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Harnessing the Power of Advertising for Internal Communication

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Event Date
29th Oct 2019
9:30 am - 5:00 pm
Standard Price
£485.00 + VAT
Members Price
£375.00 + VAT

Charlotte Dahl 

Central London


Love them or loath them, ads become part of our public consciousness as well as our language. Think comparethemarket.com’s 'Simples', McDonald’s 'I’m lovin’ it', Tesco’s 'Every little helps'... Ads have the power to move people and change behaviour, engaging customers on an emotional level.Wouldn’t it be amazing if we could harness some of that power inside our organisations, improving internal communications right across a business? This course will explore everything internal communicators can learn by examining the techniques of the advertising industry and how they can be adapted inside to improve the way everyone communicates at work.  

By the end of the course, you will: 
  • Understand how advertisers engage their consumer audiences
  • Understand how to adapt these techniques to improve communications for your internal audiences
  • Have thought about and begun to scope an internal tone of voice
  • Have considered the role of stories and learn how to research, shape and structure a strategic narrative or 'brand story' for your own organisation
  • Have worked on and improved a piece of communication, understanding what good looks like
  • Be full of ideas and enthusiasm, confident to take what you've learnt and coach other to adopt the techniques
The course will cover: 
  • Emotional vs rational engagement
  • The power of storytelling
  • Learnings from neuroscience
  • Tone of voice
  • The importance of understanding your audience and how to flex your tone to make it pitch perfect inside
  • How to keep comms focussed and on track
About the trainer: 

Charlotte Dahl is creative planning director at Woodreed and has responsibility for the strategic planning of client programmes in terms of brand positioning and communication. She has worked in advertising and marketing for 20 years, on brands as diverse as Honda, FHM magazine, Selfridges, M&S, The National Trust and the NHS. She spent the first half of her career working in traditional ad agencies before focusing more on employee comms. 



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