Using the Media to Influence Policy in Government Affairs

This two-part live online government affairs course covers how to create lobbying leverage in the media. You will learn practical tools and creative approaches to generate publicity for a cause. Topics include how to build relationships with journalists and on-camera media training.

Two half-days | Monday-Tuesday | 09:00-13:00 London time | Live on Zoom | US$600

29-30 March
24-25 May
19-20 July


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

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

What you will learn

After this course you will be able to:

  • 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
  • Get your message across effectively in media interviews, and avoid pitfalls

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.