Overview

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

Looking for more?

Using the Media to Influence Policy in Government Affairs is a standalone course — but you can also take it as part of the following longer Programme:

Strategic Public Affairs and Government Relations Programme (5 days)

ISOC trainers

Training staff include

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Public affairs courses