordinate the behaviours that lead to transformation.

Gaining understanding and commitment to the effort required to lead an organisation or team in a new direction is never easy. Even experienced leaders in well-known companies make mistakes, under-communicating, sending inconsistent messages, or failing to explain clearly. This EuroMaTech training course explores solutions to the communications challenges leaders currently face.

Participants will develop the following competencies:

  • Clarity in explaining vision and change simply so their messages are understood, believed and acted upon
  • Story telling using the power of metaphors and analogies to explain complicated ideas quickly and with impact so audiences remember them
  • Crafting communication strategies that underpin and strengthen business objectives
  • Engaging and empowering employees so there is a shared sense of purpose and teams commit to the vision and high performance


  • Improve stakeholder engagement and relationship building skills
  • Assess brand and reputation, ensuring they are consistent, understood and valued by stakeholders
  • Develop shared understanding of organisational mission, vision, values and business objectives
  • Use communication activities to win employees’ understanding of and commitment to change and transformation
  • Effectively guide team members and PR professionals in developing communication strategies and plans that support business objectives



  • Professionals and leaders who wish to learn more about the communication challenges currently facing their organisations and improve management of communications within their teams

The Managing and Leading Strategic Communication training course combines presentations with interactive practical exercises, supported by video materials, activities and case studies. Participants are encouraged to reflect on and discuss their own professional issues and experiences. 


This EuroMaTech training course looks at current issues facing leaders, providing a forum to discuss latest thinking and best practices. It emphasises the essential communication skills needed to lead organisations today, both relational and technical. Additionally the course develops skills in using emerging communication tools and techniques from successful companies. Participants will also discuss research from renowned think tanks and consultancies, asking how conclusions relate to their own organisations.

Day 1 - Leading Communications
  • Relational leadership: influencing and inspiring through relationships
  • Building trust & credibility: integrity, likeability & perceived expertise
  • Guiding stakeholder communications: interpreting strategic issues and providing strategic guidance
  • Inspiring, influencing and persuading through storytelling
  • Focus on the triple bottom line: economic, environmental and social performance
Day 2 - Communication during change
  • Ethos and desire: communicating compelling visions that change corporate culture
  • Walk the walk, talk the talk: the leader’s role during change
  • Commitment from senior managers: creating a coalition of committed communicators
  • Transparent communications and reputation risk management
Day 3 - Focusing Communication Efforts
  • Aligning communications strategy with business objectives
  • Structuring communications to support a high performance culture
  • Delivering real benefits from communications: engaged audiences, effective organisation, improved productivity
  • Managing resources efficiently: people, technology and budgets
Day 4 - Engaging Employees
  • Engaging and empowering employees: effective communications within organisations
  • Turning managers into effective communicators: capabilities, core competencies and performance
  • Engaging hard to reach employees: call centres, remote offices, field engineers, sales people
  • Helping new employees settle in and feel part of the organisation
Day 5 - Brand Management
  • Corporate identity, image and reputation, vision, mission and values
  • Building competitive advantage and business through branding
  • Sharing the investment story: Investor relations and financial PR
  • The leader’s communication role during crises
  • Developing a personal action plan


A Certificate of Completion will be issued to those who attend & successfully complete the programme.


  08:30 – 10:15 First Session

 10:15 – 10:30 Coffee Break

10:30 – 12:15 Second Session

 12:15 – 12:30 Coffee Break

12:30 – 14:00 Third Session

 14:00 – 15:00 Lunch


 The Fee for the seminar, including instruction materials, documentation, lunch, coffee/tea breaks & snack is: