Why are strategic communication skills so important for the media and PR sector; and how can corporate training help

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Communication skills are an essential part of any organisation or business, but particularly so for those in the media and PR sector.  Directors, managers and team leaders, as well as outward facing employees would all benefit from homing in on the core elements of just what it takes to communicate their ideas and objectives effectively. It may seem simple and logical, however effective strategic communication is all about examining who is your audience, what is the message you want to get across, what medium would help make the maximum impact, and what timing would be the most right.

Here at London Corporate Training, we offer a wide range of Communications Skills courses, including Building Communication Skills, Effective Communication Skills and Inspirational Presentations, Professional Ethics, Diplomacy and Communication and Strategic Communication Skills for Advanced Public Relations.

What are Strategic Communication Skills?

Strategic communication skills include understanding what goals the organisation wants to achieve, understanding the audience, what platforms or media it uses to distribute content, and how the effectiveness can be measured. The main purpose of strategic communication is to convey your message to the other person / team in such a way that there is alignment between your words and the subsequent actions which follow, so that your goal of the communication is smoothly accomplished.

Strategic communication skills include:

  1. Oral – Oral communication takes place over phone calls, presentations, video calls, and, most importantly, face-to-face interactions. Research suggests that the tone of voice of the speaker accounts for 40% of the successful transmission of the message.  Active listening and responding with appropriate questions are also important parts of a holistic interaction.
  2. Written – It is vital to find the right tone with written communication and try to ensure that the reader feels that the message is personal and relevant.  Different reading and processing methods should also be considered for when formulating the structure and content of written messages.
  3. Face to face – Body language is also an integral part of a positive exchange, accounting for as much as 55% of the message according to studies.  Cultural differences are important to be aware of and should also be taken into account.
  4. Non-verbal – Non-verbal communication is quite different from the above three communication skills. It consists of factors such as your tone and volume of voice, posture, facial expressions, body language, and eye contact. There is so much which can be communicated without words, but just in how a person portrays themselves, which often speaks louder than words.

Why is strategic communication skills training important for the PR and media sector?

For some people, communicating effectively with others comes naturally.  However, there are key principles that once understood, anyone can apply.  For those in the media and PR sector, these skills are essential.  Mastery of these skills ensures powerful, confident messages that clearly promote the aims and objectives of the company are transmitted through the correct channels to the right people. This in turn serves to create a trusted, consistent brand and helps build relationships with existing and potential clients.

Training can also be particularly helpful with crisis management and learning how to resolve complaints. Individuals and teams are taught how to research the appropriate media to deliver a clear and relevant message as well as how to measure success.

Another important reason for training in this area is learning how to manage communications barriers within a team, and barriers which may impede on achieving what you’re set out to achieve. In today’s digital era, and where cities are now melting-pots of cultures, there is often a big language and cultural gap. Training will teach communicators about using language, slang and and uncommon expressions in order to prevent any misunderstandings and discrimination.

Why train with LCT?

At LCT, we understand how important it is to get communication skills right and to have the right strategy in place, for the benefit of the wider organisation. Here at London Corporate Training, we have a variety of communication skills courses to suit the needs of your organisation. All of these courses are led by industry experts with who are passionate about sharing their knowledge and expertise.

The team here understand that training takes time and effort, so all of our training is offered with flexible dates as well as with a hybrid approach.

This enables us to deliver the highest level of communication skills training to your team and ensure your staff will learn communications skills in the best format possible.

If you would like to see all our Communication Skills courses, check them out here.

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