Poor communication costs U.S. businesses over $1.2 trillion annually (Harris Research) and the stakes are only growing. Hybrid workforces, AI-fueled misinformation and tighter 2026 budgets have widened the gap between what orgs say internally and what lands externally. That disconnect leads to eroded trust, wasted resources and missed impact. This hands-on workshop will give participants a modern, practical approach to creating true “mixternal” content strategy—where internal and external storytelling work as one seamless, strategic engine. Grounded in real-world examples and hands-on exercises, this workshop will focus on building an integrated framework that drives clarity, consistency and credibility across all channels.You’ll learn:
- The “Mixternal” Content Blueprint: How to craft an audience-first narrative that cascades from internal town halls to earned media to digital content.
- Breaking Down Silos: How to align teams around a shared goal and then determine best go-to-market integrated channel strategy and content approach.
- Smart Metrics That Matter: How to build dashboards that track more than vanity metrics, link engagement and influence to enterprise value and allow comms teams to calibrate vs celebrate.
- AI in Action: Examples of how and when to integrate AI tools to help experiment, simplify and streamlined a go-to-market timeline.
- Leadership Buy-In: How to position communications as a strategic investment versus a cost center—plus how to get (and keep) the attention of the C-suite.
+ Breakout Sprint: Collaborate with peers to build a “mixternal” content framework or pressure-test one you already have in place.
Note: This session will briefly reference the PESO model, created by Gini Dietrich and her team.
