The Postgraduate Diploma in Internal Communication Management

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1 The Postgraduate Diploma in Internal Communication Management

2 and the Institute of Internal Communication, the Postgraduate Diploma in Internal Communication Management is a highly respected qualification offering a powerful mix of academic groundwork, immediate practical application and interaction with leading experts in the field. Capita Learning & Development One of the UK s leading training and development organisations with over 80 years experience in the business of developing people. Kingston Business School With its specialist knowledge in the field of internal communication, Kingston Business School offers participants an academic perspective. A winning combination Between them, the programme team offers an unparalleled combination of practical experience and academic knowledge. On successful completion of the diploma, there is the opportunity to top-up your qualification to the MA in Internal Communication Management. Institute of Internal Communication Endorsed by the professional body for internal communication professionals, to which students will receive a year's free membership. The Diploma helped me to understand what makes organisations and the people in them tick. Working in change communications, this means that not only can I now read the theory, I can put it into practice to help the people I work with not only communicate better but deliver their business objectives too. Justine Stevenson, FIIC, Change Communications Specialist, Group Finance Communications, Deutsche Bank I d worked in communicatons for 15 years, and ended up with a mass of experience, and a strong intuition when it came to creating campaigns that made a real difference, but I couldn t explain how - and that s where Capita came in. They exposed me to a wealth of research, books, ideas, and methodologies that truly opened my mind and gave me the answers I needed. So much so that I managed to put pen to paper on change campaigns in the Gower Handbook of Internal Communication because of the course Nicky Flook, Director, FIIC, Mandarin Kite Communications

3 The Programme The programme gives students a deep understanding about the essence of communication and organisations, and the confidence, gravitas and practical know how to make a real impact in their business. By the end of the course participants will be in a position to: Understand the complexities of the workplace environment Evaluate the dynamics of the organisation: how does an organisation s structure and culture affect its communication? What is the political landscape? Develop strategies for internal communication success based on this knowledge Understand different leadership styles and preferences and develop robust approaches for supporting managers and leaders in their communication roles Build communication strategies based on a deep understanding of the psychology of communication including sense-making Develop strategies to facilitate organisational change Understand the nature and impact of change, both cultural and structural Conduct audience and stakeholder analysis based on an understanding of the differences between individuals (e.g. personality type, age, gender etc) Manage the implications of communicating in an international environment Understand the psychology of change, and how communication can reduce resistance and help build the behaviours needed for organisational success Quantify what the organisation aims to achieve via increased employee engagement and identify communication strategies that support this Develop effective communication strategies to facilitate different types of change and meet business needs Manage the corporate communication environment Conduct robust communication research to understand varying needs Assess the impact of other communication sources on your strategy: from unions and works councils to external press and social media Identify how to work effectively with other Corporate Communication professionals to ensure robust reputation management Understand the potential of Corporate Social Responsibility for building commitment Explore the role of internal marketing in building an effective brand Identify how to facilitate organisational dialogue in all directions, and make informed decisions on the best use of traditional and emerging media Manage the impact of legislation on internal communication Evaluate all aspects of internal communication Be equipped for the changing role of the internal communicator Evaluate the growing implications of knowledge sharing for internal communication Anticipate and understand likely trends in social media and their role in enabling collaboration Understand the nature of influence and develop strategies for acting as an effective influencer and coach with senior leaders and others across the organisation Understand different consultancy models: know how to select and get the best from external consultants, and work effectively in an internal consultancy role Anticipate and respond to new developments in the internal communication field

4 The Benefits To you This is an intellectually rigorous programme which will provide you with techniques and knowledge that you can apply immediately It will give you the tools and skills that are essential for any internal communication manager operating at a strategic level, backed up by a professionally recognised postgraduate qualification You ll have a depth of knowledge about the psychology of communication and sense-making and an understanding of how to apply it You ll develop the ability to design communication strategies that make real change happen e.g. following a merger You ll increase your ability to influence at the most senior level You ll gain a broader perspective from people in organisations of different size and sector You ll have robust techniques for evaluating communication and demonstrating the value you add To your organisation Your organisation will have an internal communication professional with the knowledge and gravitas to operate at a senior level It will be able to develop internal communication strategies that build engagement and enable people to contribute fully to achieving organisational objectives It will have strategies, systems and structures to help people deal with change It will have a communication professional who works effectively with stakeholders at every level It will be able to communicate complex or sensitive messages in ways that employees can understand and respond to It will have access to fresh thinking from leading edge organisations It will benefit from highly practical communication expertise plus the flexibility of approach that depth of knowledge brings The connections you will make during the programme will boost your professional network You ll have the opportunity to convert the diploma into a Masters degree Your knowledge framework will equip you to think through and meet future challenges For internal communicators serious about their professional development, the Diploma has virtually become an automatic choice. It is quite simply unrivalled in our sector at this level and we commend it to practitioners and their organisations alike. Steve Doswell, Chief Executive, Institute of Internal Communication The diploma helped me with key skills, knowledge and to think more strategically... I've used it as a platform for my career. It's helped raise my game and I've been promoted since. It's made me a much more rounded IC manager and helped me to think and act differently. I always realised the value of IC but I'm much better able to articulate that now. Siobhan Roddis, Assistant Director, Global Communications at Ernst and Young

5 The Team The Diploma is designed by communication professionals, for communication professionals. Liz Cochrane, Course Director Liz leads two diploma modules and has overall responsibility for the programme. She is also a module leader for Kingston s full time MA in Corporate Communication. Liz combines this with being a director for Facta Consult, an employee research consultancy. She has extensive experience of managing and advising on internal communication in-house (utility sector and Glaxo) and as a consultant. She has contributed to published research on topics including employee engagement, creating high performance workplaces, the impact of change, innovation and creativity, and communication strategies. Jenny Davenport, Module Leader Jenny is Managing Director of People in Business, the Employer Brand Consultancy. In addition to internal communication consultancy she specialises in working with senior management, organisation development, mergers and acquisitions and employee research. She speaks internationally at conferences and has published numerous books and articles. Her most recent book, on the internal communication aspects of mergers and acquisitions, was published in November Teresa Ford, Module Leader In addition to her role as diploma module leader, Teresa also teaches on Kingston s MA in Corporate Communication and delivers short courses for the Institute of Internal Communication on communication related topics. Teresa has a background of internal communication management in a complex, global environment at BT. This included strategic planning; managing campaigns and change programmes; running internal channels for company-wide audiences; and leading professional development for the internal communication community. Guest speakers: Guest speakers on each module share challenges and successes. Recent case studies have included ACCA, BT, BUPA, Financial Services Authority, Game, Guardian News and Media, London Overground, Pfizer, Nationwide and Vodafone. The programme also includes new thinking from leading research and professional institutions and from established consultants working in internal communication. Speakers over the past two years have included Bill Quirke, author of `Making the Connections', Sheila Hirst (Omelia Hirst), Dean Russell (Lewis PR), Jane Sullivan, The Work Foundation; Paul Fairhurst, Institute of Employment Studies, Angela Baron, Chartered Institute of Personnel Development, Steve Doswell, CEO of the Institute of Internal Communication plus contributors from VMA. The Diploma opens your eyes to the wealth of academic theory that underpins why some [communication] strategies work and some don t. Pauline Page, Director, Research and Development Communications, GlaxoSmithKline As Internal Communication continues to evolve, the diploma sets apart those practitioners who are qualified to practice at a strategic level. Nigel Edwards, Communication Director, Pfizer Primary Care

6 Venues and How to Apply This programme is appropriate for people who are already in the internal communication field and are looking to develop a more strategic approach. Candidates should have significant, relevant experience in internal communication and be educated to degree level. Learning from experience can complement or substitute for academic and/or professional qualifications, providing that candidates can demonstrate significant experience in the internal communication field and the ability to study at a postgraduate level. Programme workshops will be held in central London with the induction day at Kingston Business School. Fees: The course fee is 4,299 plus VAT. The cost of the course can be divided into instalments: call for further details. The fee includes: Full student status at Kingston Business School and access to all their learning facilities, including online Materials and handouts for the course Meals and refreshments during the workshops Free first class academic writing course To help students get up to date with academic writing skills, there will be a free course in first class academic writing. Support from course tutors, all highly experienced communication professionals, throughout the programme Participants will be expected to spend a total of 4 working days attending workshops, spread over a 6 month period. A significant amount of private study is required. For more information please call This programme is endorsed by To apply please visit or call If you need further information please call ICM201204