Learn the latest public policy communication strategies to engage, influence, and move the masses in a changing world.
9 – 13 Oct 2023 | On-campus
In a time of volatile trust in government, effective public policy communications are essential for moving the masses. The Communications for Public Policy Delivery programme will teach you how to leverage the latest developments in digital technology and behavioural insights to influence public sentiment and achieve your policy goals.
This course is offered in partnership with WPP, a global leader in communications, marketing, and consulting, that has worked with over 70 governments worldwide. With WPP’s background and the government communications expertise of Lee Kuan Yew School of Public Policy, you will learn how to develop effective communication strategies that resonate with citizens.
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I liked that the teaching faculty provided tools which I could adopt and adapt to my work. The most valuable experience that I gained from this course is undertaking the communications campaign. This was interesting as it was the first time I thought about the back end work of policy making which is a crucial part of policy delivery.
When I first heard about the programme, I was motivated by the opportunity to attend a course at NUS. NUS is a top 25 university in the world and no.1 in Asia. The course was also related to my field of work in public policy. The faculty provided policy tools which I could use in my line of work and the best bit being the experiential learning gained through the drafting of an actual communication campaign for a policy issue. Working on an actual communication campaign made me reflect on the back end work of policymaking and how crucial its role is in policy delivery.
I joined this programme with the desire to learn useful communication techniques and to become aware of strategies to better communicate difficult and complex issues. Through this programme I have learnt the need to have a carefully planned strategy for communication as well as to adapt communication styles to fit the target audience. The programme also covered the use of new technologies (e.g., social media) to expand the reach of a communication plan. I am now to share all this newfound knowledge of communication strategies with my colleagues who are also dealing with the organisation’s external relations.
Senior government officials in charge of developing or implementing public policy, particularly in the area of citizen engagement and/ or behaviour change
Senior- and mid-level government communicators who wish to deepen their understanding and skills in strategic communications to deliver effective policy outcomes
Gain practical skills from the best minds in public policy across the following topics.
Communications from a post-COVID perspective
New behavioural approaches to public policy communications
Research and testing to shape communications
Moral reasoning and policy frames
Communication strategy, creative development, media planning and buying
Risks and Evaluations
Media, messaging and the role of emotion
Influence and advocacy
Key marketing disciplines such as market/social research, media planning and buying, advertising creative, digital technology and social media
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