International Training - Successful Political Communications

Communications have always been at the heart of international relations. At the beginning of the 21st century, the public throughout the world is used to marketing and advertising, the internet and access to mass media.

Public sector organisations and even politicians can still benefit from refining their communications strategies and capacities. These seminars provide a range of practical ways in which to improve understanding of techniques and methodologies which can be used to communicate key messages most effectively to all audiences.

Internal Communications in Public Administration

This two-day programme covers written and oral communications, preparing briefings for senior managers, officers or ministers, writing effective emails, drafting submission documents, and preparing and conducting meetings. It aims to advance participants’ verbal and non-verbal communication skills in challenging, time-constrained environments. Constructive feedback from peers and trainers will enable delegates to make immediate improvements in the quality of the work produced during the course.

External Communications in Public Administration

This two-day seminar covers speech writing techniques, practice and delivery, developing lines to take, and media handling. It will strengthen delegates’ skills in producing communications which meet the needs of external audiences. There will also be the opportunity for feedback from the trainers throughout the course on the work produced by delegates, with suggestions and strategies proposed for improvement.

Media Handling, Press Conferences, Press Offices, and Press Notices

This practical one-day seminar will give delegates a detailed insight into interaction with the media. How to prepare for and hold an international press conference will be presented and then practised. The work and role of the press office will be explained.

The priorities of the international media will be examined in detail, while a further practical session will cover how to draft press notices (and how not to). Sessions throughout the day will be filmed and played back for learning, constructive feedback and performance improvement.

Methods of Policy Communication and Awareness Raising through Advertising

The government in the United Kingdom spends hundreds of millions of pounds a year on advertising, in its own right or working in conjunction with a range of partners. This one- or two-day seminar offers delegates an overview of the current advertising landscape, the chance to examine real-life case studies and learn lessons from their success or failure, the opportunity to discuss market segmentation, looking at modern methods of identifying audiences and behaviours, and the chance to explore the ethics of advertising, looking at issues such as where does and should government draw the line?

Some criteria for success, such as identifying the right medium for the right message, will be assessed and there will be an in-depth discussion on the role of advertising in supporting policy.

Marketing in a Political Environment

This one-day seminar will examine the basic principles of marketing and will allow delegates to explore their relevance in dissemination of policies. Areas covered will include looking at what marketing is and what place it has in getting key policy messages to the right audience. There will also be an exploration of successful case studies.

Government policy is usually encouraging or discour-aging particular behaviour. What role marketing can play in changing public attitudes will be looked in to with some private and public sector examples. Finally, what affects marketing messages will be examined: how age, gender, education and brand awareness alter the messages received.

Advances in Communications

Government communicators have an unprecedented range of media options to choose from. Technological advances are opening up new communications channels, enabling government to target individuals, groups and the traditionally hard-to-reach sectors of society as never before. Communications advances now offer the opportunity to engage citizens and stakeholders in a meaningful dialogue with less intervention and increased transparency. What are the incumbent benefits of these new channels, but what, also, are the associated risks?

This seminar offers delegates the chance to share experiences of success and best practice across government departments, as well as organisational and national boundaries, to discover the possibilities behind emerging technologies, and to review real-life case studies from the private and public sectors and learn lessons for the future.