By the end of this course, participants will be able to:

Strategic & Organizational

• Understand new rules of digital communication, marketing, and stakeholder engagement.
• Align communication strategies with the organization’s mission, vision, and business goals.
• Facilitate organizational change through structured communication planning.

Content & Messaging

• Develop persuasive, targeted messages for different internal and external audiences.
• Create high‑impact content across traditional and digital media channels.
• Apply storytelling, framing, and behavioral insights to support change.

Digital & Social Media

• Use social media platforms for targeted outreach and change communication.
• Leverage analytics to measure reach, sentiment, engagement, and behavioral impact.

Internal Communication & Culture

• Identify communication gaps affecting performance and change adoption.
• Strengthen communication interactions within teams and between departments.
• Build a communication culture that supports transparency, collaboration, and trust.

Measurement & Evaluation

• Develop KPIs for communication activities.
• Evaluate effectiveness using qualitative and quantitative tools.
• Report results to leadership and adjust strategies accordingly.

• Managers & Supervisors
• Change Management Leaders
• HR, Corporate Communications & PR Professionals
• Marketing & Branding Teams
• Project Managers
• Strategy, Transformation, and Organizational Development Specialists
• Team Leaders responsible for change initiatives
• Government & NGO Communication Officers

Day 1 — Change, Communication & New Marketing Rules

Morning

• Importance of communication in organizational change
• Models for change communication (ADKAR, Kotter, Bridges)
• New marketing & communication rules in the digital era
• Stakeholder expectations and communication transparency

Afternoon

• Brand alignment during change periods
• Understanding modern audiences: segmentation, personas
• Case Study: Successful communication-led transformation

Day 2 — Persuasive Messaging, Storytelling & Content Creation

Morning

• Tools for persuasive communication
• Structuring change messages using message-mapping techniques
• Storytelling frameworks for organizational change

Afternoon

• Creating compelling written, visual, and verbal content
• Tone, framing, and behavioral triggers
• Workshop: Develop a persuasive message for a real change initiative

Day 3 — Digital & Social Media Strategies

Morning

• Choosing the right platforms (LinkedIn, Facebook, Instagram, X, YouTube)
• Using social media algorithms & targeting tools
• Listening tools: social analytics, sentiment analysis

Afternoon

• Social media content planning & scheduling
• Measuring reach, engagement, and impact
• Case Study: Social media’s role in successful change campaigns

Day 4 — Internal Communications, Interaction Design & Gap Analysis

Morning

• Diagnosing communication gaps inside the organization
• Internal communication channels: intranet, newsletters, briefings
• Encouraging two‑way communication and feedback loops

Afternoon

• Designing effective communication interactions:
• Team meetings
• One-on-one conversations
• Cross‑departmental coordination
• Building trust, empathy, and emotional intelligence in communication
• Workshop: Internal communication gap assessment tool

Day 5 — Evaluation, KPIs & Integrated Change Communication Plans

Morning

• Measuring communication effectiveness
• KPIs and dashboards for communication performance
• Evaluation methods: surveys, interviews, analytics, focus groups

Afternoon

• Building a comprehensive change communication plan
• Group Project: Develop a full communication plan for a change initiative
• Final review, key takeaways & action plan

CDGA attendance certificate will be issued to all attendees completing minimum of 80% of the total course duration.