Course Details

Single-day course

Advocacy and positioning: developing a government and public affairs programme



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 skills and approaches to defining your position and making your case persuasively. 

    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 covers the following modules:

    • Messaging for government and public affairs audiences 
    • Positioning your organisation and its business goals effectively with stakeholders
    • Using proof and persuasion to drive your messaging 
    • Leveraging communication channels for a public affairs programme

    About this course

    What to expect

    Messaging, positioning and advocacy for government and public affairs programme 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.

    This course is suitable as a stand-alone day of learning on messaging, advocacy and persuasion as a top-up or refresher course or as part of the week-long public affairs and government relations training programme. If you want to know about making your messages punchy and resonant this is the course for you. 

    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

    • Using a series of workshops, learners will explore different ways of crafting messages for government and public affairs audiences and learn how to align their organisational goals and messages with their stakeholders' expectations.
    • We take an in-depth look at why and how some messages are more powerful than others by evaluating different language techniques, narrative structures, proof points and framing techniques. 
    • Learners will also analyse the value of different communications channels, including on-line as well as traditional and social media.

    Module 1: Messaging for government and public affairs audiences

    • Understanding the fundamentals of strong messaging
    • Creating messages for your organisation
    • Case studies and messaging workshops

    Module 2: Positioning your organisation and its business goals effectively with stakeholders

    • Using message development tools to focus on your stakeholders' needs
    • Aligning interests of your organisation with your stakeholders
    • Understanding how to position your organisational goals with the public interest

    Module 3: Using proof and persuasion to drive your messaging

    • Providing proof to make messages credible
    • Understanding the power of framing messages
    • Using language techniques to amplify the power of your message
    • Putting a narrative and values in to your message

    Module 4: Leveraging communication channels for a public affairs programme 

    • Evaluating the effectiveness of different communications channels
    • Harnessing the power of new media and social media
    • Understanding channel segmentation to maximise the impact of communications


    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 1 users commented so far Add your review

S.B. says:
The best things about this course were the content and the methodology. The course was excellent!
S.B. rated the course
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