13 - 18 December 2026 | London
Certificate in Strategic Internal Communications
Move internal communications from tactical interventions to a strategically aligned, value-adding function.
What's in store
Employees are often called an organisation’s greatest asset, yet businesses need them to genuinely understand, believe in, and promote its future direction. This course shows how the Internal Communications function goes beyond supporting business strategy to actively delivering it, providing a clear line of sight between strategy and every employee’s role within it.
Participants learn to move internal communications from tactical interventions to a strategically aligned, value-adding approach, building the skills to create a communications strategy fully aligned with business strategy and capable of improving overall business performance.
The Business Case for Corporate Communications
Including recent trends and the interaction between internal communications, media relations, and external communications
An Introduction to Strategy
Covering the strategic environment, PEST analysis, and the 5 Forces model applied to communications
The Foundations of an Effective Internal Communications Strategy
Including stakeholder mapping and audience targeting
Turning Strategy into Action
Using the 8-step planning cycle and building the optimum mix of channels, including social media
Assessing Effectiveness
Through critical success factors, financial and non-financial metrics, and continuous improvement tools
Your Role in Delivering the Strategy
Covering SWOT analysis, upskilling the team, and developing personal influence as a Strategic Communications Business Partner
Led By Alison Campbell
A seasoned professional and dynamic leader, Alison brings a visionary approach to executive training, public speaking, and coaching, with a focus on Corporate Communications and strategic development. Her transformative leadership style and expertise in communication strategies have made her a sought-after trainer in the professional development sphere. With a career spanning the financial services, oil and gas, and pharmaceutical sectors, she has developed a unique perspective on helping organisations protect and enhance their brand and reputation in diverse corporate environments.
Alison delivers engaging sessions that blend theoretical knowledge with practical application. Her training incorporates real-life case studies and hands-on exercises in Corporate Communications, allowing participants to create actionable strategies they can implement immediately. She offers both face-to-face and virtual delivery options, with specially designed interactive elements that ensure all participants, whether in-person or remote, receive a fully immersive learning experience in Corporate Communications and strategic development.
Benefits of Attending
Develop a corporate communications strategy and plan for your organisation that aligns with business fundamentals, captures stakeholder needs, and optimises the channels available to you
Conduct a review of your organisation’s current communications capabilities and future needs
Articulate the critical success factors for internal communications and effective alignment with business strategy
Identify, map, and meet your stakeholders’ needs for internal communications
Evaluate your audiences, and their needs, so that your messages resonate with them and invoke the intended response
Act as a Strategic Internal Communications Business Partner, by understanding your role as trusted advisor, the importance of personal influence, and the relationship between internal communications, employee engagement, and customer satisfaction
Who Should Attend
This course is created for professionals seeking to maximise the strategic alignment of internal communications within their organisations. It suits Department Heads, HR Directors, Internal Communications Managers, and PR Managers interested in engaging employees and building a genuinely ambassadorial workforce.
