Narrative Change & Strategic Communications Workshops

Building on a over 20 years of training experience and a decade working on narrative change, ICPA offers practical training modules focused on the development of core narrative change project and campaign design, development, implementation and evaluation skills. These training modules can be delivered as a one off, but also have been a core part of 5 different Narrative & Strategic Communications Development Labs1 , with partners ranging from Living Democracy Programme/German Ministry of Family Affairs, Social Change Initiative, Bosch Stiftung, Open Society Foundations, Never Alone Initiative & European Programme on Integration & Migration.

Our training approach features:

  • small groups (max. 15), allowing a truly interactive approach;
  • adaptation of training modules to needs of individuals and group;
  • analysis of real cases of narrative change projects in challenging environments;
  • emphasis on connecting learning and doing to nurture skill development.

All trainings are conducted by ICPA certified trainers who bring professional skills and a firm commitment to putting adult learning principles into practice in our workshops. If you are interested to know more about our workshops, feel free to contact us.

WS group photo

 

We offer three core modules:

1. The Narrative Change Approach – An Overview

Title “Campaigning to the movable middle in the migration debate – Strategies, practice & risks”
Target Group Researchers, supporters, campaigners/advocates interested in trying to shift public attitudes/narratives on migration and civic space
Standard Length 0,5 to 2 days
Group size Approx. 15 participants
Languages English, German, Italian
Foundational resources Reframing Migration Narratives Toolkit & Strategic Communications Knowledge Base

 

The aim of this workshop is to build participants understanding of what it takes to effectively engage “movable middle” audiences in the migration debate and open the floor to broad consideration of how elements of a narrative change approach could possibly be applied/adopted by participants and their organisations.

More specifically, the objectives for the workshop are as follows:

  1. Elaborate the communication challenges & understand how frames/framing are part of the problem & how reframing is part of the solution
  2. Build insight into the ‘Moveable Middle’ & consider the tactics and risks of engaging this segment
  3. Learn key elements of an effective narrative change campaigning approach from a real campaign case
  4. Consider what it would really take to shift the public debate at scale from a strategic communications perspective.

 

2. Designing a narrative change strategy

Title “Building an effective strategy for Narrative Change Campaigning on migration or civic space”
Target Group Campaigners/advocates starting a process of trying to shift public attitudes/narratives
Standard Length 2 to 2,5 days
Group size Approx. 15 participants
Languages English
Foundational resources Reframing Migration Narratives Toolkit & Strategic Communications Knowledge Base

 

This workshop is often delivered at the beginning of a campaign or project development process and the aim for participants is to build the skills, confidence and start a plan for a narrative change campaign to engage sceptical movable middle audiences.

More specifically, the elements of the workshop are as follows:

  1. The power of frames - Why frames matter and how they are employed in public campaigns
  2. Messaging to the public - Understanding the challenges, openings and different segments of public attitudes in the target debate
  3. The reframing approach in practice - Case study of campaigning to a challenging audience
  4. First steps to a campaign strategy – Participants work on developing their first ideas in a strategy using ICPA Campaign Planning Process.

 

3. The Nuts & Bolts of a narrative change campaign

Title “Building out the messaging & creative elements of an effective narrative-change campaign”
Target Group Campaigners/advocates starting a process of trying to shift public attitudes/narratives
Standard Length 2 to 2,5 days
Group size Approx. 15 participants
Languages English
Foundational resources Reframing Migration Narratives Toolkit & Strategic Communications Knowledge Base

 

This workshop is often delivered once a campaign strategy has already been built and so, the aim is for participants to develop the insights, skills & confidence to build out the messaging & creative content for an effective narrative change campaign.

More specifically, the elements of the workshop are as follows:

  1. Strategy Review & Build out process - Reflection on campaign strategy already developed and the steps needed to build out the campaign, i.e. messages, pitch/content/stories, social media, media & partner mobilisation plan
  2. Campaign build out in practice - Case study analysis of key elements a narrative change campaign
  3. Storytelling to mobilise - Working with protagonists & building stories that engage & tell the audience why the issue matters
  4. Social media targets – Considering your content targets using the PESO model
  5. Sketch out a build out plan – participants begin working a build out plan for their own work.