Communications for Public Policy Delivery |

Communications for Public Policy Delivery

Effective public policy delivery relies on effective public communications. Whether moving public services online, persuading citizens to change their behaviour or recruiting and motivating public sector staff, governments and public sector organisations need to understand and engage with citizens. In a time of decreasing trust in government, this task is increasingly important but also increasingly difficult.

Marketing and communications are therefore essential tools for policy implementation. Implementing these tools requires policymakers to understand why people behave the way they do and how best to shape messaging to influence audiences, drawing on insights from behavioural psychology and other disciplines. It also requires a nuanced understanding of the changing media landscape as well as the latest developments in digital technology.

The Lee Kuan Yew School of Public Policy (LKY School) is pleased to partner with WPP to provide a course on Communications for Public Policy Delivery, drawing on WPP’s work with over 60 governments worldwide, as well as the government communications experience of the LKY School’s faculty. The course provides participants with conceptual foundations as well as practical knowledge in communicating policies effectively to the public in an age of anger and insecurity.

Key Information

Programme date 2 Oct 2017 - 6 Oct 2017
Venue: Lee Kuan Yew School of Public Policy,
National University of Singapore (Bukit Timah Campus),
Programme cost:

S$5,340 + 7% GST

S$4,806 + 7% GST (For groups of 3 or more participants)

S$4,272 + 7% GST (20% discount for LKY School degree programme/ executive education programme alumni)

*Fee is inclusive of lunch, refreshments and learning support materials


Executive Education Department
Lee Kuan Yew School of Public Policy
National University of Singapore
469C Bukit Timah Road, Singapore 259772

Tel: (65) 6516 8697 / 6601 5774
Fax: (65) 6872 9291

Application Deadline: 4 Sep 2017

Programme Objectives

This programme will help participants to:
• Appreciate the role of communications in the successful delivery of public policy
• Understand the cycle of communications strategy, planning, execution and evaluation
• Appreciate the relationship between behaviour change theory, communication strategy and policy outcomes
• Explore the moral and ethical dimensions of framing and communicating policy messages
• Understand the unique challenge of delivering public policy in an era when social media echo chambers filter out government information
• Explore how technology and digital media are changing the context and tools of government communications

Target Audience

The programme is designed for all government officials with responsibilities for developing or implementing public policy, particularly in the area of citizen engagement and/ or behaviour change. It is also relevant to middle level government communicators who wish to deepen their understanding and skills in strategic communications to deliver effective policy outcomes.

Programme Focus

The course will cover both conceptual as well as practical knowledge in communicating public policy, including the following topics:
• Communications in effective public policy, a global perspective
• Behavioural approaches to public policy and communications
• Research and testing to shape communications
• Moral reasoning and policy frames
• Communication strategy, media planning and buying
• The creative process
• Evaluation and Risk
• Media, messaging and the role of emotion
• Influence and advocacy

Beyond classroom learning, participants will also experience the working culture of a marketing/ communications agency in a “Live Challenge” component, putting together a team pitch on a real government communications challenge.

Participants will also learn the different functions of key marketing disciplines:
• Market/ social research
• Media planning and buying
• Advertising creative
• Public relations and public affairs


Donald Low
Associate Dean (Executive Education & Research) & Associate Professor (Practice), Lee Kuan Yew School of Public Policy

Donald Low is Associate Dean (Research and Executive Education) at the Lee Kuan Yew School of Public Policy. Besides leading the School’s executive education efforts, he also heads its Case Study Unit. His research interests at the School include economics in public policy, inequality and social spending, behavioural economics, public finance, organisational change, and governance and politics in Singapore.

Prior to his current appointment, Donald served 15 years in the Singapore government in various senior positions. During that time, he established the Centre for Public Economics at the Civil Service College of Singapore. He was Director of Fiscal Policy at the Ministry of Finance from 2004 to 2005, and Director of Strategic Policy Office in the Public Service Division from 2006 to 2007. Donald holds a double first in Politics, Philosophy and Economics from Oxford University, and a Masters in International Public Policy from The Johns Hopkins University’s School of Advanced International Studies. He is currently Vice President at the Economics Society of Singapore.

Roger Hayes
Adjunct Associate Professor, Lee Kuan Yew School of Public Policy
Dr. Leong Ching
Deputy Director (IWP) & Assistant Professor, LKY School

Leong Ching obtained her Phd in Public Policy from the Lee Kuan Yew School of Public Policy. She is the recipient of the Wang Gung Wu Medal and Prize winner 2013, (Best PhD Thesis in Humanities and Social Sciences). She has previously worked as a newspaper and television reporter and has graduate degrees in philosophy, information technology and journalism. Her research interests include water policies, public sector reform, and communication strategies. Her current research project includes examining the impact of communication on the implementation of water policies, narratives and third‐party governance.

Sean Larkins
Global Director of Consultancy and Capability for the WPP Government & Public Sector Practice

Sean Larkins is Global Director of Consultancy and Capability for the WPP Government & Public Sector Practice. He helps WPP’s government and public sector clients build their own internal capacity by focusing on organisation and change management; capability, training and performance; and leadership and innovation. He was previously Deputy Director of UK Government Communications where he led the comprehensive reform of government communications on behalf of the Prime Minister’s Office and Cabinet Office.
Sean is the author of The Leaders’ Report, the first global study into the future of government communication. Covering 40 countries and five multilateral organisations, it identifies the key challenges facing government policymakers and communicators worldwide, and identifies the key attributes of high-performing government communication functions. Over the last 12 months, he has also worked on government and public communication projects in the UK, Australasia, Africa and the Middle East. He holds a Masters degree in Journalism from the University of Westminster.
Paul Soon is the CEO (APAC) of Possible. Part of WPP Digital, Possible is a creative agency that backs up every idea with hard-core data for solutions that make a measurable difference.
Paul’s numerous achievements in the industry have earned him the reputation of marketing and digital/managerial evangelist. He is co-founder of and has over ten years of digital marketing experience working for leading brands such as Nokia, Nike, HP, and Visa.

Kathryn Cooper
Executive Director, Australia & New Zealand, of the WPP Government & Public Sector Practice

Kathryn Cooper is Executive Director, Australia & New Zealand, of the WPP Government & Public Sector Practice. She advises public sector communication leaders across the region on strategy, innovation, global best practice, capability and procurement. Based in Sydney, she identifies the best teams and talent within WPP to meet public sector communication challenges. She participates in Government peer review panels and educates government communication teams on global best practice.

Kathryn is a graduate of Georgetown University and has been with WPP since 2008. Previously General Manager at creative agency The Campaign Palace, she has led large scale integrated communication campaigns across private and public sectors in both the US and ANZ.

Ben Toombs
Acting CEO of Kantar Public

Ben Toombs is acting CEO of Kantar Public where he also heads the qualitative, behavioural and communications research team. He has 15 years’ experience of research for government and other public bodies, as well as a range of commercial and third sector organisations.
Ben’s experience is wide-ranging, but he has particular expertise in strategic research and consultancy that informs the design of public services and behaviour change interventions. He also has a personal interest in issues around community development and social capital.
Ben is a frequent contributor to conferences and other events on research and social policy topics. He has an MA from King’s College, Cambridge, and an MRes in Political and Social Theory from the University of London, and is a Fellow of the Royal Society of Arts.

Kathy O’Donoghue
CEO of Kantar Public Australia

Kathy O’Donoghue is CEO of Kantar Public Australia. A highly experienced social researcher and evaluator, she focuses on both program evaluation and communications development and evaluation. Kathy’s program evaluation work ranges from large-scale national projects across high-profile policy areas to smaller social return on investment evaluations. In the area of communications development and evaluation, Kathy works towards the delivery of policy information and those seeking a behavioural response.
Across both program evaluation and communications development, Kathy specialises in sensitive topics including mental health, sexual health, disability, cancer, and refugees and asylum seekers. She is also a leading practitioner of research with teenagers and young people in the areas of literacy and numeracy, mental health, sexual health, violence, and school-based research; and also in Indigenous research across health and wellbeing, sexual health and education.

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