Communication Strategy Training Kit

Do you want to build capacity to develop an effective communications strategy to support the recovery from the COVID-19 pandemic? The PATA CRC Regional Training Materials will provide you with practical steps on how to plan and implement a communications training on the required skills to build credibility and trust with key audiences.

Download your Communication Strategy Training

About the Communication Strategy Training Kit

Stakeholder Mapping

Understanding the Audiences

Messaging, Channels & Measurement

Crisis Communications Planning


The response of certain Governments to the COVID-19 pandemic, particularly in the Asia Pacific region, has demonstrated the vital importance of communicating with clarity, authority and empathy in times of crisis. Elsewhere, other governments and political leaders have also shown that misleading, inconsistent or contradictory messaging will quickly undermine trust, sow confusion or dissent, and prolong the crisis.

The purpose of these training materials is therefore to help Destination Management Organisations (DMOs), and other components of the travel value chain to understand how to develop an integrated communication strategy which will support the recovery from COVID-19 by building credibility and trust among all affected stakeholders, including
potential visitors.

While focused primarily on DMOs in the first instance, the principles and approaches suggested can be readily adapted to serve the needs of any business or organisation seeking to engage and influence key audiences as they consider how to recover from the crisis.

Learn How to Develop your Communication Strategy

  • Consider the factors which may prevent effective communication 
  • Map the relevant stakeholders
  • Determine the communication priorities
  • Consider the challenges posed by an “Always On” media landscape
  • Develop a key message framework
  • Assess the effectiveness of different communication channels
  • Understand how to assess and identify the right influencers

Download your Communication Strategy Training Kit