Publication date : 07/05/2024
Course : Developing and monitoring your communication plan
Practical course - 2d
- 14h00 - Ref. ESC
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 | Carry out a communication diagnosis |
| Define target audiences for communication campaigns |
| Developing the communication mix |
| Building and presenting your communication plan |
| Plan and measure communication actions |
Intended audience
Managers and members of communications departments wishing to acquire an overview of the function, and anyone involved in implementing a communications campaign.
Prerequisites
No special knowledge required.
Practical details
Hands-on work
Building your communication plan. Active pedagogy centered on experience sharing.
Course schedule
1 Understanding the challenges of communication
- Identify the different types of plans.
- Master the successive stages in building a communication plan.
Exercise
Discuss the fundamentals of communication: developments, players.
2 Establishing a communication diagnosis
- Analysis of existing situation: tools, resources, obstacles, bottlenecks.
- Analysis: company strengths and weaknesses.
- Competitive and environmental analysis.
- Assessment of perceived image and brand awareness.
Exercise
Construction of an interview guide and SWOT analysis.
3 Formulate measurable objectives
- Define objectives according to target audiences.
- Writing messages to be declined: rules and practices.
- Build and coordinate communication strategy.
Case study
Define communication objectives and associated messages.
4 Identify target audiences
- Study and segmentation of internal and external audiences.
- Determining priority audiences.
- Positioning of image and key messages.
Case study
Based on a given context, carry out a communications diagnosis and formulate a strategy.
5 Choosing the right communication mix
- Choose and optimize possible types of action.
- Internal communications, press relations, advertising, events...
- Organize the communication mix.
Case study
Choice of criteria and implementation of the communication-mix strategy.
6 Present the communication plan
- Define the operational sequence.
- Present the communication plan.
- Negotiate the communications budget.
Exercise
Arbitrate between communication tools and identify key arguments to negotiate the budget.
7 Plan and budget actions
- Draw up a schedule of actions and define responsibilities.
- Organizing care.
- Build decision matrices.
- Draw up and monitor budget forecasts.
- Calculate cost-effectiveness ratios.
Case study
Build performance indicators and an action schedule. Estimate resources.
8 Control and monitor communication actions
- Set up assessment tools.
- Evaluate and measure results.
- Adapting the plan to economic hazards.
Exercise
Delivery of a checklist of follow-up actions.
Customer reviews
4,9 / 5
Customer reviews are based on end-of-course evaluations. The score is calculated from all evaluations within the past year. Only reviews with a textual comment are displayed.
PRISCILLA S.
27/11/25
5 / 5
There was a lot of theory that was immediately put into practice during the course, which meant that the tools on offer were really taken on board and you didn't get the impression that you were following a lecture. The trainer was able to adapt very well to each participant's area of expertise, and the presentation was dynamic.)
CATHERINE B.
27/11/25
5 / 5
Perfectly paced, alternating concepts with practical application to our own communication plan, and allowing for exchanges with other participants. A good listener. Good management of the hybrid formulaA shame, though, that we weren't able to do this training face-to-face to have even more exchanges.
KARINE F.
27/11/25
5 / 5
Very comprehensive course accessible to anyone, even a novice like me
PARTICIPANTS
Managers and members of communications departments wishing to acquire an overview of the function, and anyone involved in implementing a communications campaign.
PREREQUISITES
No special knowledge required.
TRAINER QUALIFICATIONS
The experts leading the training are specialists in the covered subjects. They have been approved by our instructional teams for both their professional knowledge and their teaching ability, for each course they teach. They have at least five to ten years of experience in their field and hold (or have held) decision-making positions in companies.
ASSESSMENT TERMS
The trainer evaluates each participant’s academic progress throughout the training using multiple choice, scenarios, hands-on work and more.
Participants also complete a placement test before and after the course to measure the skills they’ve developed.
TERMS AND DEADLINES
Registration must be completed 24 hours before the start of the training.
ACCESSIBILITY FOR PEOPLE WITH DISABILITIES
Do you need special accessibility accommodations? Contact Mrs. Fosse, Disability Manager, at psh-accueil@orsys.fr to review your request and its feasibility.
Managers and members of communications departments wishing to acquire an overview of the function, and anyone involved in implementing a communications campaign.
PREREQUISITES
No special knowledge required.
TRAINER QUALIFICATIONS
The experts leading the training are specialists in the covered subjects. They have been approved by our instructional teams for both their professional knowledge and their teaching ability, for each course they teach. They have at least five to ten years of experience in their field and hold (or have held) decision-making positions in companies.
ASSESSMENT TERMS
The trainer evaluates each participant’s academic progress throughout the training using multiple choice, scenarios, hands-on work and more.
Participants also complete a placement test before and after the course to measure the skills they’ve developed.
TEACHING AIDS AND TECHNICAL RESOURCES
• The main teaching aids and instructional methods used in the training are audiovisual aids, documentation and course material, hands-on application exercises and corrected exercises for practical training courses, case studies and coverage of real cases for training seminars.
• At the end of each course or seminar, ORSYS provides participants with a course evaluation questionnaire that is analysed by our instructional teams.
• A check-in sheet for each half-day of attendance is provided at the end of the training, along with a course completion certificate if the trainee attended the entire session.
• The main teaching aids and instructional methods used in the training are audiovisual aids, documentation and course material, hands-on application exercises and corrected exercises for practical training courses, case studies and coverage of real cases for training seminars.
• At the end of each course or seminar, ORSYS provides participants with a course evaluation questionnaire that is analysed by our instructional teams.
• A check-in sheet for each half-day of attendance is provided at the end of the training, along with a course completion certificate if the trainee attended the entire session.
TERMS AND DEADLINES
Registration must be completed 24 hours before the start of the training.
ACCESSIBILITY FOR PEOPLE WITH DISABILITIES
Do you need special accessibility accommodations? Contact Mrs. Fosse, Disability Manager, at psh-accueil@orsys.fr to review your request and its feasibility.
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