COURSE: Communicating Strategically Across Generations

Credit: Heinrich-Böll-Stiftung / Flickr

Communication strategies need to address diverse audiences, and developing compelling messages across generations can be challenging for both seasoned and emerging professionals. To establish rapport and credibility with people outside your peer group requires an awareness of generational differences in learning styles, presentation techniques and technology preferences. Presenting to a mixed-age audience compounds the issue.

Using a case study approach, this course will explore the complexities a communicator faces when devising a communication strategy for internal or external audiences across the generational spectrum, and how to bridge the potential gaps. Learn how to assess an audience from a generational perspective, and develop strategies for successful message design, media and technology delivery choices, and recognizing audience engagement and disengagement—and what to do about it.

After this course, you will be able to:

  • Understand how generational differences effect an audience’s receptivity to a communication strategy, and how to manage their expectations.
  • Analyze audiences from a generational perspective, and develop a strategy for communicating one-to-one, in small groups, and with large audiences that are diverse in age and experience.
  • Determine what technology and media work best for generational cohort groups, or mixed audiences.
  • Recognize signs of audience engagement—or disengagement—that reflect a generational framework, and be prepared to respond effectively.

Career levels: Generalist/Specialist, Strategic Adviser
Costs: IABC members: US$375, non-members: US$525
Dates: Tuesdays, 26 April–17 May 2016
Times: 9–10 a.m. PDT / 12–1 p.m. EDT / 16:00-17:00 UTC

Register Now >

peggy-okeefe Presenter / Peggy O’Keefe is a business communication professional with experience as a corporate executive, educator, and consultant in strategic media communication and technology. Corporate experience includes corporate communication executive positions in Bankers Trust and The First Boston Corporation; and as a Vice President of Multimedia Communication in the Global Technology divisions of JP Morgan, and Goldman Sachs. Early training as an educator inspired a human focus to her executive roles, emphasizing staff development, mentoring, and coaching.  In addition to global media technology management, her corporate work included recruitment, diversity management, and piloting flexible work arrangements. As an educator she focuses on university, executive, and professional/workforce development programs.

She teaches a variety of undergraduate and graduate level Marketing, Business Cross-cultural and Communication, Career Development, and Leadership and Human Capital Management courses at New York University, and Baruch College. Professional interests include cross-cultural communication and diversity management, particularly in intergenerational workplace relations. Her experience, expertise, and insights on these topics have been shared as a speaker and panelist at professional conferences.

Schedule

26 April
Setting the stage

  • Case study discussion and situation analysis
  • Lecturette on the effect of generational differences on communication strategy development, and particularly presentation design and delivery

3 May
Traditionalists and Boomers: Understanding and engaging them

  • Case study discussion and analysis
  • Lecturette on these generational cohort groups

10 May 
Gen X and millennials: Understanding and engaging them

  • Case study discussion and analysis
  • Lecturette on these generational cohort groups

17 May
Mixed-generation audiences

  • Strategies and tactics for success
  • Discussion/review of participant strategy ideas for the case study, and presentation delivery plans

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