Strategic Communications:
Developing a Winning Communications Plan

Members: Free (Join)

Instructor: Debbie Mason, APR
Length: 87 min

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Producer: SNPO

Class Description:

The knowledge and skills offered in this class are a necessity in developing successful communications plans that move organizations to achieve business objectives. This course provides an overview of the components included in communications plans, followed by a step-by-step learning opportunity for participants to develop their own communications plans. Participants will leave the session with a plan outline for their organizations.

Class participants will learn:

  • The content of a communications plan;
  • Basic research methodologies for initial and evaluation research components;
  • How to develop marketing and public relations goals, objectives, strategies and tactics for plan inclusion; and
  • How to write a communications plan outline.

Class Format: 

This course is the recording of a live webinar and contains the slides and audio from the original presentation. Only a reasonably current version of FlashPlayer is needed to run this recording (most computers already have this installed).

About the Instructor, Debbie Mason

Debbie Mason's work focuses on strengthening executives and their organizations. Debbie serves as President of Strategists, Inc., which provides research, strategic planning, advocacy, and communication counseling services and Sage Musings, Inc., training and development company providing custom programs and publications to nonprofit resource centers, professional associations and nonprofit organizations. Known as an effective coach and facilitator in guiding nonprofit CEOs and boards, Debbie assists organizations through research, strategic planning, issues resolution, team building, and business development planning sessions, and the subsequent planning processes.

An accomplished speaker focusing on a variety of planning, leadership, communications and inspirational topics at regional and national conferences, Debbie is also the author of the "Nonprofit Public Relations Toolkit." Each year, Debbie serves as a catalyst for meaningful change for dozens of organizations.
Debbie’s 25 years of experience in management of communications, marketing and planning, include a decade of serving as a counsel and trainer to nonprofit and corporate organizations. Prior to this decade, her experience was with senior management corporate and healthcare experience at a national level. Concurrently, she served as a volunteer leader for dozens of nonprofit organizations in the communities in which she lived. Her work with the Broward Child Welfare Initiative won a prestigious national award in public relations, the Silver Anvil, sponsored by the Public Relations Society of America. The Silver Anvil recognizes outstanding achievement in strategic public relations planning and implementation that demonstrates the highest quality standards in the public relations profession. Nonprofit training centers and corporate clients alike rave about the results they achieve from her innovative, direct and results-oriented approach to training and facilitation of planning.
Debbie is an Accredited public relations professional and is active nationally in the Public Relations Society of America (PRSA). She served as the 2005 International Conference co-chair and is a member of the PRSA Foundation Board. Past service includes serving as a national board member for the organization. In addition, her past service to the organization includes: national assembly delegate, national professional advisor for the student pre-professional organization (PRSSA), board member of the Health Academy, board member of the Corporate Section and member of many national task forces and committees. She has held numerous chapter offices in Florida and Washington , D.C. , as well. Debbie is also a member of the Florida Public Relations Association, Women in Communication, the Alliance for Nonprofit Management and the Association for Research on Nonprofit Organizations and Voluntary Action (ARNOVA.)
Honors and awards in the industry include : 2005 Named as “Fellow, PRSA” as one of only 450 professionals nationally to achieve this honorary designation for service to the profession and to her community; 2003 Silver Anvil, the PRSA national industry award recognizing outstanding achievement in strategic public relations planning and implementation; 2002 Atlantic Florida Chapter of Women in Communication's "Woman of the Year"; The Price Waterhouse and South Florida Business Journal’s 1998 "40 Under 40" recognition for significant business and community standing; The Price Waterhouse and South Florida Business Journal’s 1994 Up and Comer in Public Relations; Who's Who in Public Relations; Who's Who Among American Women; Who's Who in Business and Finance; local and state awards for public relations and advertising programs.
Debbie is a graduate of the University of Florida , where she has served as an adjunct professor and as Chairman of the Public Relations Advisory Council of the College of Journalism and Communications. Currently, Debbie's civic activities include serving as a member of the board of directors for Florida Children's Campaign. Past service includes serving on numerous civic, business and nonprofit boards in the Greater Fort Lauderdale and Gainesville, Florida areas. A native Floridian, Debbie has offices in Gainesville and Fort Lauderdale, Florida.

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