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Middle Managers

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.

Lee Kuan Yew School of Public Policy National University of Singapore Bukit Timah Campus Singapore 259772

Mon 1 October 2018 to Fri 5 October 2018

9:00 AM - 5:00 PM

Mon 24 September 2018

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

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

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 Cost:

S$5,500 + 7% GST #

S$4,950 + 7% GST # (For groups of 3 or more participants)

S$4,400 + 7% GST # (20% discount for LKY School degree programme/ Executive Education progamme alumni)

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

# Goods and Services Tax (GST) is applicable for Singapore-based participants and overseas participants who are self-funded or sponsored by Singapore organisations.

Contact:

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
Email:decb64_bGt5c3Bwb2VAbnVzLmVkdS5zZw==_decb64

Application Deadline:24 September 2018

Connie Chan (1)

Connie Chan

Executive Director, WPP's Government & Public Sector Practice

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Donna van Bueren

Donna van Bueren

National Client Director, Kantar Public Australia

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Kenneth Paul Tan

Kenneth Paul Tan

Associate Professor

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Laure Van Hauwaert

Laure van Hauwaert

Managing Director, EU Institutions, WPP Government & Public Sector Practice

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Leong-Ching

Leong Ching

Co-Director, Institute of Water Policy and Assistant Professor

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Sean Larkins (1)

Sean Larkins

Chief Executive, Kantar Public Consulting

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