1. IC rules 2. What internal communication is and why it matters - definitions - organizational communication - internal communication - employee engagement - Getting strategic - understanding your company and its challenges - ethics 3. Planning - Six essential questions - Why, Who, What, When, How, Feedback - Elements of the plan - Resources and responsibilities - SMART objectives - Templates for a comms plan 4. Audiences - Demographics - Segmentation (organization, demographics, access, attitude, outcome) - Approaches to segmentation 5. Messaging - What is a message? - Making it supportable - Making a case for change - dilemmas, proof, emotion - Keep it simple - Planning your message - a standard template - Channels and messages 6. Channels - It's all about results - The medium is the message - Social messages - misunderstandings and opportunities - Conducting a basic channels audit - Discovering what good looks like - A channe