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Middle Managers

Communications for Public Policy Delivery

In a time of decreasing trust in the government, the effective delivery of public policy relies on effective communication with citizens. To better engage with them, policymakers must first understand the motivations behind people’s behaviour, and then use those insights to shape messages that can influence their audience.  Effective communication also requires a nuanced understanding of the changing media landscape and the latest developments in digital technology. 

Offered in partnership with WPP, the 5-day course on Communication for Public Policy Delivery draws on WPP’s work with over 70 governments worldwide and the government communications experience of the Lee Kuan Yew School of Public Policy’s faculty. It aims to provide you with conceptual foundations and practical knowledge in using behaviour insights to communicate policies effectively to the public. 

You will learn about the different functions of the key marketing disciplines of market/social research, media planning and buying, advertising, and public relations.

Combining classroom learning with a ‘Live Challenge’ component, the course allows you to experience the working culture of a marketing/communications agency by putting together a pitch for a real government communication challenge.

 

 

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

Mon 30 September 2019 to Fri 4 October 2019

9:00 AM - 5:00 PM

Fri 30 August 2019

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, you 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.

You will also learn the different functions of key marketing disciplines:

  • Market/social research
  • Media planning and buying
  • Advertising creative
  • Public relations and public affairs

 

  • Senior government officials charged with 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

    Programme Fees:

    S$5,500 + 7% GST

    S$4,400 + 7% GST (for LKY School Degree Programme/ Executive Education Progamme Alumni)

    For every 3 participants from the same organisation, the 4th participant attends for free


    Fee is inclusive of lunch, refreshments and learning support materials

    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


    • Appreciate the role of communication in the successful delivery of public policy
    • Understand the communications cycle of 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
        

    Connie Chan (1)

    Connie Chan

    Executive Director, WPP's Government & Public Sector Practice

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    Leong-Ching

    Leong Ching

    Co-Director, Institute of Water Policy and Assistant Professor, Lee Kuan Yew School of Public Policy

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    Sean Larkins (1)

    Sean Larkins

    Chief Executive, Kantar Public Consulting

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