Effective Policy Communications

This is an open programme and an in-house training course. For further information and pricing contact [email protected] or phone on +44 20 7661 7817.


High quality communication is an integral component of the policy development process. Internally, with Government Ministers and Senior Officials, it will make for better decisions. Externally, with stakeholders, it will enable policies to have a more positive impact. This half-day seminar will look at the importance of effective communication on all parts of the policy development process and give you tools and techniques to help you. 

Who is it designed for?

This half-day seminar has been designed for public sector and civil service managers at all levels who are involved in policy development. It can serve both as an introduction and a refresher for anyone who wishes to improve their communications with internal and/or external audiences and stakeholders. It may also be of interest to government communication professionals who wish to improve their understanding of how communication fits into the policy development process.  

How will you benefit from attending?

You will gain an insight into the differing communication needs of internal and external stakeholders, together with practical tools and tips on how best to meet them.

Learning Outcome

You will gain an understanding of

  • the importance of good communication in effective policy development
  • the differing needs of internal and external stakeholders – and how to satisfy them
  • how to engage efficiently and effectively in the communication review process
  • how to sharpen communications to improve decision-making and to increase the positive impact of policies

Session 1 – Communicating Policy – The Principles

  • Welcome, introductions and overview
  • Where effective communications fits in the Policy Cycle
  • What, why and to whom to communicate – Purpose, Audience and Effect model
  • The need for flexibility – marrying the political/policy agendas and short/long term communication strategies

Session 2 – Communicating with Internal stakeholders

  • Writing for busy people – what they need and why
  • The importance of ABC – Accurate, Brief and Clear

Session 3 – Written v oral communications

  • Key differences between oral and written communications
  • When to use one rather than the other

Session 4 – Communicating with External stakeholders

  • Segmenting your audience
  • Stakeholder management – who matters most and what to do about it
  • Working with Press Office – Lines to Take, core messages to get across
  • Building relationships with the media

Session 5 – Campaigns

  • Using campaigns to change behaviour
  • Successful communications supporting successful policies – and the reverse
  • Evaluation – measuring success
  • Wrap Up


Our L&D ethos

  • We’re here to enable you to perform better!

Our L&D team

  • All former practitioners, now professional trainers, our L&D team have provided open and bespoke solutions for more than 100,000 public servants from 120 countries

Our L&D seminars

  • A vast reservoir of international, transferable knowledge and perspectives about effective, delivery-focused approaches to working smarter in the public sector

This is an open programme and an in-house training course. For further information and pricing contact [email protected] or phone on +44 20 7661 7817.