A broader role in internal communication

Change is one part of a broader program on the role of internal communication. The six modules cover the function’s contribution to business performance, employee experience, technology and measurement, and the practitioner’s relationships and influence.

PRSA designed it for managers and senior practitioners in internal communication and HR, including communications managers with more than five years of experience.

What you’ll study

PRSA’s stated learning aims include:

• Communication planning: assessing communication systems, setting a measurement baseline and choosing a balance of push and pull channels.
• Employee experience: understanding what employees need from their employer and how to segment employee groups.
• Change: building an employee-centered change impact analysis, understanding behavioral science and influence networks, and exploring leadership communication and ongoing listening.
• Technology and measurement: the role and limits of generative AI, communication technology, and tracking sentiment, attitudes and business outcomes.
• Advisory work: developing a consultant mindset, building relationships beyond the formal hierarchy and creating stakeholder engagement plans.