Writing For Stakeholders Course Outline

Media Manoeuvres’ stakeholder communications messaging strategy, PUSH^© has been hailed as one of the most effective methods of analysing stakeholder communications, uncovering glaring gaps and developing key messages that hit the mark because they are based on analysis rather than wordsmithing. 

The process has been developed by our journalists and expert corporate communications advisers and works particularly well when dealing with issues.

Our messaging strategy – framed in an interactive one day workshop – provides you with a process that you will use again and again in your workplace.

This workshop comprises four parts:

1.      Strategic organisational or issue mapping
2.      Stakeholder mapping
3.      Key message structure, PUSH^©
4.      Writing for your stakeholders – media releases, correspondence to stakeholders, speeches etc

The process builds capability in mapping the environment and stakeholder groups that messages need to compete or operate in. The PUSH^© communication model produces strategic messages (content) which can be incorporated into communications strategies.

Mapping includes:

Stakeholder group (or individual) identification
Influence levels
Drivers
Perceptions
Issues/barriers related to perceptions
Gap analysis

      Key Message Development 

This part of the day identifies the relationships between mapping and messages. Participants put words together under the PUSH^©  structure.