Strategic Communications and Messaging Intensive (March 2027)

Strategic Communications and Messaging Intensive

Develop the knowledge and skills to create clear, effective messages for your organisation’s campaigns and communications.

Delivered online via Zoom, this intensive consists of two 3.5-hour sessions over consecutive days, combining research, practical tools and opportunities to apply what you’ve learnt to your own work. Both sessions include breaks.

Dates: Tuesday 16 March and Wednesday 17 March 2027

Session times by state and territory

The following times apply to both sessions:

• NSW, ACT, VIC and TAS: 10:30am–2:00pm AEDT
• SA: 10:00am–1:30pm
• QLD: 9:30am–1:00pm
• NT: 9:00am–12:30pm
• WA: 7:30am–11:00am

Maximum participants: 25

What participants say about Gemma’s training

“This is hands down the best training I have done in YEARS. So much, insightful, practical content that I could apply to my work straight away.”

Lucas, QATSICPP

“Gemma’s training was incredible, and I’m really looking forward to applying the tools and learnings in my day-to-day work. It completely changed my perspective on so many things!”

Jen Frees, Volunteering Victoria

“I felt engaged the entire time and left after both sessions feeling like I had learnt tangible skills that I was going to be able to implement into my work immediately.”

Kiera McCormick, YWCA Canberra

What does the training cover?

The Strategic Communications and Messaging Intensive explores research from cognitive linguistics and psychology, alongside practical tools to develop effective communications.

Choosing the right frames and values for an inspiring campaign

Underlying values influence how people think, feel and act. Explore how the values and frames used in your messages can shape audience responses and learn how to frame your issue in ways that connect with the people you want to reach.

Messaging pitfalls to avoid

Some communication approaches can unintentionally reinforce an opposing message and weaken your own. Learn what to do—and what to avoid—when developing communications materials.

Countering misinformation and ‘fake news’

Explore approaches to responding to misinformation, drawing on campaign case studies from around the world.

Developing a solid communications strategy

Learn how to create a practical communications roadmap that keeps your campaign focused and helps you direct your time and resources effectively.

Making sure your messages work for your audiences

Identify your audiences and develop messages that connect with the people you need to reach. Explore options for testing your messages before sharing them publicly.

Getting your organisation and allies behind your messaging

Explore resources and tools to help your organisation and allies maintain clear, consistent messaging throughout a campaign.

Applying what you’ve learnt to your own work

Throughout the training, you’ll work on real examples from your organisation, develop campaign messages, learn from other participants and receive feedback.

Learning outcomes

By the end of the intensive, participants will be able to:

• Understand the principles of effective message framing
• Recognise common messaging pitfalls and apply practical approaches when developing communications materials
• Understand narratives and their role in campaigning
• Use a template to develop a communications strategy
• Identify approaches to testing messages with different audiences
• Apply messaging principles across their organisation and with allies
• Develop new messaging ideas for their own issue
• Access resources to continue developing their messaging knowledge and skills

Workshop format and resources

The intensive includes two interactive 3.5-hour Zoom sessions, including breaks, with opportunities to ask questions, take part in practical activities and receive feedback.

The sessions will be recorded.

Participants must have audio access at a minimum.

All training PowerPoint slides and a collection of practical tools and resources will be provided to support participants in applying the learning in their workplace.

Who should attend?

This intensive is designed for people working in the not-for-profit sector who want to influence government or build public support.

It is particularly relevant to people working in communications, campaigning, organising, advocacy, fundraising and marketing roles.

About the facilitator

Gemma Pitcher began her career as a travel writer in Africa before moving into the not-for-profit sector, holding senior communications roles at organisations including ActionAid and Red Cross.

She entered the campaigning sphere as communications manager for a NSW state MP, alongside her freelance career as a copywriter.

Gemma is now a communications and messaging consultant, helping organisations develop fresh campaign stories and communicate them strategically.