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Description

Corporate Communication: Managing the Plan, Setting Priorities and Measuring Impact

Move from a series of one-off initiatives to a communication plan that is followed through and evaluated

  • 0.75 days — 5.25 h
  • In-person or virtual
  • All levels
  • Up to 6 participants

Corporate communication is often driven by whatever internal requests arrive next: a brochure here, a social media post there, an event decided far too late. The communication lead ends up absorbing every urgent demand without ever being able to demonstrate how the function contributes to the organisation's objectives.

An intensive half-day session to establish the method: audience diagnosis, message selection, plan construction, budget allocation and monitoring indicators. The virtual format allows you to work directly on your current-year plan and to test it against the perspectives of other participants.

Learning objectives

  • Analyse your organisation's audiences and priority messages
  • Build a communication plan aligned with corporate objectives
  • Allocate budget and resources across the selected activities
  • Assess and decide on internal requests that fall outside the plan
  • Define monitoring indicators and report on results

What makes this programme different

Each participant works on their actual plan and presents it at the end of the session
A decision-making method for internal requests is tested against cases brought by participants
The virtual session alternates short briefings with work on a shared document

Programme

1Diagnosis and Positioning

Knowing where you speak from and to whom

  • Map internal and external audiences
  • Identify gaps between the desired image and the perceived image
  • Formulate the organisation's key messages
  • Connect communication priorities to corporate objectives

2Building the Plan

Moving from intentions to dated activities

  • Select the activities and channels suited to each audience
  • Draw up a realistic twelve-month schedule
  • Allocate budget and internal resources
  • Reserve capacity for unplanned requests

3Deciding and Measuring

Holding course and reporting back

  • Handle an internal request outside the plan
  • Justify a refusal or a postponement to another department
  • Choose simple indicators that are readily available
  • Present a review to senior management

Who is it for

Communication managers and officers, leaders of organisations without a dedicated communication department, and anyone responsible for the communication plan.

Prerequisites

No prerequisites

Dates & locations

12 scheduled dates between November 2026 and December 2027. Seats are confirmed in the order enquiries are received.

November 2026

December 2026

January 2027

February 2027

March 2027

April 2027

May 2027

June 2027

September 2027

October 2027

November 2027

December 2027

None of these dates suit you? We open additional sessions on request, and any programme can be run privately for your team.

Practical details

Before the programme
Online positioning questionnaire. Your development objectives are shared with the trainer, who tailors the practical case studies to your context.
Teaching methods
Theoretical input, workshops and practical case studies. Digital course materials and method sheets provided.
Assessment
Multiple-choice tests and role-play exercises. Assessment of learning at the start and end of the programme, with immediate and 60-day follow-up evaluations.
After the programme
One year of access to the e-learning platform. Self-assessment of the skills acquired and a 30-day follow-up session with your trainer.
How to register
Registration online or on the basis of a quotation.
Lead time
11 working days after confirmation of registration.
Accessibility
Accessible to people of determination. Contact our accessibility coordinator to design a suitable solution: contact@mpf-academy.ae
Start dates
Rolling intake: in addition to the scheduled sessions, this programme can start on request.