The organisations that win arguments are not the ones with the best case — they are the ones with the clearest messages. Strong messaging is a craft: distilling complex positions into punchy, resonant ideas that land with the audiences that matter. This one-day course builds the practical tools for creating messages, tailoring them to specific stakeholder groups and deploying them consistently across channels.
Principles of strategic messaging, stakeholder-focused positioning, proof and persuasion techniques, deploying messaging across channels.
Every session runs in a small, boardroom-format group — typically six to eight senior professionals. Your trainer tailors content to the specific industries, organisations and challenges each participant brings, so you work on real situations, not generic examples. The learning combines evidence-based best practice briefings with structured discussions, practical workshops and peer learning. This is training with a coaching and consulting flavour — focused on building skills and producing outputs you can apply in your work immediately.
- Define the characteristics and ingredients of a strong messaging strategy
- Generate messages systematically using a range of practical tools
- Tailor positioning to specific stakeholder expectations and perspectives
- Substantiate messages with proof, framing and emotional appeal
- Deploy messaging consistently across channels and over time
- Align organisational interests with stakeholder priorities
- Evaluate and refine messaging based on audience response
- Connect messaging to broader advocacy and communication strategies
- Understanding the fundamentals of strong messaging
- Creating messages for your organisation
- Effective positioning for stakeholders
- This module covers how to tailor messages to the needs of particular stakeholder groups.
- Using message development tools to focus on stakeholders' needs
- Aligning interests of your organisation with your stakeholders
- Understanding how to position your organisational goals with the public interest
- Providing proof to make messages credible
- Understanding the power of framing messages
- Using language techniques to amplify the power of your message
- Putting a narrative and values in to your message
- Evaluating the effectiveness of different communications channels
- Harnessing new media and social media
- Understanding channel segmentation to maximise the impact of communications
Executives and managers responsible for public affairs, government relations or corporate positioning who need to craft and deploy persuasive messages for strategic audiences. Also valuable for communications professionals who support advocacy or lobbying programmes.
The following are some of the ISOC trainers who regularly lead this course, depending whether you join us in London, Dubai or live online.
A great deal. The small-group format and intensive, practical approach mean every participant leaves with specific, applicable skills and techniques.
Nothing specific is required. If you have a current project or challenge relevant to the course topic, bring it along — the practical exercises can incorporate real-world contexts.
The course is designed for professionals with some existing knowledge who want to deepen their strategic capability. If you are starting from scratch, contact us and we can advise on the best starting point.
This course focuses on the messaging itself — what you say and how you say it. ISOC’s government relations courses cover the strategy and execution of engagement with policymakers. The two work together but address different skills.