XCPD-763 Policies and Procedures to Manage Risk
This course examines social media policies and procedures to manage risk and improve communication strategies. Participants will have the opportunity to draft social media policies and procedures for their respective organizations. Participants will develop skills to draft policies for the full life cycle of social media accounts that address structural restraints and requirements. Students will learn to leverage tools and resources to institute process, technological, organizational changes required to manage risk and achieve their communication goals.
Upon completion of this course, successful students will be able to:
- Prepare social media policies for the full life cycle of social media accounts that address structural restraints and requirements
- Recognize key steps in how to register for and optimize social media channels for an organization
- Explain how to draft social media policies to empower employees for social media success
- Evaluate social media policies for interaction with the public
- Construct procedures for managing social media accounts and mitigating potential risks
Communications for Public Policy Delivery
Effective public policy delivery relies on effective public communications. Whether moving public services online, persuading citizens to change their behaviour or recruiting and motivating public sector staff, governments and public sector organisations need to understand and engage with citizens. In a time of decreasing trust in government, this task is increasingly important but also increasingly difficult.
Marketing and communications are therefore essential tools for policy implementation. Implementing these tools requires policymakers to understand why people behave the way they do and how best to shape messaging to influence audiences, drawing on insights from behavioural psychology and other disciplines. It also requires a nuanced understanding of the changing media landscape as well as the latest developments in digital technology.
The Lee Kuan Yew School of Public Policy (LKY School) is pleased to partner with WPP to provide a course on Communications for Public Policy Delivery, drawing on WPP’s work with over 60 governments worldwide, as well as the government communications experience of the LKY School’s faculty. The course provides participants with conceptual foundations as well as practical knowledge in communicating policies effectively to the public in an age of anger and insecurity.
This programme will help participants to:
- Appreciate the role of communications in the successful delivery of public policy
- Understand the cycle of communications 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
The programme is designed for all government officials with responsibilities for developing or implementing public policy, particularly in the area of citizen engagement and/ or behaviour change. It is also relevant to middle level government communicators who wish to deepen their understanding and skills in strategic communications to deliver effective policy outcomes.