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Public Sector Communications & Engagement Strategy Masterclass

Public Sector Communications & Engagement Strategy Masterclass

21st May 2021 9.30am - 5.00pm both days

To be held on Friday, 21 and 28 May 2021 in Emerald, Victoria, 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/topic/issue of their choice in real time. They’ll learn how to:

  • set measurable communication and engagement goals and objectives
  • develop a risk profile with mitigating actions 
  • identify the communication and engagement needs of internal and external stakeholders
  • develop a narrative, key messages, and responses to potential concerns and objections
  • map out a strategic approach to raise awareness, spark conversation and drive action 
  • select the right communication tools and tactics
  • select the right engagement techniques
  • develop an action plan identifying what needs to be done by when


Setting the Scene

  • Articulate the purpose and define the communication opportunity
  • Gather information and evidence
  • Detail project non-negotiables and negotiables

Understanding the Context

  • Identify relevant strategic documents, policies and legislative requirements
  • Analyse the environmental context and prepare a risk profile with mitigating actions

Knowing the Audience

  • Identify the demographic, psychographic and behaviour characteristics of target audiences
  • Identify stakeholders, their required level of engagement and communication needs

 Setting Goals and Objectives

  • Set measurable communication and engagement goals and objectives

Developing the Communications Approach and Story

  • Develop a value proposition, narrative and responses to potential concerns and objections
  • Select the right tools and tactics to deliver your message to the target audiences

Developing the Engagement Approach

  • Identify appropriate engagement techniques for each stakeholder group

 Planning for Action

  • Prepare a communications calendar about what needs to be done by when and by whom
  • Populate an action plan template

Measuring Success

  • Set key performance indicators to measure the success of your communication and engagement goals and objectives


Date & time:     Fri, 23 & 30 May 2021, 9.30am – 5pm

Venue:     Board Room, Level 1, 329-331 Belgrave-Gembrook Road, Emerald, Victoria

$891 for both days (inc GST, includes 10% discount for 10-year birthday celebrations) Includes a comprehensive workbook. Strictly limited numbers. 

Infoline: 1800 677 600 

Bookings: Book here

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


“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)

About the Trainer

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 eight 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 The Reputation Equation.



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