Practical workshops for experienced and novice managers with communication responsibilities

 Discover the Secrets for Realising the Benefits from Communicating your Project

How to demonstrate return on investment for project and programme activities
• How to use publicity to win recognition for your achievements and successes

Proven techniques to help you win recognition for the value your project or programme brings to your organisation

Only 12 places available per workshop
Next open workshop 22-23 June 2011


 In-house workshops delivered globally 
+44 (0)20 8771 4050


This workshop is very practical and directly relevant to the issues and challenges you face in your current role

Over two days you will develop strategies, activities and new skills to explain the benefits and value your project brings to your organisation.

Plus you will have a greater understanding of how to use a range of publicity tools and techniques to win recognition for your achievements and successes.

Each day you will leave with at least four tangible communication tools you have developed that are tailored to your audiences as well as your team’s capabilities.

There will be lots of time working with your workshop leaders one-on-one and in small groups to resolve any implementation issues and make sure your plan and schedule work for you.

These two days are directly relevant to project managers. We'll be sharing lots of tips, techniques and tools that professional communicators use on a daily basis. You won’t need theoretical knowledge or qualifications to use them as well.

Here are just some of the problems this workshop solves

“Communications is under attack as being wasteful in the current climate”

Communications is always under attack because it is not a revenue-earning activity. During the workshop you’ll learn techniques that you can use to demonstrate to senior people, including accountants, that you are delivering value to the bottom line as well as to your organisation’s reputation. Once you know these techniques it will be much easier to win budget for future communication activities also.

“During off-shoring projects it’s very difficult to explain the benefits to those who are being made redundant”

During the workshop we will look at specific issues like this that delegates are facing. You will learn techniques for uncovering whom you most want to persuade and the key messages that will change their perceptions of your project.

“Our biggest challenge is demonstrating ROI and impact on the business without the high costs of analysis”

You don’t need accountancy know-how or big budgets to calculate the financial value of your project. We’ll spend time practising the ROI equation in different scenarios so that by the time you leave you feel confident using it in your project.

“Too much is going on making it difficult to communicate the importance of our project”

People will be interested when they can see the benefits for themselves. During this workshop we’ll look at both how to measure value and how to publicise your achievements in ways that capture the attention of your audiences.

“Sometimes the benefits are complex and not obvious to others”

During this workshop we will spend time brainstorming the benefits of your project in everyday language that your audiences can relate to and understand. You’ll leave confident that you can explain how your achievements deliver value to your organisation and different audiences.

“With the economic climate as it is budgets are being pulled, people don’t see the value of communications”

One of the biggest challenges project teams face is proving how communication activities make a tangible difference to their projects. The answer is to quantify the cost of activities relative to the financial value they create for your organisation – using ROI. All project teams should be doing this whether the economy is in a downturn or upswing.

“Unless senior management can see the benefit to their overall objectives they lose interest”

ROI helps you link the tangible benefits of your project to business objectives like increasing sales, boosting profits and growing market share. You are able to show that your use of resources – both people and money – has delivered value. That will get their attention.

“We want to improve our feedback mechanisms”

During this workshop we will evaluate numerous measurement and feedback mechanisms and you will be able to select the ones that best fit your needs and the resources you have.



What we’ll cover each day


Day one – Demonstrating Return on Investment for Activities

Measuring & monitoring techniques that are not time consuming
  • Five essential areas to monitor – that will prove you are delivering value to your organisation
  • The core business criteria sponsors and executives use to decide whether or not a project is successful
  • How to benchmark where you are now and create a starting point to measure future improvements against
  • Pros and cons of the ten most popular measurement mechanisms to help you select the most appropriate for your project
Calculating a ROI that is relevant
  • Jargon-free explanation of return on investment and how to use it in projects
  • Choosing what to measure - the four tangible benefits organisations expect projects to deliver
  • Step-by-step walk-through on using the ROI equation to demonstrate value
  • Identifying the role communication activities have played in improved results
Sustainable outcomes
  • Holding on to the gains and avoiding slippage back into old ways of working
  • Managing dissonance – winning at the games people play to avoid changing the way they work
  • Listening to language to determine the degree to which change has been embedded in your organisation
  • Techniques for transferring learning and knowledge into business as usual
Reporting upwards
  • Using an after action review to look back and learn from what actually happened
  • Looking at value to demonstrate tangible and intangible improvements to your organisation
  • Looking forward at implications and opportunities for the future for your organisation and your team
  • Optimum structure for a report that will be read and acted upon

Day two – Winning Internal Publicity and Recognition

Drawing attention to your successes
  • Being noticed for the right reasons
  • Five key questions to help you work out who you want to tell and what you want to tell them
  • Tips for persuading senior managers to recognise and value your teams’ hard work and achievements
  • How to gain industry recognition
Identifying opportunities for publicity internally and externally
  • Researching internal and external publications and short listing those that best reach your target audiences
  • Using blogs, podcasts and social media to communicate your messages
  • Balancing the costs of different publicity options against their benefits
  • Tangible ways to reward your team for their efforts, that they will appreciate
Creating a story précis for print and online publications
  • Providing a structure that keeps content aligned with the project’s aims and objectives
  • Focussing on the difference you and your project team are making
  • Drilling down to a few key messages audiences will remember
  • Winning support before beginning to create content
Persuading editors and journalists to use your stories
  • Pitching a story to print and online publications, both internal and external
  • Finding unique angles that will convince editors to run your stories
  • Building ongoing relationships with internal and external journalists so they return your calls
  • Techniques for monitoring coverage that are easy-to-use and inexpensive



What's included

You will receive individual coaching and feedback during each day, as the workshop is limited to 15 delegates. This ensures that we can meet your individual needs.

Course manual

You'll take home an invaluable manual containing detailed background information, plus plenty of room for your own notes. Everything you learn will be at your fingertips long after the workshop ends.

Follow-up support

Also included is a follow-up session two weeks after the workshop to help you work through issues implementing your communications plan and schedule of activities, plus ad-hoc email support from workshop leader Jo Ann Sweeney.

Two books

Critique of Communications Channels, a comprehensive overview of the 25 communication channels most popular with project managers.

Guide to Writing a Story Précis, a step-by-step guide that any member of your team can follow to create content your stakeholders will read.

Newsletter subscription

You will get a free subscription to the monthly CommsAbilities ezine containing practical advice on turning projects and programmes around using communications.


Introducing your workshop leader

Jo Ann Sweeney BA FCIM(Dip) FCB Journalism(cert)

Jo Ann Sweeney is a communications consultant who helps project teams win the support of their sponsors, senior executives and end users.

She is known for her ability to clearly communicate technical and complex information so audiences understand both the detail and relevance to themselves.

Jo Ann specialises in helping clients develop communication plans that they are able to implement with the resources they have.

Her results-focused approach ensures communications achieve their objectives, meet audience expectations, make best use of resources and deliver value to reputation and the bottom line.

Projects have spanned skills development, new product launches, office relocations, redundancies and redeployment, political lobbying, technology rollouts and brand makeovers.

Jo Ann's portfolio includes projects for  BT, O2, Federation of Small Businesses, London Councils and Transport for London.

She has more than 25 years experience and is a trained journalist, chartered marketer and fellow of the Chartered Institute of Marketing, fellow of the British Association of Communicators in Business and member of the Institute of Directors.

Dates, locations and fees

Open workshops

Open workshops are held in central London at four-star venues and include morning and afternoon refreshments as well as a two-course lunch.

Next open workshop 22-23 June 2011

The delegate rate is £994 + VAT per person

Early bird discount of 20 per cent for payment in full by 25 May 2011 – meaning you pay just £795.20 + VAT per person.


In-house workshops

In-house workshops are run at a venue of the client’s choice and can be delivered anywhere in the world.

Fees are dependent on number of delegates and location.

For more information contact Jo Ann Sweeney
 +44 (0)20 8771 4050

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