Developing a robust strategic communications plan is critical for enhancing your capabilities as a communication professional. A well-crafted plan sets your agency or department on a trajectory for success and serves as a comprehensive roadmap with clear goals, objectives, strategies and tactics. In this interactive, half-day workshop, you’ll gain the expertise to devise a measurable communications plan that will bring clear value to your organization.

2024 Workshop Highlights:

• Crafting a Long-Term Strategy: Learn to create an agency- or department-wide three to five-year communications plan.
• Tailored Communications Planning: Master the art of creating customized communications plans for various projects, programs, and crises.
• Comprehensive Planning Process: Dive deep into the planning process, from initial research to final measurement, covering all critical steps in between.
• Securing Stakeholder Engagement: Gain crucial buy-in from your agency, ensuring a collaborative approach to communication efforts.
• Collaboration vs. Autonomy: Explore how to effectively collaborate with consultants on your communication plans or confidently tackle them in-house.
• Practical Application: Apply your new skills immediately with a hands-on development segment. You’re invited to bring a project from your agency that requires a strategic approach. During this session, participants will craft an outline of a communications plan tailored to a specific program, project, or crisis. Our workshop leaders will offer on-the-spot feedback, high-level guidance, and actionable suggestions.

Presenter

Northern California

Date: Thursday, April 4
Time: 9 a.m. to noon

Location: Shannon Community Center
11600 Shannon Ave.
Dublin, CA 94568

Cost: $55 CAPIO members/$85 non-members

Register

This session qualifies for a CAPIO J. Lindsey Wolf Certificate in Communications Strategic Communications credit and an APR Continuing Education Unit.

BIOS

Scott Summerfield

Scott is a principal of SAE Communications. SAE has provided communications counsel, media relations, and Joint Information Center management for many of California’s most challenging recent crises, including the 2023 winter storms, 2020 Coronavirus response, 2019 Conception dive boat tragedy, 2018 Montecito mudslide, 2017 Thomas fire, 2016 Sherpa fire, 2015 Refugio Beach oil spill, 2014 Isla Vista shootings, 2011 Seal Beach massacre, and numerous crises of confidence. SAE was recently part of a team examining the 2015 San Bernardino County terrorist attack response and recovery. Scott also advises on emerging issues such as cyberattacks, Public Records Act, and First Amendment videography.

Scott’s work includes strategic communications, key message development/training, and crisis communications for a wide range of organizations including Port of Long Beach, California State Lottery, League of California Cities, California State Association of Counties, City of San Francisco, City of San Jose, City of Palo Alto, City of Santa Clara, City of Beverly Hills, City of Carlsbad, Fairfield Police Department, Bechtel Corporation, Calpine Corporation, Intel Corporation, and many others. SAE’s educational clients include University of California – Davis, San Jose State University, Long Beach City College, Santa Barbara City College, and several local school districts.

Scott is a Dean of Instruction at the California Specialized Training Institute (CSTI), past president and lifetime member of the California Association of Public Information Officials (CAPIO), CAPIO Paul Clark Award winner in recognition of outstanding service, grants chair of the Bay Area Sports Hall of Fame, past executive board member of the City-County Communications and Marketing Association (3CMA), past board member of the Bay Area Cable Excellence Awards, and guest lecturer at the University of Southern California’s Annenberg School of Communication. Scott is a graduate of the Telecommunications and Film program at San Diego State University and is a member of its Alumni Association Board of Advisors.