Effective Political Communications

This 3-day course aims to provide participants with a better understanding of the complexity of communicating in a political environment. It will help participants to communicate in a better focussed way which will hit and acknowledge political buttons of decision makers, develop a political narrative for external communication and show how good political communication is essential for effective campaigns. Course Description This programme aims to help participants to understand how the political environment influences decisions in government and the way in which those decisions are communicated. Through a series of practical exercises the participants will, themselves, develop political communications aimed at assisting political decision takers in making and communicating decisions and taking accountability for those decisions. Participants will also have opportunity to look at the way that campaigners try to influence the political agenda – looking at what has worked in successful campaigns and what has not. Who should attend? The programme is primarily intended for senior executives in government and public service who need to communicate effectively within a political environment. It is suitable for anyone at senior level who has responsibility and influence in relation to the processes, decisions, actions, products and outcomes of government. The programme should also be of value to senior managers in organisations seeking more effective engagement with government including those involved in campaigning and lobbying. Permanent Secretaries Directors in Ministries Directors and leaders of arm’s-length bodies and agencies Consultants Policy advisors Desk Officers Senior managers and directors of organisations who need to interact with the above
Day 1 Orientation: Understanding UK government Taking decisions in government: Power and accountability Using the UK as an example – the process of decision taking in government will be explored. The roles and interaction of politicians, government officials and political advisers will be explored Mechanisms for holding decision takers to account Practical exercise – taking a decision in government Influencing decisions in government: How politicians are influenced Understanding the political and administrative context and landscape Identifying key political and personal leavers that can be deployed to influence decisions Practical exercise – getting in and getting noticed Day 2 Supporting decision takers: How to brief effectively Understanding how to provide decision takers with the facts to take decisions and ensuring they are presented with options and understand the consequences of their decisions. Understanding how to provide useful political and media handling strategies. Practical exercise – providing a briefing to a decision taker. Supporting decision takers: Communicating the decision and the vision Developing a narrative - framing the decision and policy and vision Understand the benefits and pitfalls of various mechanism for communicating political decisions Day 3 Supporting decision takers: Engaging with campaigners Understanding how campaigns can influence the political dynamic and the need for a change in policy and or political handing strategy in government Explore a successful campaign by an external organisation – what worked well, what didn’t and what government did as a result. Practical exercise – provide a minister with handling advice Round-table discussion and review of course