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About the course
In a time of decreasing trust in the government, the effective delivery of public policy relies on effective communication with citizens. To better engage with them, policymakers must first 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 in partnership with WPP, the 5-day course on 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 behaviour insights to communicate policies effectively to the public.
You will learn about the different functions of the key marketing disciplines of market/social research, media planning and buying, advertising, and public relations.
Combining classroom learning with a ‘Live Challenge’ component, the course allows you to experience the working culture of a marketing/communications agency by putting together a pitch for a real government communication challenge.
- Appreciate the role of communication in the successful delivery of public policy
- Understand the communications cycle of strategy, planning, execution, and evaluation
- Appreciate the relationship between behaviour change theory, communication strategy, and policy outcomes
- Explore the moral and ethical dimensions of framing and communicating policy messages
- Understand the unique challenge of delivering public policy in an era when social media echo chambers filter out government information
- Explore how technology and digital media are changing the context and tools of government communications
The course will cover both conceptual as well as practical knowledge in communicating public policy, including the following topics:
- Communications in effective public policy, a global perspective
- Behavioural approaches to public policy and communications
- Research and testing to shape communications
- Moral reasoning and policy frames
- Communication strategy, media planning and buying
- The creative process
- Evaluation and Risk
- Media, messaging and the role of emotion
- Influence and advocacy
Beyond classroom learning, participants will also experience the working culture of a marketing/ communications agency in a “Live Challenge” component, putting together a team pitch on a real government communications challenge.
Participants will also learn the different functions of key marketing disciplines:
- Market/ social research
- Media planning and buying
- Advertising creative
- Public relations and public affairs
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
Trust the experts
Leong Ching's work lies in making sense of apparently irrational environmental behavior, whether in refusal to use recycled water, underinvesting in water utilities, or decision making in building dams and managing rivers. She uses narratives, perceptions and stories to understand collective publ...
Connie Chan is Executive Director of WPP's government and public sector practice, Singapore. Prior to the move, Chan was chief client officer for APAC at GroupM’s MEC, before it was reorganised into Wavemaker. Before that she was the managing director and founding member of MEC Global Solutions ...
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...