The First DedicatedTraining Academy ForInternal Communicationin the Middle East

Years of proven experience, translated into practical, hands-on capabilities that create real impact.

Explore the tracks View calendar

CWHAT COUNTS

12 courses3 tracks5 trainers

Trusted by Siemens

Three tracks. One clear path.

Start where your practice is today.

Every course belongs to one of three levels — from mastering the essentials to leading the function. Move up as your practice grows.

01

IC Practitioner

Master the essentials. Build the professional foundations with confidence.

4 courses · OnlineEvery 3 months 02

IC Strategist

Make communication work. Apply skills to real workplace scenarios.

4 courses · In person · Cairo, EgyptEvery 3 months 03

IC Leader

Shape the function. Lead with influence and shape how communication works.

4 courses · KSA & UAEBack-to-back residencies

Practitioner Strategist Leader

Three tracks.
Twelve courses.
One sharper practice.

Select a track — one opens at a time. Open a course to see what it covers.

Internal communicators are often expected to deliver work without fully understanding the profession, the business, or the value they should create. This course builds the professional mindset, business understanding, and practical foundations needed to operate as a credible IC practitioner.
What you’ll cover
The purpose, scope, and evolution of Internal Communication
The role and responsibilities of the IC function
Understanding business strategy, operations, and priorities
Translating business needs into communication objectives
Professional ethics, credibility, and responsible communication
Core IC workflows, briefs, standards, and ways of working
The capabilities and behaviors of high-performing practitioners
Career pathways and the future of the IC profession

What you’ll be able to do
Explain the strategic role and organizational value of Internal Communication.
Understand business priorities and identify their communication implications.
Translate basic business needs into clear communication objectives.
Approach communication requests with greater professional judgement.
Apply ethical principles and professional standards to their work.
Assess their current capabilities and create a development plan.
Who it’s for
New and early-career Internal Communication professionals
Employees moving into an IC role from HR, marketing, PR, or corporate communication
Communication coordinators, officers, and specialists
Professionals who contribute to employee communication without formal IC training

Before you join, you should have
Contributed to employee or organizational communication in their work
Created, coordinated, or supported at least one internal communication activity
Some exposure to communication requests from business functions or leaders
2 days · October 2026 · Online · IC Practitioner track
Communication often fails because it is designed around what the organization wants to say rather than what employees need to understand, feel, or do. This course helps practitioners use audience insight, psychology, and behavioral science to design communication around real people.
What you’ll cover
Understanding audiences and their communication needs
Audience research, listening, and insight generation
Segmentation and audience prioritization
Designing practical audience personas
Human motivation and decision-making
Cognitive biases and attention
Behavioral barriers and resistance
Social dynamics, trust, belonging, and psychological safety
Employee experience and moments that matter
Turning audience insight into communication decisions

What you’ll be able to do
Research and define the audiences affected by a communication challenge.
Segment audiences according to needs, attitudes, behaviors, and context.
Develop evidence-based audience personas.
Identify motivations, biases, and barriers affecting audience response.
Define what different audiences need to think, feel, and do.
Use audience insight to improve messages, channels, and experiences.
Who it’s for
Internal Communication professionals at foundation or early applied level
Content creators and channel managers
Employee engagement and employee experience professionals
HR and change communication practitioners

Before you join, you should have
Created or supported communication for more than one employee group
Received audience feedback or observed different employee responses to communication
Worked on at least one communication activity where audience understanding influenced the result
2 days · January 2027 · Online · IC Practitioner track
Employees are surrounded by messages, yet much internal content is ignored, misunderstood, or delivered through the wrong channel. This course develops the creative and practical craft required to produce clear content and use each communication channel effectively.
What you’ll cover
Content strategy and editorial planning
Writing clearly for internal audiences
Simplifying complex organizational information
Storytelling and narrative techniques
Writing effective emails
Video concepts, scripts, and production fundamentals
Visual communication and developing a creative eye
Organizational voice and tone
Presentations, toolkits, events, and leadership content
Email, intranet, social, community, collaboration, and digital-signage channels
Matching and adapting content to different channels
AI-assisted content creation and prompt engineering
Content quality, accessibility, consistency, and governance

What you’ll be able to do
Turn complex information into clear, useful employee communication.
Write engaging content for different internal audiences.
Build stories and messages around a coherent narrative.
Adapt one message across multiple formats and channels.
Select channels based on audience needs and communication objectives.
Use AI responsibly to accelerate content development.
Review content against practical quality and accessibility standards.
Who it’s for
Internal Communication writers, editors, and content creators
Channel and platform managers
Communication officers and specialists
HR and employee engagement professionals who create internal content

Before you join, you should have
Written or produced internal communication content
Used at least two employee communication channels
Received, edited, or worked from a business communication brief
3 days · April 2027 · Online · IC Practitioner track
Communication teams frequently report activity, reach, and volume without knowing whether communication created understanding, confidence, or action. This course gives practitioners a practical framework for defining success, collecting evidence, and improving communication through insight.
What you’ll cover
The purpose of communication measurement
Connecting objectives, outcomes, and indicators
Outputs, outtakes, outcomes, and organizational impact
Reach, awareness, understanding, engagement, and action
Selecting practical quantitative and qualitative measures
Employee listening and feedback methods
Measuring channels and content
Campaign evaluation fundamentals
Reading and interpreting communication data
Building clear reports and simple dashboards
Turning findings into insights and recommendations
Using measurement to improve future communication

What you’ll be able to do
Define measurable communication objectives.
Distinguish communication activity from meaningful outcomes.
Select practical measures for content, channels, and campaigns.
Design a basic measurement and listening plan.
Interpret results without overstating communication’s impact.
Present findings through a clear performance story.
Recommend improvements based on evidence.
Who it’s for
Internal Communication professionals at any early-career level
Content, channel, and campaign owners
Employee engagement and listening professionals
Practitioners responsible for reporting communication performance

Before you join, you should have
Delivered or supported at least one communication activity or campaign
Reviewed basic communication results such as email, intranet, event, or survey data
Been asked to report whether a communication activity was successful
2 days · July 2027 · Online · IC Practitioner track

Communication teams often face unclear briefs, competing requests, disconnected activities, and unrealistic deadlines. This course provides a disciplined method for turning communication demand into an integrated, prioritized, and deliverable plan.
What you’ll cover
Receiving, clarifying, and challenging communication briefs
Diagnosing the underlying communication need
Defining scope, objectives, audiences, and deliverables
Prioritizing communication requests
Building integrated communication plans
Channel roles and channel orchestration
Communication calendars, timing, and sequencing
Stakeholder responsibilities and approval workflows
Resource, supplier, and capacity planning
Communication project management
Managing risks, dependencies, and changing requirements
Delivery tracking, review, and continuous improvement
Automation and AI-supported workflows

What you’ll be able to do
Turn an unclear request into a focused communication brief.
Prioritize competing communication needs using consistent criteria.
Build an integrated plan connecting audiences, activities, channels, timing, and owners.
Create realistic communication calendars and delivery schedules.
Coordinate stakeholders, approvals, resources, and external partners.
Identify and manage delivery risks and dependencies.
Establish an efficient review and improvement cycle.
Who it’s for
Internal Communication specialists, advisors, and business partners
Campaign and channel managers
Communication project managers
Practitioners coordinating multiple communication requests

Before you join, you should have
Independently managed or coordinated several communication deliverables
Worked with multiple stakeholders, channels, or approval owners
Experienced conflicting priorities, changing briefs, or delivery pressures
Used a communication plan, calendar, or project schedule in their work
3 days · December 2026 · Cairo · Egypt · IC Strategist track
Many campaigns generate activity and visibility without producing a meaningful change in employee understanding or behavior. This course teaches participants to transform business challenges into strategic, behavior-driven communication experiences that move people.
What you’ll cover
Diagnosing the business and communication challenge
Generating audience and behavioral insight
Defining the desired audience movement
Setting campaign objectives and success measures
Identifying behavioral barriers and opportunities
Developing the strategic narrative
Designing the campaign experience and employee journey
Developing creative concepts and campaign platforms
Applying nudges, personalization, and gamification
Designing moments that matter
Creating integrated activities and channel ecosystems
Campaign rollout, optimization, and evaluation

What you’ll be able to do
Diagnose a business challenge and define communication’s role.
Identify the audience movement required for success.
Create a focused campaign strategy.
Develop a strategic narrative and creative campaign concept.
Design communication experiences that address behavioral barriers.
Build an integrated campaign journey across channels and moments.
Define how campaign performance and audience response will be measured.
Who it’s for
Experienced Internal Communication practitioners
Campaign managers and communication business partners
Employee engagement and experience professionals
Change and transformation communication practitioners

Before you join, you should have
Planned or delivered at least one multi-channel internal campaign
Worked with a business owner to translate a need into communication activity
Made decisions about audiences, messages, channels, timing, or creative execution
Reviewed campaign feedback or performance after delivery
3 days · March 2027 · Cairo · Egypt · IC Strategist track
Organizations often communicate every major initiative in the same way, even though a strategy launch, restructure, merger, or transformation creates very different employee needs. This course helps practitioners design the right communication response for each high-impact organizational situation.
What you’ll cover
Understanding organizational culture and change
Diagnosing communication context and change readiness
Communicating organizational strategy
Culture, values, and behavior activation
Organizational transformation and new operating models
Digital transformation
Restructuring and sensitive organizational change
Mergers, acquisitions, and integration
EVP and employer-brand activation
Major policy and organizational shifts
Crisis and sensitive employee communication
Building trust, meaning, belonging, and psychological safety
Supporting adoption and sustaining change
Adapting leadership, channel, and listening approaches to each situation

What you’ll be able to do
Diagnose the communication demands of different organizational situations.
Assess employee impact, readiness, concerns, and resistance.
Develop communication approaches suited to strategy, culture, restructuring, merger, or transformation.
Build trust and meaning during uncertainty.
Design communication that supports adoption rather than announcement alone.
Equip leaders and managers for difficult communication moments.
Sustain communication after the initial launch.
Who it’s for
Internal Communication advisors and business partners
Change and transformation communication practitioners
HR, culture, and organizational development professionals
Communication professionals supporting major business priorities

Before you join, you should have
Supported communication for an organizational initiative or significant business change
Worked with employees or stakeholders affected differently by the same initiative
Managed communication where uncertainty, resistance, or sensitivity influenced the approach
Contributed to communication beyond a single announcement
3 days · June 2027 · Cairo · Egypt · IC Strategist track
Internal communicators are expected to deliver results through stakeholders, managers, and leaders they do not formally control. This course develops the influence, facilitation, and enablement capabilities needed to make the whole organization communicate more effectively.
What you’ll cover
Stakeholder identification, analysis, and prioritization
Understanding stakeholder interests and communication needs
Building productive stakeholder relationships
Aligning expectations and agreeing responsibilities
Influencing without formal authority
Managing pushback and conflicting priorities
Facilitating alignment sessions and productive conversations
Enabling managers as communicators
Designing toolkits, talking points, FAQs, and cascade support
Engaging and preparing leaders for communication
Leadership presence and communication moments
Building communication champion and ambassador networks
Creating feedback loops across the organization

What you’ll be able to do
Map stakeholders and plan appropriate engagement approaches.
Build alignment around communication objectives and responsibilities.
Influence stakeholders without relying on formal authority.
Facilitate productive communication and decision-making sessions.
Equip managers to communicate confidently with their teams.
Prepare leaders for high-impact communication moments.
Build and sustain communication champion networks.
Manage resistance while preserving productive relationships.
Who it’s for
Internal Communication specialists, advisors, and business partners
Employee engagement and change professionals
Communication practitioners working with managers and leaders
Professionals responsible for communication networks or champions

Before you join, you should have
Managed communication requests from several business stakeholders
Facilitated or contributed to a stakeholder alignment discussion
Prepared communication material for a manager or leader
Experienced resistance, conflicting expectations, or unclear ownership in their work
3 days · September 2027 · Cairo · Egypt · IC Strategist track

Many IC functions operate through inherited processes, unclear responsibilities, uncontrolled demand, and inconsistent service. This course helps senior practitioners design a governed, scalable function that delivers clear value to the organization.
What you’ll cover
Assessing IC maturity and effectiveness
Defining the IC mandate and organizational position
Designing centralized, decentralized, and federated operating models
Clarifying roles, responsibilities, and decision rights
Creating an IC service portfolio
Demand management and stakeholder service expectations
Designing IC policies and governance forums
Developing playbooks, processes, tools, and templates
Channel and content governance
Resource, capacity, budget, and supplier models
Technology and workflow governance
Risk, quality, compliance, and exception management
Creating function-development roadmaps

What you’ll be able to do
Assess the maturity and effectiveness of an IC function.
Define an appropriate mandate and operating model.
Clarify responsibilities and decision rights across the organization.
Design a relevant and manageable IC service portfolio.
Establish policies, governance forums, workflows, and standards.
Determine appropriate resource and delivery models.
Build a prioritized roadmap for strengthening the function.
Who it’s for
Heads and directors of Internal Communication
Senior IC managers and function leads
Communication transformation and operating-model leaders
Senior practitioners preparing to lead an IC function

Before you join, you should have
Managed a significant part of an IC function, service, team, or portfolio
Made decisions about communication priorities, processes, resources, or governance
Worked with senior stakeholders on expectations of the IC function
Experienced structural or operational challenges affecting communication delivery
3 days · November 2026 · KSA · IC Leader track
IC strategies often become annual activity lists that are disconnected from business priorities and difficult to defend. This course enables senior practitioners to architect a coherent function-level strategy that directs communication investment and organizational impact.
What you’ll cover
Reading business strategy and identifying communication implications
Diagnosing organizational and communication conditions
Assessing current IC maturity and strategic performance
Defining the IC vision, ambition, and strategic role
Establishing communication principles and strategic priorities
Translating business objectives into IC outcomes
Identifying audience, culture, and capability requirements
Designing strategic themes and campaign architecture
Prioritizing the enterprise communication portfolio
Building annual roadmaps and communication calendars
Defining resource, technology, and capability requirements
Creating the enterprise measurement framework
Building the strategic narrative and business case for IC

What you’ll be able to do
Translate organizational priorities into strategic IC implications.
Diagnose the organizational conditions that communication must address.
Define an IC vision, ambition, and set of strategic priorities.
Create an enterprise-level campaign and initiative architecture.
Build a prioritized annual roadmap.
Define the resources and capabilities required to deliver the strategy.
Establish an integrated measurement framework.
Present and defend the strategy to senior decision-makers.
Who it’s for
Heads, directors, and senior managers of Internal Communication
Senior communication strategists and business partners
Practitioners responsible for enterprise or function-level IC planning
Communication leaders preparing a new or revised IC strategy

Before you join, you should have
Contributed to organizational or function-level communication planning
Worked directly with business strategy, senior priorities, or enterprise initiatives
Made decisions about communication investment, priorities, or resource allocation
Developed or reviewed an annual IC plan, roadmap, or strategy document
3 days · November 2026 · KSA · IC Leader track
Senior communicators can remain trapped as order-takers when they accept requests without diagnosing the real issue or influencing the decision. This course develops the judgement, confidence, and advisory capability required to become a trusted partner to senior leaders.
What you’ll cover
The mindset and role of a trusted communication advisor
Strategic and systems thinking
Diagnosing the business need behind the request
Asking powerful consulting questions
Challenging and reframing communication briefs
Building credibility with senior stakeholders
Influencing without authority
Reading organizational dynamics and stakeholder interests
Advising through ambiguity and competing priorities
Coaching leaders and providing constructive feedback
Preparing leaders for difficult communication situations
Facilitating senior alignment and decision-making
Communicating disagreement and difficult counsel
Building long-term advisory relationships

What you’ll be able to do
Diagnose the real organizational need behind a communication request.
Ask questions that improve senior-level thinking and decisions.
Challenge assumptions without damaging stakeholder relationships.
Reframe communication problems strategically.
Present recommendations with confidence and credibility.
Coach leaders on communication approach and delivery.
Navigate organizational politics and competing interests.
Establish themselves as trusted strategic advisors.
Who it’s for
Senior Internal Communication advisors and business partners
IC managers, heads, and directors
Executive and leadership communication professionals
Experienced practitioners moving into strategic advisory roles

Before you join, you should have
Worked directly with senior managers, executives, or business leaders
Advised on a significant communication challenge or decision
Experienced situations where the original request was not the real communication need
Presented recommendations, challenged a brief, or provided feedback to a senior stakeholder
2 days · February 2027 · UAE · IC Leader track
Even the strongest IC strategy fails when the team lacks the right structure, capabilities, leadership, and performance standards. This course equips IC leaders to build, develop, and lead the people and partnerships required for a high-performing function.
What you’ll cover
Defining the capabilities required by the IC strategy
Designing team structures and professional roles
Developing IC competency frameworks
Assessing individual and team capability
Workforce, capacity, and succession planning
Recruiting and onboarding IC professionals
Setting expectations and quality standards
Delegating work and establishing accountability
Coaching and developing communication practitioners
Managing performance and professional growth
Building a culture of learning and constructive feedback
Leading internal specialists, agencies, and external partners
Building communication capability beyond the IC team
Preparing the team for AI, technology, and the future of work

What you’ll be able to do
Define the capabilities required to deliver an IC strategy.
Design appropriate team roles and structures.
Build and apply an IC competency framework.
Assess individual and collective capability gaps.
Create practical team and individual development plans.
Delegate effectively while maintaining accountability and quality.
Coach practitioners and manage performance constructively.
Lead agencies, partners, and distributed communication resources.
Build a workforce and succession plan for the function.
Who it’s for
Heads and directors of Internal Communication
IC managers and team leaders
Senior practitioners preparing for their first people-leadership role
Communication leaders responsible for capability or function development

Before you join, you should have
Led people, projects, agencies, or significant communication workstreams
Allocated work or reviewed the quality of work produced by others
Contributed to recruitment, onboarding, coaching, or professional development
Made or influenced decisions about team structure, capacity, or capability needs
3 days · February 2027 · UAE · IC Leader track