Course Details

Single-day course

Strategic communications for government affairs



Course venue

ISOC London
13 Grosvenor Place | Floor 3

Course dates

Venue Location

GBP 495

per individual
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This course is usually delivered by one of the following trainers:

  • Course outline

    This course covers how to utilise strategic communications and media engagement to further your government and public affairs objectives.

    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:

    • Aligning communications activities with government affairs programmes 
    • Creative PR tools and tactics to generate publicity 
    • Building relationships with journalists to secure press coverage for your public affairs initiatives 
    • Practical workshop session where participants practice media interviews, with filmed interviews and feedback

    About this course

    What to expect

    Strategic communications for government affairs is an ISOC focused immersion course. It is designed to develop practical and enduring expertise in one particular speciality – 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 brings together a range of disciplines and is the final day of ISOC week-long public affairs and government relations training seminar.

    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

    • Public affairs and government relations is a more strategic enterprise than simply firing off press releases and scheduling meetings. If a programme or strategy is to work, it must pull together different aspects of public relations, corporate communications, thought-leadership, lobbying and reputation management. 
    • Covering everything from how to pitch a story and brief a journalist, to the dynamics of a news cycle and managing demanding reporters, this course brings together all the parts of the communications toolkit and demonstrates how to deploy them as part of an overall strategy. 
    • Practical tips on building a relationship with journalists and creating a media profile are also covered in this course, which finishes with a media training workshop to hone learner's messaging, briefing and interview skills.

    Module 1: Aligning communications activities with government affairs programmes 

    • Understanding what makes communications 'strategic'
    • Aligning communications activities with public affairs and government relations programmes
    • Identifying and evaluating your communications assets

    Module 2: Creative PR tools and tactics to generate publicity

    • Identifying and evaluating a range of tools and tactics to gain media coverage
    • Using written materials to build media relations
    • Managing press conferences, briefings, media workshops and press trips
    • Building a thought leadership profile

    Module 3: Building relationships with journalists to secure media coverage

    • Understanding the psychology of the journalist
    • Learning the rules of engagement with the media
    • Understanding news cycles and news values
    • Dealing with tricky issues and situations

    Module 4: Workshop session: media training

    • Introducing media training through mock interviews
    • Understanding the dynamics of a broadcast media encounter
    • Honing messaging and communications skills
    • Filmed workshop with feedback


    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 3 users commented so far Add your review

David Leslie says:
The strategy sections of this course were very useful. The resources (audio-visual & printed materials) were excellent.
David rated the course
LR says:
The trainer (Kelly Freeman) showed extensive knowledge, we covered more than I expected to.
LR rated the course
anonymous says:
This course was very informative with good training exercises.
anonymous rated the course
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