Who should attend
- Senior government officials charged with developing or implementing public policy, particularly in the area of citizen engagement and/ or behaviour change
- Senior- and mid-level government communicators who wish to deepen their understanding and skills in strategic communications to deliver effective policy outcomes
About the course
The global Coronavirus pandemic changed quickly many of the public’s most engrained expectations, habits and behaviours, whilst simultaneously placing social fabric and cohesion under stress.
Government communication during the crisis saved lives by delivering behaviourally-focused integrated campaigns. Citizens now have new needs and expectations from governments, and governments have limited means of meeting them.
In a time of volatile trust in the government, the effective delivery of public policy relies more than ever on effective communication with citizens. To better engage with them, policymakers must understand the motivations behind people’s behaviour, and then use those insights to shape messages that can influence their audience. Effective communication also requires a nuanced understanding of the changing media landscape and the latest developments in digital technology.
Offered online over eight sessions in partnership with WPP, Communication for Public Policy Delivery draws on WPP’s work with over 70 governments worldwide and the government communications experience of the Lee Kuan Yew School of Public Policy’s faculty. It aims to provide you with conceptual foundations and practical knowledge in using behavioural insights to communicate policies effectively to the public.
As part of the programme, participants will identify a major policy issue of relevance to their job or country and will work on developing actions around it for the majority of the programme.
The course will cover both conceptual and practical knowledge in communicating public policy and behaviour change in a post-Coronavirus world. It will include the following topics:
- Communications in effective public policy, a global post-Coronavirus perspective
- New behavioural approaches to public policy and communications
- Research and testing to shape communications
- Moral reasoning and policy frames
- Communication strategy, creative development, media planning and buying
- Evaluation and risk
- Media, messaging and the role of emotion
- Influence and advocacy
You will also learn the different functions of key marketing disciplines:
- Market/social research
- Media planning and buying
- Advertising creative
- Digital technology and social media
- Appreciate the role of communication in the successful delivery of public policy during the pandemic and beyond
- Recognise the relationship between behaviour change theory, communication strategy, and policy outcomes
- Understand the communications cycle of strategy, planning, execution, and evaluation
- Explore the moral and ethical dimensions of framing and communicating policy messages
- Understand the unique challenge of delivering public policy in a post-Coronavirus era
- Explore how technology and digital media are changing the context and tools of government communications
Sean leads the Practice’s consulting and capability offer, helping governments and public organisations around the world improve their communications functions and strategies. Based in London, he works worldwide and over the last 12 months has led projects in Europe, the Middle East and Australas...
Laure heads the EU Institutions team in WPP’s Government and Public Sector Practice. Leader of a team of specialist communications agencies, her role is to bring WPP’s best thinking, talent and experience to the EU public sector, by building on solid academic and social research to inform the dev...
Education London School of Economics and Political Science MScField Of StudyPublic Policy and AdministrationGradeMerit 2012 – 2013 Universidad Europea Erasmus Study Exchange 2004 – 2004 De Haagse Hogeschool / The Hague University of Applied Sciences BachelorField Of StudyEuropean Studies, Speci...
Michael Harris had a 30 years advertising career and uniquely across both media and creative. He has extensive government experience and in 2012, Michael was appointed by the Minister of Health to the Queensland Government Health Reform Strategic Advisory Committee overseeing the largest reforms ...
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Because of COVID-19, many providers are cancelling or postponing in-person programs or providing online participation options.
We are happy to help you find a suitable online alternative.