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Public Affairs and Government Relations Programme
This five-day programme provides a complete, strategic grounding in public affairs and government relations. You will learn how to analyse political environments, shape policy outcomes, and advocate effectively with both decision-makers and the media. The course integrates strategy design, messaging, campaigning, stakeholder engagement and media influence into a single, coherent learning journey.
You will move from mapping your political and regulatory landscape, to crafting persuasive positioning, to executing campaigns, to managing high-level encounters with officials, and finally to using the media as a lever for policy change. Each day combines expert frameworks with practical workshops to ensure you leave with tools you can use immediately in your organisation.
This course is availableĀ face to face in London.Ā
- Face to face (London)Ā |Ā Five daysĀ |Ā Ā£5,500 +VAT
Course outline
Day 1: Creating a Public Affairs and Government Relations Strategy
This module provides a structured introduction to public affairs and government relations, showing you how to design a clear, evidence-based strategy.
- Understanding the principles and purpose of PA/GR
- Mapping political, policy and stakeholder landscapes
- Setting objectives and designing a strategic framework
- Building a practical PA/GR strategy you can apply immediately
Day 2: Advocacy, Messaging and Positioning
This module covers how to define your position and craft persuasive, credible messages for policymakers and stakeholders.
- Developing focused and compelling messages
- Framing and substantiating your arguments
- Tailoring positioning to different stakeholder needs
- Deploying messaging effectively across communication channels
Day 3: Implementing Public Affairs and Government Relations Campaigns
This module covers practical approaches to translating strategy into action through structured campaigning.
- Understanding political dynamics and engagement pathways
- Selecting appropriate lobbying frameworks and tactics
- Applying tools to engage stakeholders and build support
- Practical workshop to design your own PA/GR campaign
Day 4: Engaging with Government Officials
This module covers how to reach, prepare for and manage high-level encounters with government decision-makers.
- Identifying and targeting the right officials
- Adapting messages and approaches to different individuals
- Managing relationship dynamics and meeting challenges
- Using communications collateral effectively in advocacy
Day 5: Using the Media to Influence Policy in Government Affairs
This module covers how to leverage media engagement and strategic communications to advance your public affairs objectives.
- Aligning communications and PA/GR activities
- Using PR tools and tactics to generate meaningful coverage
- Building productive relationships with journalists
- Workshop with filmed interviews and individual feedback
What you will learn
After this course you will be able to:
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Analyse and map the power structures shaping your policy environment
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Identify when, where and how to engage in the policy and legislative process
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Develop a strategic public affairs and issues-management plan
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Apply core lobbying and advocacy techniques with confidence
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Design and implement a public affairs campaign aligned with organisational goals
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Prepare for and conduct meetings with senior government officials
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Integrate communications, PR and thought leadership into your PA/GR strategy
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Use the media to amplify advocacy efforts and influence policy outcomes
Who should attend?
This programme is designed for executives who need to engage with government, legislators, regulators or political stakeholders. It is suitable for managers overseeing public affairs or government relations, whether working in-house or managing external consultants. Participants typically bring experience from corporate, public sector, NGO or consultancy environments.
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