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NSOB and Berenschot initiate Executive Strategic Communication Training Programme

Communication issues are becoming increasingly complex causing managers and communications strategists to be confronted with increasingly greater challenges. This is why the Netherlands School for Public Administration (NSOB) and Berenschot are initiating an executive strategic communication training programme. This training initiative responds to the call for gaining insight into government communications at high levels.

By learning from the forerunners of the communication discipline and top management, participants develop a new vision of strategic communication. Extensive attention is devoted to bringing large-scale government projects to market, the coordination of the overall communication function and the influence of the media, including online media, on policy and implementation. Drawing lessons from international examples is an important part of the programme. In this context, Alastair Campbell will address participants in London about his role as the top communications advisor to Tony Blair during 1997-2003, and meetings will take place in the United States with bloggers in Washington and scientists at Harvard University in Boston. As a key instructor, Jacques Wallage will also play a prominent role in the training programme.

The strengths and weaknesses of the federal government’s communication function were recently highlighted as part of an analysis conducted by Berenschot. In this ‘Status Report’, the progress of the Communication Directorates of the thirteen departments on their way to the ‘Ideal Communication Directorate’ was analysed. The executive training programme builds on this.

The target group for this executive strategic communication training programme occupies strategic positions in policy, execution or communication with government or semi-government departments/agencies or is expected to occupy such positions in the future. Due to its multi-faceted dimension and well-known key instructors, the programme offers added value to communication professionals and key officers working in a hectic media landscape and a demanding environment. Participation deepens the knowledge concerning the benefits of collaboration between ‘policy’ and ‘communication’, expands the national and international network and enables participants to be more effective in switching between long term communication strategies and short term tactics in the implementation of policy. The deadline for registrations is 11 December 2009. A brochure with further information is available at www.nsob.nl.

Berenschot is an independent organisational consulting firm with over 500 employees in the Benelux. We have consistently impressed our clients with smart and new insights for 70 years. We acquire new insights and make them practicable. We do this by combining innovation and creativity. Each time, over and over again. Clients opt for Berenschot because our advice gives them a head start.

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