Delivering Policy Impact – Two-Day Training Course – (London)

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This is a two-Day training course taking place at the
DoubleTree by Hilton London – West End – Bloomsbury London
in Central London
on
Thursday 19th October and Friday 20th October

Day One Thursday 19th October: The Importance of External Communications Strategies in Determining Policy Success and Achieving Impact. Modifying Behaviour through Policy – This day’s training is delivered by James Humphreys
Guest Speaker: Jude Mackenzie, Former Strategic Communications Adviser on Public Services in the Prime Minister’s Office
Day Two Friday 20th October: Practicalities of Delivering Public Value and Evaluating Impact – This day’s training is delivered by Tony Cash

Overview

This two-day training course has been designed to focus on practical approaches that you can use to work with your colleagues to deliver impact.

The course starts by looking at look at the crucial role that effective communications strategies have in ensuring public awareness, understanding, buy-in, compliance and impact. We shall then examine how policy can be used to modify public behaviour, and how civil servants can make use of methodological approaches and psychological insights to improve the potential impact of their policy implementation.

The second day looks at how we can ensure that we are building public value into the policy development and delivery process. Delivering public good and public value are the fundamental purpose of all policy programmes, but this fact can often be blurred by the difficulties of successfully rolling out policies in the real world. We then explore how you can work well together as a team, focusing on shared objectives and goals to achieve your aims, along with methods for ensuring that everyone has bought into the vision and is comfortable they can deliver within their own role. 

We shall then look at the extent to which monitoring and evaluation are key in assessing impact and analysing the need for potential modifications that may need to be taken to ensure that outcomes and intended impacts are achieved.

Who is it designed for?

This training course is designed for public servants working on all aspects of policy. It is particularly useful for team members who want to ensure that they are fully equipped to work collaboratively to achieve the full potential of their policy and project goals.

How will you benefit from attending?

Over the two days of this programme, you will develop a sophisticated and practical range of skills and breadth of knowledge about working effectively as a team, the importance of understanding psychology in policy development, embedding value for money, communications strategies, and how to measure impact to better achieve your overall policy goals and objectives.

Learning Outcomes

• Learn how to establish policy visions within your team
• Analyse and understand how to delegate collaboratively
• Analyse and learn how people’s attitudes and behaviour can be understood through research, and how to apply this to your policy scoping and formulation
• Examine and learn how to maximise policy impact through behavioural awareness and building-in psychological insight throughout the policy-making cycle
• Understand the importance of the concept of public value in economics and how this relates to your policy work
• Understand how to use your resources to make the greatest strategic impact
• Learn how to sharpen communications to improve policy development and decision-making, and to increase the positive impact of policies
• How to use monitoring and evaluation to improve performance management, impact assessment and future planning

Agenda
Times on the Agenda are in UK Time

Day One Thursday 19th October: The Importance of External Communications Strategies to Policy Success and Achieving Impact & Modifying Behaviour through Policy
This day’s training is delivered by James Humphreys
Guest Speaker: Jude Mackenzie, Former Strategic Communications Adviser on Public Services in the Prime Minister’s Office

09:30 Welcome and Introductions

09:45 Session One The Importance of External Communications Strategies to Policy Success and Achieving Impact

• Analysis of the importance of communications strategies in policy development and in the successful delivery of policy impact
• Stakeholder analysis, segmentation and targeting different channels of communication on different audiences (social media, radio, TV, newspapers)
• Engagement, persuasion and advocacy
• Using narrative in communications to convey key messages
• The press office and relations with the media

11:15 Break

11:30 Session Two Policy-Making and the Limits of Rationalism:

• Behavioural change from social marketing to nudge theory
• Delivering a political agenda and implementing strategic objectives
• Shaping behaviour and outcomes
• Rational and emotional responses
• Information and belief; values and priorities

13:00 Lunch

13:45 Session Three Understanding the Psychology of Behaviour

• How can policy design take into account the vast range of everyday human characteristics?
• Understanding drivers of motivation in behaviour
• Self-interest and altruism: familiarity and comfort zones; habits and routines
• Social sciences: psychology, sociology, anthropology and economics
• External influences on behaviour and attitudes – media, upbringing, social milieu, culture, family, peer groups, work colleagues

14:30 Session Four Measuring and Tracking Awareness, Attitudes and Behaviour

• Quantitative research: polls, surveys and panels
• Qualitative research: interviews, focus groups, deliberate events
• Awareness: what people know
• Attitudes: what people think and feel
• Behaviour: what they do

15:20 Break

15:30 Session Five Marketing and Communications as Policy Tools

• Audience segmentation and profiling
• Targeting and channel strategies
• Brand, advertising and PR
• Price, incentives and promotions
• Loyalty and advocacy

16:15 Session Six Overcoming Barriers to Behavioural Change

• Compliance, uptake and personality profiles
• Hard to reach and resistant groups
• Resources: risks of under-investing in behavioural change
• Time: the need for intensive long-term intervention
• Opponents: competing and conflicting voices
• Backlash: libertarianism, ‘health and safety madness’ and the nanny stat

17:00 Final Discussion and Close of the Day

Day Two Friday 20th October: Practicalities of Delivering Public Value and Evaluating Impact
This day’s training is delivered by Tony Cash

09:30 Session One Building Public Value into the Policy Development and Delivery Process

• Analysing and Measuring VFM, ROI and Public Good beyond traditional VFM criteria
• What does your policy aim to achieve?
• Fundamentals of the rationale for public policy
• Improving citizens’ lives, reducing inequality, providing support, achieving societal cohesion
• Action planning delivery-focused policy development strategies
• Analysis of the characteristics of successful, robust delivery-focused policy development – what seems to work well, and why? What does not seem to work and why?

11:00 Break

11:15 Session Two Practicalities and Action Planning for Delivering Public Value through Policy

• How to effectively bridge the Policy/Operational delivery divide
• Focus on practical policy development
• The evidence base and other approaches to successful policy formulation
• Bringing in the operations and project managers early in the policy cycle
• How to move seamlessly from policy decisions into project planning and delivery

12:45 Lunch

13:30 Session Three: Embedding the Strategy

• Establishing policy visions
• Leading and agreeing strategy and policy
• Approaches for ensuring buy-in from everyone in your team
• Ensuring clear lines of communication between the component team members and stakeholders – procedures and approaches

14:15 Session Four: Navigating through Uncertainty and Delegating Responsibility

• Identifying methods to predict, mitigate and manage different kinds of uncertainty
• Influencing skills in team-working contexts
• Delegation skills and personal responsibility in the policy context
• Considerations and techniques

15:00 Break

15:15 Session Five Evaluating Policy Impact

• Overview of methodologies for evaluating policy effectiveness and impact
• Planning evaluation and roll-out
• Ensuring policy learns from previous evaluations to maximise effectiveness and to enhance impact

16:30 Final Questions and Discussion

17:00 Close of the Course

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

Price

The price of attending this two-day Training Seminar in Central London is:

GBP£ 1,000 per person
USD$ 1,240 per person
CAD$ 1,650 per person
EUR€ 1,140 per person

For details of reductions for group bookings, or to discuss any aspect of the seminar, please email David Leakey on [email protected] or phone on +44 20 7661 7817.

Crown Commercial Service supports the public sector to achieve maximum commercial value when procuring common goods and services.