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.