Strategic communications training

As campaigners and communicators, we have a lot to learn from the past few years. Despite all the effort we put into crafting our messages, the way most of us are communicating just isn’t changing hearts and minds on our issues. That’s where strategic communications comes in.

This approach to campaign communications starts from the best evidence available about how and why we form attitudes, and looks at how to connect our causes to the values that matter most to people. Our free strategic communications trainings will give you a broad grounding in strategic communications theory and practice, and teach you how to use this approach in your work.

Who is this training for?

If you’re a communicator or campaigner working on poverty and inequality, this training is for you. These workshops are particularly aimed at small voluntary sector organisations (VSOs) working in London, and those with lived experience of poverty or inequality are particularly encouraged to attend.

If you’re not sure if this training is right for you or your organisation, get in touch with us at and we’ll be happy to talk it through with you.

What does the training cover?

Our level 1 training gives you a broad grounding in strategic communications theory and practice. It covers:

  • Why facts alone aren’t enough to persuade people
  • How to use framing and shared values
  • Understanding your audiences
  • Why mythbusting doesn’t work
  • Communicating structural problems
  • Showing hope and agency
  • Crafting your messages

Our half-day level 2 training builds on this, deepening your understanding of the concepts and equipping you to better put this approach into practice in your organisation. It covers:

  • A deeper look at framing through common frames in the last few years
  • An in-depth look at how one organisation is reframing poverty
  • An in-depth look at how one organisation is reframing reproductive rights
  • A practical look at how to test your messages

What is strategic communications?

Using insights from behavioural science to understand how and why people respond to some messages over others, strategic communications uses values-based framing to create messages that change hearts and minds.

Why does mythbusting often leave people believing the myth more strongly? Why should we think twice before making economic arguments for our campaigns? Why did Ireland’s abortion rights campaigners stop using the word ‘choice’? Why is it important to be careful about the metaphors we’re using? And how did the wording of campaign materials about environmental conservation lead more people to support a disability rights charity?

Strategic communications is the theory behind these questions. It looks at common ‘frames’ that the public hold – familiar stories about key issues and concepts that act as mental shortcuts and can form barriers to changing people’s minds – and how to work with and change these frames. It looks at how different values move us to see issues in a very different light. And it takes seriously the danger of fatalism – of the wrong messages causing us to bury our heads in the sand, and switch off from caring.

What do other people think?

‘As a result of today’s session and thinking about what the sector are doing in this area, I want to fundamentally change how we do our comms.’

‘Most useful (and thought-stretching!) training I’ve had all year’

‘It was a really informative day which was gold dust to a small charity like ours’

‘It was really fascinating to look at the detrimental effect ‘fact-checking’ has and to understand how values are used to benefit from this.’

‘We’d highly recommend this training for professionals and volunteers alike, everyone around the table from those hearing the terms for the first time to people who have been campaigning for years learnt something useful from the session.’

Where, when and how much?

Due to the ongoing public health crisis, we are rescheduling all level 1 workshops for March, April and May and taking them online. This page will be updated when new dates are confirmed, and if you’ve already been accepted or placed on the waiting list for any of the sessions, we will be in touch by email about the new dates.

If you’d like to attend an online session, you can register your interest using the form below, and we’ll let you know when new dates are confirmed.

Thanks to funding from Trust for London, this training is free of charge.

Register interest

* indicates required

Please confirm that you’re happy for us to contact you by email about this training session.

You can unsubscribe at any time by clicking the link in the footer of our emails – but please be aware that, if you do this, we won’t be able to let you know if your event is moved or cancelled. For information about our privacy practices, please visit our website.

We use Mailchimp as our marketing platform. By clicking below to subscribe, you acknowledge that your information will be transferred to Mailchimp for processing. Learn more about Mailchimp’s privacy practices here.

Share this

Share on facebook
Share on twitter
Share on linkedin