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Communications for Small Business Owners


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Communications for Small Business Owners

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2

Table of Contents

Communications for Small Business Owners

  • Session 1: Course Overview
  • Learning Objectives
    Pre-Assignment, Part One
    Pre-Assignment, Part Two
    Pre-Course Assessment
  • Session 2: Key Communication Components
  • What Communication Is All About
    Attributes of Good Communication
    Pre-Assignment Review
  • Session 3: The Building Blocks
  • Business and Marketing Strategy
    Components of Your Marketing Plan
    Things to Consider
    Three-Year Marketing Plan Sample
    Sample Project Plan: Introduction
    Sample Project Plan: Service Awareness and Feedback
    Sample Project Plan: Annual Conference
    Making Connections
    Public Relations Plan
    Allow Some Flexibility
    Working on the Plan
    Elevator Pitch and Executive Summary
    The Executive Summary
    Essential Elements
    Developing Your Pitch: Step One
    Developing Your Pitch: Step Two
    Developing Your Pitch: Step Three
    Developing Your Pitch: Step Four
    Developing Your Pitch: Step Five
    Delivery Tips
    Practice Makes Perfect
  • Session 4: Your Communications Plan
  • Introduction
    Selecting Your Communications Destination
    Identifying Audiences, Part Two
    Making Connections, Part One
    Making Connections, Part Two
    Choosing a Communications Route
    Types of Routes
    Identifying Your Goal
    Splitting up the Message
    Making Connections
    Establishing a Communications Vehicle
    Setting up Media Guidelines
    Sample Media Guidelines
    Selecting a Spokesperson
    Developing an Approval Process
    Approval Process Guidelines
    Defining Inbound and Outbound Marketing, Part One
    Defining Inbound and Outbound Marketing, Part Two
    The Reasons for Inbound Marketing, Part One
    The Reasons for Inbound Marketing, Part Two
    Making Connections
  • Session 5: The Five C's of a Successful Message
  • Be Clear
    Sample E-Mail
    Being Clear
    Sample E-Mail
    Being Coherent
    Being Coherent, Part Two
    Being Coherent, Part Three
    Be Concise
    Sample E-mail
    Revised E-mail
    Be Complete
    Sample E-Mail
    Revised E-Mail
    Be Correct
    Sample E-Mail
    Checking for Mistakes
    Mistakes Happen!
    Be Compelling
    Compelling Copy
    Making Connections
  • Session 6: Communication Strategies
  • Setting a Goal for Each Communications Piece
    Strengthening Your Core Message
    Key Words and Ideas
    Thinking MEDIA
  • Session 7: Sharing Information Through Media Releases
  • Key Pieces of the Media Release
    Media Releases
    Drafting Your Message
    Getting Into It
  • Session 8: Communicating Online
  • Blogging Tips and Tricks
    Guidelines
    Making Connections
    Connecting Through Social Media
    Making Connections
    Getting on Board, Part One
    Getting on Board, Part Two
    Social Media Plan Worksheet: Basic Information
    Basic Information, Part Two
    Campaign Budget
    Campaign Objectives
    Competitive Analysis, Part One
    Competitive Analysis, Part Two
  • Session 9: Using Stories to Communicate
  • The Importance of Story, Part One
    The Importance of Story, Part Two
    Tell Me A Story
  • Session 10: Polishers and Time Savers
  • Communication Fact Sheets
    'About Us' Fact Sheet
    'Elevator Pitch' Fact Sheet
    'Social Media Summary' Fact Sheet
    'Strategic Summary' Fact Sheet
    'Contact Lists' Fact Sheet
    Maintaining Fact Sheets
    Making Connections
    Getting It Together
    The Three R's
    Reduce
    Reuse
    Recycle
  • Session 11: Enhancing Your Results
  • Search Engine Optimization (SEO)
    Making Connections
    Metatags
    Getting the Best Results
    Developing Keywords
    Optimizing Our Results
    Taking Your Communication Pulse
    Using Focus Groups
    Focusing on the Research
    SWOT Analysis
    Next Steps
    Making Connections
  • Session 12: Maintaining Your Message in Crisis
  • Communicating in a Crisis, Part One
    Communicating in a Crisis, Part Two
  • Session 13: A Personal Action Plan
  • Starting Point
    Where I Want to Go
    How I Will Get There
    Summary
    Recommended Reading List
    Post-Course Assessment