Learn to plan purposeful communications and craft clear, effective news releases.

Strong communication begins with a thoughtful plan. Whether announcing a new initiative, managing an issue, or engaging stakeholders, organizations need clear communication strategies that align with their goals and resonate with their audiences.

In this practical two-day course, participants will learn how to develop a clear and comprehensive communications plan and apply that knowledge by writing an effective news release. Through facilitated instruction, real-world examples, and hands-on practice, participants will explore the essential components of communications planning — from understanding the broader public environment to identifying target audiences, crafting key messages, selecting tactics, and evaluating results.

The course concludes with a focused introduction to news release writing, where participants will break down the structure of an effective release and draft their own using the principles learned throughout the course.

Key Learning Outcomes

• Assess their organization’s communications environment, including reputation considerations and external influences
• Identify key stakeholders and audience needs to support effective message development
• Develop strategic communications objectives aligned with organizational priorities
• Select tactical communications approaches that support broader organizational goals
• Measure and evaluate communications effectiveness using qualitative and quantitative indicators
• Write a clear and effective news release using recognized structure and messaging principles

Course Duration: 2 days | Continuing Education Contact Hours: 14

Course Endorsements & Partnerships

This course qualifies as credits toward the International Association of Business Communicators' (IABC) professional certifications.  

When applying to sit for either the exam for Communications Management Professional (CMP)® or Strategic Communication Management Professional (SCMP)® or to apply for recertification, Gardiner Centre courses can be an integral part of your application package. 

To learn more about this global standard certification, visit: gcccouncil.org. To inquire about sitting for a certification exam, contact the local IABC NL chapter at iabcnl@gmail.com, or visit: iabcnl.com. 

Instructor(s)

Craig Ennis (he/him)

Craig has worked in communications jobs nationally, regionally, provincially, and locally. His experience spans public sector (federal and provincial), private sector, not-for-profit, agency, and crown corporations, where he advised senior leaders on communications strategy and tactical execution.

As a media trainer, Craig has taught one-day sessions with clients and also worked with executives to coach and advise them in the skill over the course of months and years. Craig holds a Bachelor of Public Relations degree and a Master of Business Administration. He has received multiple awards for his communications work.