Government Relations and Public Affairs

Learning Objectives

Participants attending the program will:

• Identify why government relations and public affairs are important and what value they can create for an organization
• Understand and analyze the components of a public affairs strategy
• Use stakeholder analysis and evaluation tools
• Produce a situation analysis
• Map out the power structures that determine your organization’s prospects
• Identify how, where and when to engage in the policy and legislative process
• Develop an issues and stakeholder management plan for public affairs
• Use stakeholder analysis and evaluation tools
• Master and execute the main public affairs and lobbying techniques

Target Audience

This course is designed for those with existing knowledge and several years of experience in PR, marketing or communication. Learning is pitched at a level to help you develop strategic approaches and apply sophisticated techniques. This course is recommended for anyone tasked with managing or overseeing the creation of a lobbying or PA strategy, whether directly or having hired a consultancy.

Training Methodology

The program is highly interactive and practical. There will be work in groups and pairs as well as individual exercises and everyone will get an opportunity to discuss and practice. Each day will end with time to produce an action plan for delegates’ continuing development and application back in the workplace.

Pre and Post-course assessments will be used to measure the effectiveness of this training and the pre and post skill and ability of participants.

Module 1: Understanding the Principles of Government Relations & Public Affairs

• • The founding concepts and best practices that underpin effective public affairs
  • Understanding the origins of public affairs and government relations
  • What public affairs and government relations can achieve
  • Introducing public affairs and government relations activities
  • Evaluating the threats and opportunities of acting and not acting

Module 2: Creating a Government Relations and Public Affairs Strategy

• • A practical step-by-step approach to designing a lobbying strategy for any organization
  • Learning the components of a public affairs and government relations strategy
  • Identifying objectives and goals, stakeholders and key messages
  • Measuring success

Module 3: Stakeholder Analysis & Management in Public Affairs

• • How to shape and adapt government relations activities according to the needs and expectations of stakeholder audiences
  • Identifying, categorizing and evaluating stakeholders
  • Understanding what and how they think
  • Identifying and researching political targets
  • Mapping relationships with your stakeholders

Module 4: Understanding & Mapping your Public Affairs and Political Landscape

• • How to extract insights from a big-picture view of the government and policy environment
  • Understanding government influences on the policy agenda
  • Evaluating sources of available intelligence
  • Understanding the policy development cycle

Module 5: The Challenge of Governance on Public Policy & Affairs Implementation

• • Social diversity’s impact on public policy and affairs governance and features today
  • Keeping pace with social change – recent trends
  • Aligning governance frameworks with government relations structures and public affairs
  • Public policy, governance and administration interplay
  • Ensuring social impact – practical tools and tips

Other Dates

18Sep

13Nov