An induction to lobbying, advocacy and political influence
A one-day intermediate-level induction to the world of policy and legislative influence for PR professionals
This course inducts PR and communication professionals into the world of lobbying and public affairs. You will learn to map the political and power structures that shape your regulatory world, and how to influence your organisation’s business environment using advocacy, media pressure and online lobbying.
Course format
This course comprises four modules each covering a set of key concepts and skills. Within each module, best practice and key concepts are covered off in a concise briefing, followed by a range of stimulating learning activities like team workshops, group discussions, topical case studies and role-play exercises.
Modules:
1) Principles of public affairs and lobbying
2) Mapping your public affairs landscape
3) Issues and stakeholder management in public affairs
4) Public affairs in practice: tools and tactics
Learning outcomes
After this course you will be able to:
- Understand the role and rational for public affairs: how lobbying works and what it can achieve
- 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
Who should attend
This is an intermediate-level course designed for learners with existing knowledge and several years of experience in PR, marketing or communication. Learning is pitched at a level to help you develop strategic approaches and apply sophisticated techniques.
Qualification credit
This course provides Advanced Professional Qualification credit, independently accredited by Edexcel. For details, download the course brochure.
Feedback
“The course leader had an open, clear point of view.”
- Gareth Jenkins, NSPCC
“Everything I have learned can be directly applied to my functions.”
- Sonye Allanah, Total
“Very clear presentation. The trainer put us very much at ease.”
- Sarah Chambers, Holiday Rentals
“A good interaction process – good discussions, information sharing and practical workshop sessions.”
- Felix Nabena, Shell
“Well prepared, a lot of things which I can use in practise, very good trainers.”
Pioto Wojtaseh, NBS Public Relations