Strategic Public Affairs and Government Relations

Strategic Public Affairs and Government Relations

OBJECTIVES

By the end of the course, participants will be able to:

• 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
• Master and execute the main public affairs and lobbying techniques
• Develop a lobbying strategy that integrates public affairs activity in support of your business strategy
• Conduct meetings with high-level government officials
• Build a lobbying campaign designed to shape your policy and legislative environment
• Engage with the news media and harness their influential power as part of a lobbying campaign
• Conduct lobbying online using the main social media tools and platforms

WHO SHOULD ATTEND?

This is designed for executives who need to engage with government, legislators and politicians for work. Learning is pitched at a level to help you to synthesise best practice and direct strategic implementation.

COURSE OUTLINE

Day 1: Creating a government and public affairs strategy

• This covers the fundamental concepts, principles and approaches to developing a government relations and public affairs strategy by taking learners through a step by step process for creating their strategy which they can utilize when they return to work.
• Understanding the principles of public affairs and government relations
• Creating a government relations and public affairs strategy
• Stakeholder analysis and management in public affairs
• Understanding and mapping your public affairs and political landscapes

Day 2: Advocacy, messaging and positioning

• This covers skills and approaches to defining your position and making your case persuasively.
• Messaging for government and public affairs audiences
• Positioning your organization and its business goals effectively with stakeholders
• Using proof and persuasion to drive your messaging
• Leveraging communication channels for a public affairs programme

Day 3: Implementing government and public affairs

• This module covers the practical implementation of government and public affairs campaigns and activities.
• Understanding the dynamics of political jurisdictions to maximize results
• Using different lobbying programme frameworks for your campaign
• Utilising the best tools and tactics to engage with stakeholders
• Practical workshop in which learners develop their own public affairs programme

Day 4: Engaging with government officials

• This module covers how to develop relationships and hold meetings with government officials.
• Identifying and understanding your targets: getting to the right people within government
• Managing the dynamics of your relationship with government officials
• Developing the right communications collateral for meetings with government officials
• Practical workshop in which learners practice managing their encounter

Day 5: Using the media to influence policy in government affairs

• This module covers how to utilise strategic communications and media engagement to further your government and public affairs objectives.
• Aligning communications activities with government affairs programmes
• Creative PR tools and tactics to generate publicity
• Building relationships with journalists to secure press coverage for your public affairs initiatives
• Practical workshop in which learners practice media interviews, with filmed interviews and feedback