Subject

Strategic Communications Planning and Measurement

Situational analysis, setting SMART objectives and KPIs, audience segmentation, strategy and message development, integrated marketing communications, the Barcelona Principles, and reporting communications ROI to leadership.

What this subject covers

Lesson topics

Strategic Communications Planning: Purpose and Scope
Situational Analysis and Environmental Scanning
Setting Communications Objectives and Goals
Audience Segmentation and Persona Development
Developing a Communications Strategy
Message Strategy and Framing
Channel Strategy and Media Mix
Budgeting for Communications Programmes
Timelines and Campaign Planning
Integrated Marketing Communications (IMC)
Aligning PR with Business Objectives
Stakeholder Mapping and Prioritisation
Setting SMART Communications Objectives
Establishing KPIs for Communications Programmes
The PR/Communications Measurement Landscape
Media Content Analysis
Social and Digital Measurement Metrics
Surveys and Perception Research
Barcelona Principles and Measurement Standards
Return on Investment (ROI) in Communications
Reporting to Leadership and Stakeholders
Continuous Improvement and Campaign Optimisation
Common Measurement Pitfalls and How to Avoid Them
Careers in Strategic Communications Planning
Bringing It Together: From Strategy to Measurement and Back Again

CPD advantage: Completing this subject may qualify for Continuous Professional Development (CPD) points with your professional body — check with them for recognition.

Fees

Course fee K450.00

Assessment fee Included — no extra charge

Total amount to pay K450.00

25 lesson topics · 25 assessment questions · Pass mark: 95%

Remember: you must apply for a minimum of 2 subjects in total.

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