This session is part of the 2021 Communication Management Pro Series.
Communication Strategy: Up Your Game
Are you respected as a strategic player? Maybe it’s time to up your game. Learn from Cason Lane, ABC, who has spent 25 years in strategic communications. In this session, Cason will discuss the anatomy of a communications strategy, what separates strategic thinkers from tactical ones, and some real-world examples of what strategy looks like in action — from internal communications to marketing to corporate social responsibility.
Use this strategy session as a refresher in preparation for the Communication Management Professional (CMP) and Strategic Communication Management Professional (SCMP® ) certification exams to be offered in Irvine, California on May 1, 2021.
Networking is an important feature of our IABC chapter gatherings, so please plan to stay online following Cason’s presentation for a 30-minute Q&A about CMP and SCMP certification with Danielle Bond, SCMP – Vice Chair IABC Executive Board.
About Cason Lane
Cason Lane, of Cason Lane Strategic Communications , is an award-winning advisor, planner and writer with 25 years of experience in internal and external communications. Working with clients such as KPMG, Honeywell, Wells Fargo and the U.S. Navy, Cason helps organizations navigate opportunities like mergers, acquisitions, brand repositioning, corporate social responsibility and complex global change.
Before starting his consulting company in 2007, Cason spent eight years managing corporate communications for Jack in the Box restaurants. Earlier in his career, he worked in patient communications at Kelsey-Seybold Clinic in Houston, in public relations at Houston Community College System, and as a journalist in Texas, Oklahoma and Louisiana. Cason is an accredited member of IABC, which means his work is held to a globally recognized standard for communication strategy, and he is formerly IABC-San Diego’s Communicator of the Year. He has also served as an evaluator in IABC’s Gold Quill and Silver Quill awards programs, and his work has earned nearly 30 awards from IABC, the Association of Marketing and Communication Professionals, and the Public Relations Society of America (PRSA). Cason is also a sought-after mentor. He has mentored for the IABC Foundation’s Gift of Communication program, for young professionals in the San Diego chapter of PRSA, and for undergraduate students at the Lavin Entrepreneurship Center of San Diego State University.
About Danielle Bond
Danielle Bond is the CMO of global engineering and infrastructure advisory firm Aurecon where she leads Brand, marketing and communication strategy. Prior to joining Aurecon in 2009, Bond led the marketing team at Ernst & Young in Oceania and several Australian law firms, including Corrs Chambers Westgarth. Brand strategy is a passion, and a strength. In all her roles she has worked closely with people and client leadership to differentiate and align the brand promise between employees and clients. She is a highly collaborative and creative leader and is passionate about people, innovation and workplaces of the future.
About 2021 Communications Management Pro Series
Professional communicators must draw on a powerful and diverse set of skills to guide and strengthen their organizations, teams or clients. Ethics sets the foundation. Strategy is the keystone. And analysis ensures architectural integrity. Engagement, context and consistency are the mortar that brings all the pieces together to build success.
Join the IABC Los Angeles, Orange County, San Diego and San Francisco chapters and explore each of these key areas in our 2021 Communication Management Pro Series. Each session is led by a seasoned communications leader who knows what today’s C-suite and employers are looking for and what’s needed to pass the IABC Communication Management Professional (CMP®) and Strategic Communication Management Professional (SCMP®) exams. Use the series to work toward your CMP or SCMP certification in 2021 (the exam will be held following the series) or simply use it to refresh or improve your communication management knowledge and practice.