Course Details

Single-day course

Creating a government and public affairs strategy



Course venue

ISOC London
13 Grosvenor Place | Floor 3

Course dates

Venue Location

GBP 495

per individual
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  • Course outline

    This one-day course covers the fundamental concepts, principles and approaches to developing a government relations and public affairs strategy. 

    Who should attend

    This is an intermediate-level course designed for executives who need to engage with government, legislators and politicians for work. Learning is pitched at a level to help you to synthesise best practice and direct strategic implementation. This course is recommended for managers tasked with overseeing strategic government and public affairs, whether directly or having hired a consultancy. There is always a high level of knowledge exchange and cross-fertilisation of ideas within this course.

    This course is suitable as a stand-alone in-depth introduction to public affairs for those just starting out in their public affairs roles, or a refresher for communications professionals pivoting in to a public affairs or government relations position. It is also the introduction to the week-long public affairs and government relations training programme.


    This course covers the following modules:

    • Understanding the principles of public affairs and government relations
    • Creating a government relations and public affairs strategy
    • Stakeholder analysis and management in public affairs 
    • Understanding and mapping your public affairs and political landscape

    About this course

    What to expect

    Creating a government and public affairs strategy is an ISOC focused immersion course. It is designed to develop practical and enduring expertise in one particular specialty – government and public affairs.  You will not have to sit through long lectures or presentations – this course uses active learning to help you internalise the topic and apply it in the real world.

    The course follows a hands-on format, revolving around a variety of fun and fast-paced exercises. Participants can expect to do direct work on their individual government affairs strategy and tactics for their own organisations – returning to the office at the end of training with new ideas, tools and techniques to put in place right away. 

    Training format

    This course comprises four modules each covering a set of key concepts and skills, each module runs for one day. Within each module, best practice and key concepts are covered off in a concise briefing, followed by stimulating learning activities like workshops, discussions, case studies and role-play exercises.

    Learning outcomes

    • Learners will gain a deep understanding of the opportunities that public affairs and government relations programmes can deliver. 
    • By working through a step-by-step process to strategy development and referencing up-to-date case studies, learners will examine the goals of their own organisations and explore the ways in which a public affairs and government relations programme will help their business. 
    • Using mapping tools, learners will be able to see from new angles how their organisation is perceived by external stakeholders, and how that information is of strategic importance. 
    • Learners will also discover new ways of understanding their own policy environment and the political context in which they are operating.

    Module 1: Understanding the principles of government relations and public affairs 

    • Understanding the origins of public affairs and government relations
    • What public affairs and government relations can achieve
    • Introducing public affairs and government relations activities
    • Evaluating the threats and opportunities of acting and not acting 

    Module 2: Creating a government relations and public affairs strategy

    • Learning the components of a public affairs and government relations strategy
    • Identifying objectives and goals, stakeholders and key messages
    • Measuring success

    Module 3: Stakeholder analysis and management in public affairs

    • Identifying, categorising and evaluating stakeholders
    • Understanding what and how they think
    • Identifying and researching political targets
    • Mapping relationships with your stakeholders

    Module 4: Understanding and mapping your public affairs and political landscape

    • Understanding government influences on the policy agenda
    • Evaluating sources of available intelligence
    • Understanding the policy development cycle


    Course format


    This course is heavy on reality and light on theory. Your trainer will introduce the concepts clearly, then focus on real-world skills that connect the big picture to your job. Courses are updated regularly and trainers are active in the industry so your knowledge will be fresh and relevant.


    Training consists of concise briefings on best practice, backed up by interactive learning activities like workshops, role-plays, case study analysis, coaching, brainstorms and structured group discussions. You will not sit passively through long lectures.


    This course is interesting, intellectually stimulating and delivered in a relaxed and professional style.


    All ISOC trainers are hands-on communication professionals with at least 15 years of experience. We don’t employ academic teachers – we insist on good-humoured enthusiasts who will inspire your creativity.


    This course is delivered in an executive boardroom format, not classroom-style, and in a small group no larger than eight people. You will get personal attention for the issues that matter to you. It’s also a great chance to network and share experience.

    Quality assurance

    About ISOC

    We have headquarters in London and a training centre in Dubai. We train communicators at all levels, from press officers to prime ministers. ISOC is owned and managed by Pinnacle International, the world’s largest specialist communications and PR training company. As well as public courses, we provide private and customised programmes including media interview training, presentation training, and multi-year multi-competency postgraduate programmes.

    Accredited by Edexcel

    Edexcel is the world’s largest provider of accredited qualifications and one of the UK’s largest examination boards. It is owned by Pearson, the world’s largest education company. Edexcel awards two million qualifications every year around the world and has 5,500 education partners in 110 countries.

    ISOC is an accredited Edexcel Centre (#90817). Edexcel has audited ISOC’s systems for the design, delivery and management of training and inspects us regularly to assure quality control of all aspects of training and assessment.

    The British Accreditation Council

    ISOC is also accredited by the British Accreditation Council, a UK Government-mandated training standards body. The BAC conducts annual quality assurance inspections and audits.

User reviews 4 users commented so far Add your review

Samer Bustany says:
The best things about this course were the content, the atmosphere, and the printed materials. The course is perfect!
Samer rated the course
anonymous says:
Excellent course, especially the exercises.
anonymous rated the course
V. M. says:
Lionel Zetter's (the trainer) insight and knowledge was very interesting and useful.
V. rated the course
Matthew Francis says:
The step by step guide to creating a PA strategy and the thematic approach was excellent. The course was ideal as a way of structuring and contextualising the experience I have gained working in the sector to date.
Matthew rated the course
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