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Public Sector Communications & Engagement Strategy Masterclass

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Develop a communications and engagement strategy for your project, service or program in 48 hours

Galvanise stakeholder hearts and minds for better community, environment and economic outcomes.

While your corporate communications strategy provides the overarching framework for delivering key messages, specific organisational services, programs and projects need a tailored communications approach to ensure they deliver the right messages to the right target audiences through the right mediums at the right time.



This two-day workshop is designed for public sector employees working in communications, community engagement, advocacy, marketing, events, service delivery and project management.



The content of the masterclass is based upon our proven Core Communication Method for Stakeholder Engagement™.



Step 1:     Purpose

Outline of the purpose of the strategic communications and engagement plan, the communication opportunity to be leveraged and expected key outcomes.

Step 2:     Project:    

Outline of why the project is needed, SWOT analysis, risk / issues profile and mitigation measures, and strategic communication goals and objectives.

Step 3:     Policy

Outline of the policy, legislative and strategic context to:

  • understand key drivers for the project
  • ensure alignment with the Community Vision, Council Plan, Communications Policy, Media Policy, Community Engagement Policy and other relevant strategies, plans and policies.

Step 4:     Publics

Identification and analysis of internal and external stakeholders to:

  • understand their interest/impact/influence on the project and their communication/engagement needs
  • gather feedback to inform decision-making and
  • strengthen community relationships.

Step 5:     Positioning

Outline of the overarching strategy for positioning the project in the minds of stakeholders and the wider community, and underpinning the tactical program.

This section also includes positioning communications, such as:

  • project vision and value proposition
  • master narrative
  • supporting key messages for FAQs.


Step 6:     Participation

Outline of the engagement approach and recommended engagement techniques and activities, to capture the views and ideas of both key stakeholders and the wider community. This includes closing the loop on all engagement processes by reporting the key outcomes back to the community.

Step 7:     Promotion

Outline of recommended communication tools and tactics to raise broad community awareness, understanding and support for the project, using council owned, bought and earned mediums, and third-party mediums as appropriate.

Step 8:     Plan

Implementation plan, detailing a calendar of communications and engagement activities, recommended resources, timing and responsibilities.

Step 9:     Proof

Outline of key performance indicators to evaluate the goals and objectives of the strategy.



“I have gained incredibly valuable information, strategies, ideas and techniques which I will apply in the preparation of a corporate [communications] strategy.” Alison Martin – Communications Coordinator, Colac Otway Shire Council

“Thank you to Ros Weadman for this expertly delivered masterclass! Truly enjoyed being part of it and to soak up all the learnings.” George Bakker, Change Communication Specialist, Boroondara City Council (on Linkedin)

“Ros has an absolute wealth of knowledge and passion for communications, I could not help but leave the session feeling energized, inspired and ready to tackle new challenges using the insights and principles that we had discussed. I wish everyone in my team could have this experience!” Emma Williams, City of Ballarat



Date & time:     Mon 28 & Tues 29 March 2022

Venue:     Meeting Room, Level 1, 402 Belgrave-Gembrook Road, Emerald, Victoria

$990 for both days (inc GST) Includes a comprehensive workbook. Masterclass limited to 8 participants. 

Infoline: 1800 677 600 

Note: Event requires minimum number to go ahead. No recording of event proceedings permitted.



Book your seat here.





Ros Weadman FPRIA is a leading authority on public sector communications, engagement and reputation. Ros has more than 35 years’ experience building brands and enhancing reputations, including 16 years as a communications manager in Victorian local government. Ros’s work in local government has been recognised with national and state awards from the Public Relations Institute of Australia for community communication and issues management.


Ros draws on her specialist knowledge and expertise to design and deliver local government-focused consulting services, training and mentoring programs, presenting relatable stories that bring to life real solutions.


While working for councils, Ros led crisis communications teams responding to some of Australia’s highest profile incidents, including the Cranbourne Methane Gas crisis (2008), Black Saturday fires (2009), Springvale Salmonella outbreak (1997) and Victorian Gas crisis (1998).




In-house workshops – to discuss your needs, please contact us here.

Public workshops – See the Events page for upcoming public workshops.


'Ros has an absolute wealth of knowledge and passion for communications, I could not help but leave the session feeling energized, inspired and ready to tackle new challenges using the insights and principles that we had discussed. I wish everyone in my team could have this experience!'

Emma Williams
Communications & Design Team, City of Ballarat

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