Creative Strategy for Impactful Words, Sounds and Images


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.


  • 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



  • The workshop is designed to mid- to senior-level PR or communication practitioners who are responsible for developing effective words, sounds and images as part of a campaign.



6 hours



  • $655 (plus tax)


Featured Instructor

Bernard Gauthier, PhD’s background includes 35 years of communication work with clients, including the Government of Canada, national associations and private sector organizations. He has also trained hundreds of clients in different aspects of communication.

Bernard researched and developed numerous strategic communication plans working with one of Canada’s top PR agencies, allowing him to develop the CARE Model, which became the basis for his 2018 book Strategic Communication in Canada.

Bernard has taught at Carleton University and the Bachelor of Public Relations program at Conestoga College.



Event CodeTitleBegin DateEnd DateTermDelivery MethodRegister
P00482312ACreative Strategy for Impactful Words, Sounds and Images12/5/202312/6/2023AutumnOnlineRegister
P00482403ACreative Strategy for Impactful Words, Sounds and Images3/14/20243/14/2024WinterIn PersonRegister