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Strategic communication

Date: Continued application | Time: 09:00-17:00 | Place: Riga | Membership fees: 475 EUR + VAT

Intended for:

For building a stronger internal culture for communication, personnel, management teams.



In the everyday life of the organization, internal and external communication are increasingly merging. It is no longer possible to create a different image on the outside from the inside of the organization. Therefore, the internal culture becomes the strategic basis of the organization's competitive advantage and reputation building.

All companies are looking for the "Holy Grail" - a formula for a strong internal culture that would allow them to attract the best employees, make customers the ambassadors of the company, and ultimately earn more. However, only a few succeed.

How to build long-term relationships in an era of short-term loyalty? And why "all happy companies are alike, but every unhappy one is unhappy in its own way"? The big secret is that… not everything is always equally important.


How to find the right points of application of force in the formation of internal culture and focus resources on them?

To solve this challenge, let's answer more nuanced questions. Why does internal culture become external reputation? How to sift information from information and put it into a story? What is the invisible but real gravity of influence and power in the organization and how to work with it? Which channels are effective and how to use them? How to build internal communication during changes and crises? Why are employees your best communicators, and what happens when they're not?

Answers to these and other questions - in the seminar "Internal culture as the basis of the organization's reputation" by Ivars Svilan.

Benefits of the course:

Practical examples and a broader view of communication mechanisms and tools will allow:

  • better understand the mechanics of reputation formation;

  • transform information more effectively into accurate messages and into stories;

  • create an internal impact map of your organization;

  • find new opportunities in the use of internal communication channels and tools;

  • react better in crisis situations and use internal resources in solving them.

Course format:


  • lectures and discussions, analysis and systematization of personal experience;

  • group works, case studies analysis;

  • stories of experiences and discussions during which we will learn from each other.

Ivars Svilans.png

Ivars Svilāns

  • Communication practitioner with 30+ years of experience.

  • Worked in the media, finance, retail, education industries - Latvijas Radio, Swedbank, Maxima Latvija, Riga Technical University, Bank of Latvia.

  • The journalist's experience in entertainment, news and analytical programs has given him the opportunity to understand the mechanisms of communication and news formation.

  • Managing communication in various companies through the financial crisis, restructuring of company values, changes in business models, etc. allowed to gain crisis management experience.

  • Lectures at universities and company consulting have helped to gather experience and see regularities that can be used by companies and institutions in every field of activity.

  • Bachelor's and Master's degree in business management of the University of Banking.

  • Member of the Latvian Association of Public Relations Professionals (LASAP).

  • Winner of several annual awards in the communication industry.

  • "Pastaiga" magazine once recognized him as one of the TOP13 "Latvian PR sharks".


2 days in person | 16 academic hours

Day I


8 academic hours


How to communicate now?

  • Contemporary context and practice

What to expect ahead?

  • Analysis of business and communication environment

What are the responsibilities of management in communication?

  • Expert / Manager responsibilities plane

What is the value of reputation?

  • Differences between business and media logic



Current affairs of the participants and questions for the coach



Environmental PEST+CC analysis


Audiences and Channels matrix


The story of my family

Day II


8 academic hours


How to structure your message?

  • Information / Story

What if everything is bad?

  • Principles of crisis communication

In what formats can the message be conveyed?

  • Interviews, press conferences, performances

How to practically convey your message?

  • Messaging practice



Create a tweet from a fairy tale



How to make the crisis worse?


Applying the message to different channels


Practical speaking trial



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