An intensive week of persuasion and policy influence
A five-day Focused Immersion Seminar covering the full spectrum of lobbying concepts and techniques
This intensive five-day course covers every strategic and tactical dimension of public affairs. You will learn to navigate your legislative environment, dissect your issues, and execute powerful PA campaigns. You will refine your powers of persuasion with individual coaching and meet lobbyists and policymakers face-to-face in field visits.
Course format
Strategic Public Affairs is a Pinnacle Focused Immersion Seminar. This training format focuses intensively on a single set of competencies for five days. It is designed to develop practical and enduring expertise in one particular specialty.
This course is intended for top-level public relations directors. A key benefit is the opportunity to share experience and discuss issues with senior professionals from other organisations who are also attending the course, usually from many different industries and countries. There is always a high level of knowledge exchange and cross-fertilisation of ideas.
Over the course of five days, you will cover the full spectrum of public affairs and lobbying platforms and skills. Every day follows a hands-on format, revolving around a variety of fun and fast-paced exercises. Expect to spend a lot of your day trying out new skills, practicing your techniques, not listening. You will receive plenty of personal coaching and feedback.
This course is modular: on each day you will work through 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.
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
- Develop a lobbying strategy that integrates public affairs activity in support of your organisation’s business strategy.
- Build a lobbying campaign designed to shape your organisation’s policy and legislative environment
- Engage with the news media and harness their influential power as part of a lobbying campaign
- Conduct lobbying online using the main social media tools and platforms
Who should attend
This is an advanced-level course designed for learners in senior roles, aspiring to mastery and innovation. Learning is pitched at a level to help you to synthesise best practice and direct strategic implementation.
Qualification credit
This is an Advanced Professional Award course, independently accredited by Edexcel. For details, download the course brochure.
Feedback
“Led by people who know their stuff, loads of practical exercise.”
- Elkington, RSA
“Liked the workshop sessions and discussions.”
- Godson Dienye, Nigeria LNG ltd
“I understand the relevance of the methods and tools that drive the lobbying effort, and their immediate applicability.”
- John Addeh, Total
“Practical sessions were very interactive.”
- Eze Obular, Total
“Good to get insight into how other people work – fresh ideas.”
Henry Jeffrens, Hidden & Stout