Media Relations and Public Affairs Course

OBJECTIVE:
After this workshop, you 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

COURSE 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, messaging and positioning
• Messaging for government and public affairs audiences
• Positioning your organisation 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 maximise 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

Engaging 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

Using the media to influence policy in media and public 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

FOR WHOM:
Public Relations managers, Supervisors, Officers and Others who perform related functions both in public and private sector.

Methodology
The training methodology integrates lectures, interactive discussions, collaborative group exercises, and illustrative examples. Participants will acquire a blend of theoretical insights and hands-on practical experience, emphasizing the application of learned techniques. This approach ensures that attendees return to their professional environments equipped with both the competence and self-assurance to effectively implement the acquired skills in their responsibilities.

DATE:
1ST BATCH: 28th – 31st Jan, 2025
2ND BATCH: 27th – 30th May, 2025
3RD BATCH: 14th – 17th Oct, 2025