Course Details

Single-day course

Using the Media to Influence Policy in Government Affairs



Course venue

ISOC London
13 Grosvenor Place | Floor 3

Course dates

Venue Location

GBP 545

per individual
Book now

Additional course information

contact via e-mail

call us for more details
+44 20 72504290

Read reviews

  • Using the Media to Influence Policy in Government Affairs is a one-day training course on how to use strategic communications and media engagement to influence policymakers. Topics include how to use creative PR tools and tactics to generate publicity and how to build strategic relationships with journalists and editors. The course also includes on-camera simulated interviews with individual performance coaching to build practical media skills.


    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 on-camera media training with filmed interviews and feedback coaching

    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.

    Learning outcomes

    After the course, you will be able to:

    • Approach public affairs and government relations from a strategic perspective
    • Make productive connections between public relations, corporate communications, thought leadership, lobbying and reputation management.
    • Pitch a story effectively to a journalist
    • Give a high-level briefing to an editor
    • Build relationships with journalists
    • Raise your media profile in the right way
    • Get your message across effectively in media interviews, and avoid pitfalls

    Course outline

    Aligning communications activities with government affairs programmes 

    This module covers how to connect strategic communications with strategic government affairs so that they work in harmony.

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

    Creative PR tools and tactics to generate publicity

    This module presents a menu of communications and PR tools, tactics and activities that can be applied to government affairs programmes.

    • 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

    Building relationships with journalists to secure media coverage

    This module covers practical approaches to engaging with journalists and the news machine, including in challenging situations.

    • 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

    Workshop session: media training

    This module consists of best practice briefing followed by individual practice and coaching in simulated on-camera crisis interviews.

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

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
Did you attend this course? We would love to hear your opinion on it!

* Your email address will not be shared or spammed by us

Signing up for
a London Course?

Need a more
tailor made solution?