Communicating Purpose: Virtual Learning

Communicating Purpose: Virtual Learning

“Today, if an organization doesn’t have a digital footprint, it’s irrelevant. It seems the same will be true in the coming decade for organizations that aren’t purpose-driven.”   -  Zac Mercurio

With purpose moving ever higher up board room agendas and with internal communicators in the hot seat to help shape, communicate and embed it - purpose is fast becoming a  key priority for IC.

Communicating Purpose will explore the increasingly vital role of purpose in today's organisations and for internal communicators, and will support IC professionals to make the most of this opportunity.

Whether refreshing, re-communicating, or launching a new purpose the workshop will provide you with the tools you need to create, launch and embed purpose - using purpose to drive engagement and making it more than just words on a wall.

Learning Objectives

  • 4 IoIC CPD Points To understand the power of purpose in driving greater employee engagement
  • To know what makes a compelling purpose statement
  • To feel inspired by new ideas and ways of communicating your purpose
  • To be able to develop a clear communications plan for launching a new purpose
  • To understand what ‘embedding’ your purpose means in practice.

Who should attend?

The course is aimed at anyone refreshing, re-communicating, or launching a new purpose - or anyone who would like to be prepared to. 

The course is most aligned to the Strategy, Planning and Business Acumen and Influencing and Advising areas of the Profession Map and is suitable for those at levels 1, 2 and 3. 

What will the course cover? 

  • Why purpose has become the ‘new best thing’ and how the workforce of the future will demand ‘greater purpose’ from organisations
  • Creating a compelling purpose statement
  • Launching a new purpose – including objective, tactics, measurement
  • Embedding purpose –  the role of internal comms and a four-step organisational embedding framework to bring purpose to life.

Key concepts and models covered:

  • Engage for success engagement enablers
  • Two models Chris Crofts has designed for purpose communications.

Additional Benefits

Additional benefits include:  

  • Opportunities to share ideas and learn from other organisations and practitioners with group exercises and discussions
  • Pre and post-course access to Canvas, the IoIC's dedicated online learning environment
  • Access to specially designed purpose communication models 
  • Learning from an experienced internal communication specialist 
  • Four CPD points for IoIC Members.

Please note that we use Zoom for our online courses. Please ensure that you are able to access this system where you are based before booking your place. 


Chris Crofts

Chris Crofts

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