Internal Communications Master Class

Internal Communications Master Class

Oct. 11: Santa Monica SOLD OUT
Price: $895
Member Price: $745
  • Craft internal communications relevant to all of your internal audiences
  • Find and tell stories that cut through the information clutter rampant in your organization
  • Employee-generated content: Know its power in your communications plan
  • Ensure communications laser-in on goals that keep leaders awake at night
  • Master the tools to do an internal communications audit

Presented by Ragan Communications

Twitter hashtag: #raganinternal

Presented by:
Ragan Communications, Inc.
Product Code: YZIC
Ragan Insider Members. Remember to login to secure your member price.
  • Your Presenters:
    Cindy CrescenzoCindy Crescenzo is president of Crescenzo Communications.
    Steve CrescenzoSteve Crescenzo is CEO of Crescenzo Communications.
    Rave reviews from past Crescenzo workshops:

    "We got so many practical tips and tools that I can put directly into practice at work. The examples also helped with some new ideas formulating in my mind. I'm looking forward to implementing some of these new tips and ideas."

    "Engaging presenters, relevant content. It inspired a lot of ideas that I'll take back to my team."

    "Steve and Cindy are a great team- the content was spot on, examples were great, companies they work with lend credibility and most importantly, they showed a vulnerability, eagerness to learn more, that was is very inspiring (even though they have been in the game for a long time)."


9 a.m.–10:30 a.m.
Take 'corporate' out of corporate communications and replace it with 'creative'
You'll learn:

  • How communicators all over the globe transform typical boring corporate stories into stories that engage, motivate and educate employees
  • How to overcome obstacles that kill creativity in our stories
  • Master the '4 C's' to create content that transforms dull, dry corporate content into content that demands your audience's attention
  • Best ways to integrate all your channels (online and offline) so that they work as one—and don't compete

10:30-10:45 a.m.

10:45 a.m.-12:15 p.m.
Develop a strategic plan
You'll learn how to:

  • Make sure your major communications support your organization's goals
  • Avoid one of the biggest mistakes communicators make: not balancing the needs of employees and executives
  • How to convince executives you need to communicate differently
  • Use the tool that lets you tell your stories in the most engaging way, in the most effective format
  • Find out what keeps your leaders awake at night to create your goals
  • Create communications tied to measureable goals

12:15-1:15 p.m.
Lunch on your own

1:15 p.m.-2:45 p.m.
Guerilla Research:
Master tools to get insights you need for a successful strategy

You'll learn:

  • What they think vs. what they know: the benefits of qualitative and quantitative research
  • How to ensure you measure "outcomes" not "outputs," so you know if you're really moving the needle
  • How to do executive interviews that establish you as a business partner and build support for your plan
  • The best strategies for focus groups: Make sure they don't turn into gripe sessions, get them to yield tons of useful information and ammunition when you build a case for changing how you communicate
  • Survey dos and don'ts—create a survey that fuels your plan
  • Apply the Audience Relevance Formula to make sure your content hits home
  • Pull it all together—how to report and use your insights
  • Quick, cheap measurement tools you'll use year-'round: quick polls, story-rating, and virtual editorial boards

2:45 p.m.-3 p.m.

3 p.m.-4:30 p.m.
Powerful tactics that will transform your content
You'll learn:

  • The role of employee-generated content in your communications plan
  • How to change your writing style when you move from writing blogs to podcasts, to print and to your intranet
  • How to coach your leaders to understand that social media is more than just new channels—it's a new way to communicate to employees
  • How to manage your content so you have time to communicate more creatively
  • Writing strategies to layer your content and get it noticed