Working powerfully with internal stakeholders

Creating win-win relationships in your content, communications and marketing approach

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Success in any communications or marketing activity relies on the involvement and buy-in of multiple stakeholders. From senior leaders, to service peers, to academic staff/faculty... there are layers upon layers of people within our organisations that we need to involve to make a marketing or communications plan or campaign fly!

But how do you navigate what can often be tricky and disempowering conversations?

We can feel like stakeholders don’t get us, don’t get what we’re trying to achieve, or just want to tell us how to do our jobs. We can be left feeling that our beautiful creativity is reduced to compromise, or culled altogether.

And the stakeholders who really get us and support us? They can feel few and far between and we worry about leaning on their time, support and good will too much.

But hiding from stakeholder engagement doesn’t work either.

So how can we do it in an empowering and mutually beneficial way in which the goal is win-win, not compromise?

This programme is designed for content, UX, communications/PR, marketing and advancement professionals in the education and related sectors. Over six modules, we will help you to embed a powerful approach to stakeholder engagement within your organisation.


You will understand:

  • How to identify and prioritise your stakeholders
  • How to attract their interest and attention
  • How to reach consensus and achieve a win-win relationship
  • Practical and creative ways to involve and engage them
  • How to create accountability and reliability in your relationships and projects
  • How to have difficult conversations with stakeholders
  • How to be productive and present with people who trigger us
  • How to get completion and free yourself from the judgements we carry about ourselves and others when things don’t go how we want them to.

Your Instructor


Tracy Playle
Tracy Playle

Tracy is the founder of ContentEd, and the CEO and Chief Content Strategist at Pickle Jar Communications. She is a coach, consultant and global public speaker.

Since the early 2000s Tracy has worked in and with the education sector to create and manage content for schools, colleges and universities. She is one of the world's leading content strategists with a specialism in working with the education sector. Starting her career working in a leading university, in 2007 she set up her own consultancy and has since worked with over 200 schools, colleges and universities in almost 30 countries across four continents.



Course Curriculum


  3. Involving them
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  4. Creating a win-win relationship
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  5. Maintaining interest and accountability
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  6. Having difficult conversations
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Frequently Asked Questions


When does the course start and finish?
The course launches mid-May 2020. It is a completely self-paced online course - you decide when you start. Modules are released every week until you complete the course. There are six modules in total.
How long do I have access to the course?
After enrolling, you have unlimited access to this course for 12 months - across any and all devices you own.
What if I am unhappy with the course?
We would never want you to be unhappy! If you are unsatisfied with your purchase, contact us in the first 30 days and we will give you a full refund.

Get started now!