Horizon scanning and scenario planning for communication professionals
In a world of constant change, communications professionals need to move beyond linear planning and be ready for a range of possible futures.
This two-hour virtual workshop introduces horizon scanning and scenario planning as practical approaches for exploring uncertainty. You’ll learn how to examine “what if” futures shaped by key forces such as AI, economic shifts and changing stakeholder expectations, and consider what they could mean for your organisation.
We’ll explore the communicator’s dual role: helping the organisation navigate uncertainty while also strengthening the strategic capability of the communication function itself.
We’ll also look at how narrative and storytelling bring scenarios to life. By translating complex futures into clear, human-centred stories, you can help leaders make sense of change, align teams around what matters, and respond with greater confidence.
What to expect
- Explain how horizon scanning and scenario planning can strengthen communication strategy and decision-making.
- Identify weak signals, trends and drivers of change that could shape your organisation’s future.
- Use a practical framework to structure horizon scanning activity with greater confidence.
- Design and facilitate scenario planning conversations with leaders and stakeholders.
- Turn future scenarios into clear, engaging narratives that help leaders make sense of change and support action.
Who should attend
Communications professionals, internal communicators, change communicators and HR professionals who want to strengthen their strategic planning capability and help their organisations prepare for uncertainty.
Career Level
Strategic Advisor, Business Leader
Course outline
Topic 1:
- An introduction to horizon scanning, strategic foresight and scenario planning
- A step-by-step framework for horizon scanning
- How to recognise weak signals, trends, drivers of change and potential future risks
Topic 2:
- The communication professional’s dual role in supporting the organisation and the function
- Human and non-human factors to consider
Topic 3:
- How to plan and facilitate horizon scanning and scenario planning discussions with stakeholders
- How to design and run a scenario planning session
- How to use narrative and storytelling to make scenarios meaningful, memorable and actionable
Topic 4:
- Embedding horizon scanning and scenario planning into your communication strategy
About your facilitator
UK-based Ann-Marie Blake, FCIPR, ChartPR, is co-founder of True, an independent change and communications consultancy. Before launching True, she built her career both in-house and as a consultant, working with major global organisations on communication, change and leadership challenges.
Her contribution to the communications profession has been recognised through Fellowships of the Chartered Institute of Public Relations (CIPR), Public Relations and Communications Association (PRCA) and the Centre for Strategic Communication Excellence (CSCE).
She is a Chartered PR Practitioner and served as Secretary/Treasurer on the International Executive Board of the International Association of Business Communicators (IABC) from 2020 to 2024.
