Strategic Public Affairs and Government Relations

At the end of this workshop programme, participants will be able to:

• Map out the power structures that determine your organisation’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

CONTENT:

Creating a government and public affairs strategy

• 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

Advocacy and positioning: developing a government and public affairs programme

• 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

Implementing government and public affairs programmes

• Understanding the dynamics of political jurisdictions to maximize results
• Using different lobbying programme frameworks for your campaign
• Utilizing the best tools and tactics to engage with stakeholders
• Practical workshop in which learners develop their own public affairs programme

Managing engagement with government officials and politicians

• 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

Strategic communications for government affairs

• 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

TRAINING METHODOLOGY

The training methodology combines lectures, discussions, group exercises and illustrations. Participants will gain both theoretical and practical knowledge of the topics. The emphasis is on the practical application of the topics and as a result participant will go back to the workplace with both the ability and the confidence to apply the techniques learned to their duties.