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INSPIRE! Communications & Engagement Strategy Masterclass

INSPIRE! Communications & Engagement Strategy Masterclass

28th March 2022 9.30am - 4.30pm both days

Mon 28 & Tues 29 March 2022 in Emerald, VICTORIA

Develop a communications and engagement strategy for your project, service or program in 48 hours.

Galvanise your stakeholders in pursuit of better community, environmental and economic outcomes.

This two-day masterclass is designed for public sector employees working in communications, community engagement, advocacy, marketing, events, service delivery and project management.

Participants will develop a communications and engagement strategy for a project/service/program/issue of their choice during the course. They will be able to adapt the strategy template for future communications and engagement projects.



The content of the masterclass is based upon our proven Core Communication Method for Stakeholder Engagement™.

Step 1:     Purpose

Outline of the purpose of the strategic communications and engagement plan, the communication opportunity to be leveraged and expected key outcomes.

Step 2:     Project:    

Outline of why the project is needed, SWOT analysis, risk / issues profile and mitigation measures, and strategic communication goals and objectives.

Step 3:     Policy

Outline of the policy, legislative and strategic context to:

  • understand key drivers for the project
  • ensure alignment with the Community Vision, Council Plan, Communications Policy, Media Policy, Community Engagement Policy and other relevant strategies, plans and policies.

Step 4:     Publics

Identification and analysis of internal and external stakeholders to:

  • understand their interest/impact/influence on the project and their communication/engagement needs
  • gather feedback to inform decision-making and
  • strengthen community relationships.

Step 5:     Positioning

Outline of the overarching strategy for positioning the project in the minds of stakeholders and the wider community, and underpinning the tactical program.

This section also includes positioning communications, such as:

  • project vision and value proposition
  • master narrative
  • supporting key messages for FAQs.

Step 6:     Participation

Outline of the engagement approach and recommended engagement techniques and activities, to capture the views and ideas of both key stakeholders and the wider community. This includes closing the loop on all engagement processes by reporting the key outcomes back to the community.

Step 7:     Promotion

Outline of recommended communication tools and tactics to raise broad community awareness, understanding and support for the project, using council owned, bought and earned mediums, and third-party mediums as appropriate.

Step 8:     Plan

Implementation plan, detailing a calendar of communications and engagement activities, recommended resources, timing and responsibilities.

Step 9:     Proof

Outline of key performance indicators to evaluate the goals and objectives of the strategy.



“I have gained incredibly valuable information, strategies, ideas and techniques which I will apply in the preparation of a corporate [communications] strategy.” Alison Martin – Communications Coordinator, Colac Otway Shire Council

“Thank you to Ros Weadman for this expertly delivered masterclass! Truly enjoyed being part of it and to soak up all the learnings.” George Bakker, Change Communication Specialist, Boroondara City Council (on Linkedin)

“Ros has an absolute wealth of knowledge and passion for communications, I could not help but leave the session feeling energized, inspired and ready to tackle new challenges using the insights and principles that we had discussed. I wish everyone in my team could have this experience!” Emma Williams, City of Ballarat



Date & time:     Mon 28 & Tues 29 March 2022

Venue:     Meeting Room, Level 1, 402 Belgrave-Gembrook Road, Emerald, Victoria

$990 for both days (inc GST) Includes a comprehensive workbook. Masterclass limited to 8 participants. 

Infoline: 1800 677 600 

Note: Event requires minimum number to go ahead. No recording of event proceedings permitted.

Event conducted in line with COVID-19 venue restrictions. See https://www.cardinia.vic.gov.au/info/20021/supporting_our_community/772/hills_hub_in_emerald


Book your seat here.





Ros Weadman FPRIA is a leading authority on local government communication, engagement and reputation. A national and state award-winning marketing and public relations professional with over 35 years’ experience in the industry, Ros draws on her specialist knowledge and expertise to design and deliver local government-focused consulting services, training and coaching programs. Her masterclasses draw on real experience working in local government and present real scenarios and real solutions.

Ros was a Communications Manager in local government for 16 years and has been consulting to the industry for a further 11 years. During this time, she delivered a multitude of strategic communication, engagement and advocacy plans on a broad range of projects and public issues for metropolitan, rural and regional councils. Ros has exceptional experience in media and issues management, and has led crisis communications teams responding to some of Australia’s highest profile incidents and issues, including the Cranbourne Methane Gas crisis (2008), Black Saturday fires (2009), Springvale Salmonella outbreak (1997) and Victorian Gas crisis (1998).

Ros is the author of ‘BRANDcode®’, a practical marketing and PR guide and ‘Enhance Your Reputaton – how to build a brand people want to work for, buy from and invest in’.



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