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How can you make communication trainings engaging for staff and clients?

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Communication trainings are essential for developing strategic communication leadership skills, but they can also be boring and ineffective if they are not designed and delivered well. How can you make communication trainings engaging for staff and clients, and ensure that they achieve the desired learning outcomes? Here are some tips to help you create and facilitate communication trainings that are interactive, relevant, and impactful.

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Mylinh (Catherine) Lee

Senior communications professional

1 Know your audience

Before you plan your communication training, you need to understand who your participants are, what their communication needs and challenges are, and what their expectations and goals are. You can use surveys, interviews, or focus groups to gather this information, or you can use existing data or feedback from previous trainings. Knowing your audience will help you tailor your content, methods, and examples to their interests, preferences, and levels of expertise.

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Hassan Wardere, MA, PMP

Principal Consultant at Bulle Consulting | Capacity Building Strategies for SMEs and CBOs, International Trade Policy, ROR Framework Development
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Understanding the nuances of your audience is crucial for effective communication training. However, a deeper dimension is achieved by integrating a culturally congruent strategy. By ensuring that training materials resonate with the cultural backgrounds of participants, we transition from mere communication to meaningful connection. This goes beyond mere customization based on surveys or feedback; it's about honoring the diverse lived experiences of each participant. In doing so, we create an equity-driven process that promotes genuine inclusivity. It's not just about catering to diverse backgrounds, but also celebrating and valuing them, steering clear of superficial gestures and truly enriching our training framework.

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2 Use a variety of methods

Communication trainings should not be limited to lectures, slides, or handouts. You should use a variety of methods to engage your participants and appeal to their different learning styles. For example, you can use case studies, role plays, simulations, games, quizzes, videos, podcasts, or stories to illustrate communication concepts and principles. You can also use group discussions, brainstorming, debates, or peer feedback to encourage interaction and collaboration. You can also use online tools, such as polls, chats, or breakout rooms, to enhance your communication trainings in virtual settings.

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3 Provide clear objectives and feedback

Communication trainings should have clear and specific objectives that are aligned with the learning outcomes and the participants' needs and goals. You should communicate these objectives at the beginning of the training and review them at the end. You should also provide frequent and constructive feedback to your participants throughout the training, and ask them to evaluate their own progress and performance. Feedback can help your participants identify their strengths and areas for improvement, and motivate them to apply what they have learned.

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4 Make it relevant and practical

Communication trainings should be relevant and practical for your participants, and not just theoretical or abstract. You should use real-life examples, scenarios, or challenges that your participants can relate to and learn from. You should also provide opportunities for your participants to practice their communication skills and apply them to their own contexts and situations. You can use role plays, simulations, or assignments to simulate realistic communication situations and tasks. You can also provide follow-up support, such as coaching, mentoring, or online resources, to help your participants transfer their learning to their work or life.

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5 Make it fun and memorable

Communication trainings should be fun and memorable for your participants, and not just informative or instructive. You should use humor, stories, or anecdotes to capture your participants' attention and make your content more engaging and memorable. You should also use gamification, such as points, badges, or rewards, to make your trainings more fun and competitive. You should also use repetition, review, or summary to reinforce your key points and help your participants retain what they have learned.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Mylinh (Catherine) Lee

Senior communications professional
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To make communications training engaging for everyone, the trainer must know the comms pain points in the audience’s organization(s). Use surveys to gather input pre-training, also talk to senior leaders to fully understand key issues, and gather friendly, anonymous media perspectives on the organization if appropriate. During the training, use case studies of well known brands, ask each participant to bring in a real life situation they may experienced to workshop, and use humour to engage the training. Inform the audience at commencement of the training that a survey will be conducted after the training to identify any learning gaps and to gather feedback on the training.

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How can you make communication trainings engaging for staff and clients?

1

2

3

4

5

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1 Know your audience

2 Use a variety of methods

3 Provide clear objectives and feedback

4 Make it relevant and practical

5 Make it fun and memorable

6 Here’s what else to consider

Strategic Communications

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How can you make communication trainings engaging for staff and clients?

1

2

3

4

5

6

1 Know your audience

2 Use a variety of methods

3 Provide clear objectives and feedback

4 Make it relevant and practical

5 Make it fun and memorable

6 Here’s what else to consider

Strategic Communications

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