Internal Communications Certificate Course

Essentials to Align, Inform and Engage Your #1 Asset

Jan. 29, Feb. 5, 12, & 19 | 1-3 p.m. ET
Four consecutive modules

Register for this immersive four-part certificate series to elevate your messaging, propel your career, and foster a winning corporate culture.

Internal comms is moving fast—and beset by challenges ranging from operationalizing AI and engaging a dispersed workforce to keeping pace with evolving attitudes around DEIU, purpose, activism and other social issues.

What’s more, there’s often a lack of clarity about where internal comms sits on the org chart, what winning internal comms plans look like and how to help drive business goals—all at a time employees are increasingly feeling distracted, disengaged and divided.

The good news: This course is the roadmap you need to navigate these complex issues—thanks to hands-on instruction guaranteed to galvanize everything from your content creation and employee satisfaction to your internal comms results, recognition and ROI.

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You'll learn to:

  • Harness the latest AI, tech stack and measurement tools to improve employee journeys and engagement
  • Craft world-class internal comms plans that deliver amazing employee experiences
  • Boost employee retention, productivity and engagement while driving KPIs and even ROI
  • Communicate change and handle crises confidently
  • Increase your influence and impact as a strategist
  • Launch or revive DEI, ERGs and wellness programs
  • Deliver informative, inspiring content via intranets, townhalls, email newsletters, IM channels and more

CURRICULUM

Master these key skills and strategies in just a few short weeks—whether you’re new to internal comms or looking to improve your results, career and recognition. If you can’t attend a live session, you’ll receive the on-demand versions to complete the course.

Week 1 | Week 2 | Week 3 | Week 4
Week 1
January 29, 2025, 1-3 p.m. ET
Strategy and First Steps
Planning for Success: Core Principles, Your Role and the Employee Journey

You’re not alone if you’re unsure what an effective internal comms program looks like and its place in the org chart. So we’ll kick things off with a deep dive into the anatomy of best-in-class internal comms—based on Ragan award-winning programs and case studies.

Attendees will learn:

  • The evolution of internal comms: Where IC traditionally sits in org charts and how to ensure clear responsibilities as silos continue to blur.
  • Your value to the C-suite: What CEOs want from internal comms and how to tie your program to organizational or business goals.
  • Your value to employees: How to conduct research on employee needs and preferences to establish a baseline—including a practical case study.
  • Anatomy of an internal comms plan: How to map out goals, KPIs, audience segments, messages, content pillars, editorial calendars and channels.
  • The “Employee Journey” demystified: How to craft persona-based engagement strategies that will resonate at every stage—from recruitment to retention.

Light Homework: Draft a TOC for your organization’s internal comms plan.

Week 2
February 5, 2025, 1-3 p.m. ET
Content and Channels
Digging Deeper: Mastering the Pen, Platforms and People Skills

It’s time to roll up our sleeves and dig into the trifecta of successful internal comms. Together, we’ll outline the channels and content you need to create connections and deeper engagement with employees—while integrating the technical with the personal.

Attendees will learn:

  • Channel FAQ: How to optimize intranets, emails, messaging (Slack, Teams) and enterprise social media (Yammer, Jive)—plus how to choose the right mix.
  • Townhalls reimagined: Innovative uses of video conferencing and new hacks for townhalls that captivate hybrid, global and even deskless teams.
  • Persuasive writing: How to craft stories that connect employees to your vision and values—plus techniques for writing clear, concise and compelling copy.
  • People skills: How to build trust and engagement through active listening, feedback tools, recognition programs, ERGs, AMAs and other initiatives.
  • Content audits: How to assess and improve your content’s impact at every stage.

Light Homework: Using the outline we provide, conduct a brief content audit of your internal comms channels and identify areas for improvement.

Week 3
February 12, 2025, 1-3 p.m. ET
Measurement and Managers
The Measure of Success: Using Data to Manage Up, Down and Through Change

Effective internal comms requires strategic partnerships and a data-driven approach. In this session, we’ll explore how to collaborate with execs, managers, SMEs and cross-functional teams to create aligned internal comms by harnessing those KPIs we touched on.

Attendees will learn:

  • Measurement toolbox: Monitoring software for your team’s needs—and how to extract insights from KPIs so you can improve engagement, productivity, satisfaction and even retention.
  • Forging C-suite alliances: How to use your data to build bridges with execs and other departments—and how to build business fluency so you can showcase results and wins.
  • Manager comms cascades: The data-driven strategies and resources that people managers need to engage dispersed teams—and how to provide them.
  • The four stages of change: Communicating effectively through change, disruption, exploration and rebuilding phases—during everything from layoffs to mergers.

Light Homework: List three to five KPIs you’d use to measure the effectiveness of internal comms at your org. Explain how they align with your business objectives.

Week 4
February 19, 2025, 1-3 p.m. ET
What’s Next
Future Communicator's Agile Playbook: Overcoming Challenges, Crises and Uncertainty

Now that you know how to plan and execute a stellar internal comms program, get ready for the unexpected! This session provides the mindset and methods you need to become an agile strategist—so you can lead change initiatives and pivot no matter what’s next.

Attendees will learn:

  • Navigating sensitive topics: Strategies for communicating during elections, labor disputes, employee activism and even RTO challenges.
  • Crisis comms blueprints: A tailored approach to crisis messaging for internal audiences—including action plans, drills and holding statements.
  • AI integration: Top AI tools designed to help enhance internal comms workflows, from content creation and personalization to analytics.
  • Emerging trends: How to prepare for developments like employee data privacy, employee generated content (ECG), AR/VR resurgence and the rise of the “unInternet.”

CLASSROOM MATERIALS

(Exclusive for Attendees)

  • The Internal Comms Tech Toolbox
  • Report: The Global State of Internal Communications
  • Guide: Using Measurement to Prove Internal Communications Value
  • Six Steps to Success: Change Communications in a Volatile World
  • The Complete Guide: How to Run an Internal Communications Audit
  • DEIB: Make a Real Shift in Your Organization's DNA

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PRESENTERS

INSTRUCTOR
Cat Colella-Graham
Adjunct Professor
St. Francis College
Read bio

Course Moderator: Alyssa Smith, Director of Event Programming, Ragan Communications READ BIO

Top 8 areas you’ll master upon completion:

  • Planning and Strategy Templates: The anatomy of successful internal comms strategy—and how to tailor the best models to your organization’s business goals.
  • The New World of Employee Journeys and Personas: How to craft persona-based engagement plans and hyper-targeted content that will resonate across today’s “hybrid” workplace employee journey—from recruiting and onboarding to retention and beyond.
  • Content Audits and Writing Like a Pro: How analyze and improve your content and channel mix, create a simple content calendar and support it with “moments that matter” copy at screams “click me” no matter where you post it.
  • Tech Stacks and the Internal Comms Toolbox: How to evaluate and integrate tools for email, intranets, workstream collaboration, live events, podcasts and video (yes, we’ll also dig into how to create stellar townhalls).
  • AI’s Role in Internal Comms: How tools like ChatGPT and Claude can enhance your content creation, writing process and visuals—plus how to manage AI risks with AI policies and style guides that reflect your voice and values.
  • Change and Crisis Comms: When, why and how employees embrace change—including how to address these drivers in your communications, even when bad news strikes.
  • Measurement Matters: The best qualitative tools (e.g., pulse surveys, focus groups, social listening) and quantitative KPIs to track and improve your initiatives.
  • What’s Next: What you must know about employee data privacy, EGC (employee generated content), new VR/AR developments, the “unInternet,” upskilling resources—and how to deepen partnerships with HR, legal and even IT.

 

Top reasons to attend this virtual certificate course

  • Master AI, measurement and new internal comms tools to engage employees.
  • Craft plans and content that improve productivity, retention and employee experiences.
  • Become a strategic counselor—increasing your organizational influence.
  • Lead change, crisis and cultural initiatives to keep your workforce united and inspired.
  • Deeply understand employee journeys in the hybrid era—using data, audits and tailored content strategies.
  • Solidify internal comms as a revenue driver and employee value creator.

Secure your seat today for this exclusive internal communications course offered by Ragan and PR Daily.

Regular Rate
$1699

Ragan Insider Member
$1599

Nonprofit/Gov
$1549

Group pricing for 3 or more is available when going through the registration process!

If you can’t attend one or more of the modules live, you will receive the on-demand versions to complete the course.

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WHO ATTENDS

Communications and public relations professionals from these organizations have earned certificates:

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Internal Communications Certificate Course Certificate

Get Recognized!

Level up your expertise and career with this immersive program. You’ll master powerful strategies and skills for crafting messaging that captivates employees, propels business objectives and solidifies your standing as a strategist. Earn the recognition you deserve, along with your official Certificate of Completion!

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HAVE ANY QUESTIONS?