Personal and Business Competencies / Business Skills

Strong in Promotion — Organizational Communication That Works (4-Day Academy)

A four-day academy of organizational communication (or 4 independent modules) — communication fundamentals and the audience, writing messages people actually read, smartphone photography and visual communication, media relations, crisis communication and the company's communication system. 80% of the time is exercises on participants' REAL materials.

“Announcing” or “reaching”? Company communication that nobody reads doesn’t do its job

Corporate emails get ignored. Newsletters are clicked away without being opened. An intranet nobody visits. Press releases that never make it into the media. This is not a people problem — it is a communication problem. Organizations speak “to processes, not to people”, use corporate jargon instead of plain language, and publish plastic stock photos instead of authentic photos of their employees. And then they are surprised that nobody believes company statements during a crisis.

The four-day “Strong in Promotion” academy is a change of perspective + real skills. Day 1: the foundation — how to think about the audience, how to turn corporate jargon into human language. Day 2: content that works — writing messages, channels, a consistent tone of voice. Day 3: smartphone photography — authentic photos of employees, events and processes (80% field practice). Day 4: media, crisis, system — relations with journalists, responding to a crisis situation, information flow between departments.

Who is this training for?

For people responsible for communication — formally or informally. Especially when:

You write messages to customers, employees or partners, but the response is weak
You are responsible for the company website, social media or newsletter — and you don’t know why it isn’t working
You manage a department whose employees need to communicate with customers or the media
Your company has been through a reputational crisis and you want to be prepared for the next one
You want to build a communication SYSTEM, not just carry out individual activities

Four days: from the foundation to the system

Day 1: Foundation — communicating vs informing, the audience, corporate vs human language, the 10-second test, rewriting real documents.

Day 2: Content — writing, storytelling, WIIFM, channels (website/social/newsletter/intranet), consistency, a mini communication standard.

Day 3: Photos — authenticity > stock, light, framing, people > building, field practice (2h), joint review.

Day 4: Media + crisis + system — relations with journalists, press releases, crisis communication (simulation), roles and information flow, implementation plan.

With over 2,500 trainings in our portfolio, EITT is a trusted partner in developing communication competencies. Contact us — we run the academy as a closed course for teams or departments (max 16 people).

Benefits

Reorient communication from "announcing" to "reaching and engaging the audience" — understand different groups and tailor the message
Write messages in plain language that people want to read — structure, WIIFM, storytelling, tone of voice
Take authentic smartphone photos for company communication — light, framing, people, a real moment instead of a staged shot
Work with the media — understand what journalists are looking for, write a press release, build relationships
Respond in crisis situations — a plan, roles, a prepared statement, avoiding the most common mistakes
Build a communication system in the organization — standards, information flow, avoiding chaos and silos between departments

Who is this training for?

Directors and department heads responsible for communication with customers, partners and employees

PR, marketing and internal communication specialists looking for tools rather than theory

Press officers and people who deal with the media on behalf of the organization

Project managers and team leaders whose messages get lost in corporate jargon

HR and employer branding staff responsible for communication with teams

People who run company social media, newsletters and the intranet

Prerequisites

Responsibility for communication in an organization or team (PR experience is not required)
Willingness to work on REAL materials from your own company (emails, messages, photos)
A phone with a camera (for Day 3 — photography)

Training program

The role of communication in an organization — the company/institution as a brand and a sender, communicating vs informing, why people don't read company messages
Exercise: why nobody reads this — analysis of participants' real messages (corporate emails, regulations, newsletters)
The audience — customer, partner, employee — different groups (B2B, B2C, millennial, boomer, frontline employee), barriers, accessibility and inclusivity
Exercise: the same message in 3 versions — for a B2B customer, for the average consumer and for an employee (e.g. a price increase, a change in terms)
Corporate vs human language — plain language, cutting corporate jargon, message structure (headline, lead, CTA), the 10-second test
Exercise: rewriting the organization's real documents from bureaucratic to human language

How to write messages that sell and explain — what matters to the audience (WIIFM), storytelling in business communication
Exercise: rewriting a message about a system outage, a change to regulations/GDPR, recruitment for a program
Communication channels — website and landing page, social media (LinkedIn vs IG/FB), newsletter, internal communication (Slack/Teams, intranet)
Consistency of communication — standards, tone of voice, chaos between departments (marketing vs sales vs legal), information silos
Workshop: creating a mini communication standard for the organization — rules everyone sticks to

Why company photos are… the way they are — photos for the archive, stock vs authenticity, documentation vs communication
What works in photos — person > building/product, emotion > information, moment > staged shot
Smartphone photography basics — light (the most important thing!), framing, perspective, the phone as a tool (zero theory, 100% practice)
Business photos that work — events and conferences, products in action, people (employees, experts, management), before/after
Field practice (2h) — participants take photos in the office space, on the production floor or at a customer's site
Joint review of the photos taken, quick editing tips

Media relations — how journalists think (pace, need for comment, clickbait), what counts as news, how to write a press release
Crisis communication — what to do when there is a problem (data leak, bad press, outage), who speaks on behalf of the company, what NOT to do
Exercise: crisis simulation — rapid response, division of roles, preparing a statement
Managing communication — roles and responsibilities, information flow between departments (sales, marketing, legal), avoiding silos
Action plan (2h) — each participant/department creates 3 concrete communication actions for the next 30 days, 1 systemic change and 1 standard

Delivery Methods

Online

Convenience of participating from anywhere
Interactive live sessions with trainer
Materials available for 30 days
No travel costs

On-site

Direct contact with trainer and group
Intensive hands-on workshops
Networking with other participants
Full focus on learning

Training Topics

Frequently asked questions

Is this training for PR specialists or for ordinary managers?

For both. PR specialists get tools for their everyday work (writing, photography, media, crisis). Managers will see that communication is THEIR responsibility — not just the marketing department's. The marketing department provides the tools, but experts across departments hold the knowledge that needs to be communicated.

Do I have to attend all 4 days, or can I choose modules?

The 4-day academy gives the best results (foundation + content + photos + system). But each day is also a standalone module — you can choose, for example, only smartphone photography (Day 3) or only crisis and media (Day 4). We recommend the academy for teams responsible for all communication.

Is the training slide-based?

NO. 80% of the time is spent on exercises using the organization's REAL materials — emails, regulations, messages, photos from the company phone. Slides serve only as a framework. The trainer works with the specifics of your industry (manufacturing, services, administration, NGOs) — cases are agreed before the training.

Will I learn to take professional photos?

Day 3 is SMARTPHONE photography for company needs — not professional documentary photography. You will learn how to take authentic, clear photos of employees, events and processes that can be published on social media, on the company website and in reports. Without buying expensive equipment.

What will the organization gain from the training?

Each department leaves with 3 concrete communication actions to implement within 30 days, 1 systemic change (e.g. a content approval process) and 1 standard (e.g. rules for sending emails to distribution lists). Plus: a mini communication standard for the organization, checklists, and a library of authentic photos taken during the workshops.

Will I receive a certificate after the training?

Yes, every participant receives a personalized certificate of completion of the academy issued by EITT.