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.