Description

This workshop is designed to prepare participants to make the very most of their communication strategy. Having a clear set of goals and a detailed list of audiences is, of course, only the start. Now comes the challenge of crafting powerful messages that will move those audiences and help the organization achieve its goals.

The workshop is very much a hands-on experience. Participants will be invited to develop powerful creative by working with existing creative strategies and to develop a creative strategy of their own for a particular communication challenge they or their organization faces.

Learning Outcomes

At the end of this course the participant will be able to:
  • Appreciate the history of creative strategy and its impact on campaigns
  • Determine effective creative strategies by analyzing past campaigns
  • Develop effective creative strategies that make the most of the four elements of strategic planning (i.e., the campaign’s intended changes, key audiences, resources and external environment)
  • Draw from the creative strategy to choose the most effective words, sounds and images for a campaign
  • Use research to optimize your creative strategy, including before, during and after the campaign

Duration

6 hours

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Bernard Gauthier, PhD is a seasoned strategic communicator with considerable experience in crisis communication. He served as an Executive Counsel and later CEO of one of Ottawa’s largest PR agencies, and now works as an independent advisor in strategic planning and communication for clients in the private, public and not-for-profit sectors. Fluently bilingual, Bernard is the author of Strategic Communication in Canada (2018), in which he introduced his CARE Model for strategic communication planning. For more than 25 years, Bernard has taught degree-level courses at Carleton University, the University of Ottawa, and Conestoga College.

Access a Continuum of Learning

By completing the Certificate in Communications and Marketing program, you will have the tools and knowledge needed to help build reputational value and to solve business challenges faced by private and public organizations.

The Certificate in Communication and Marketing program stands as a crucial component within the continuum of learning opportunities offered by the University of Ottawa Professional Development Institute (uOttawa PDI). This program focuses on fostering skills in communication planning, crisis communications, social media strategy, promotional writing, and other essential topics, contributing significantly to individuals' skill development within the learning ecosystem.

Writing Skills

Strategy and Innovation

Interpersonal and Supervision

Personal Effectiveness

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