Interest groups exist in every kind of political system — democratic or otherwise, advanced or developing — and their numbers keep growing wherever societies develop. What separates the campaigns that actually shape policy from the ones that go nowhere usually comes down to strategy: how a pressure or advocacy campaign is designed, who it targets, and how it's executed.

This course, delivered by the Arab British Fellowship Training Academy, builds the practical advocacy skills communications managers need to run that kind of campaign — designing a pressure strategy and executing a public relations campaign through alliances and online tactics. It suits anyone managing or supervising a lobbying or PR campaign, whether directly or through a consultancy, and covers how pressure groups operate as organisations that influence decision-makers, directly or indirectly, on specific policy issues.

Who Should Attend?

• Senior professionals seeking excellence and innovation in public affairs.
• People working in, or planning to work in, parliaments.
• Individuals wanting to take part in political campaigns.
• Students who want to understand how parliaments reach the public simply and effectively.

Course Objectives:

By the end of the course, participants will be able to:

• Develop a pressure strategy that integrates public affairs activity with the institution's business strategy.
• Build a lobbying campaign aimed at shaping the institution's policy and legislative environment.
• Deal with the media and use its influence as part of a lobbying and advocacy campaign.
• Run online advocacy using key social media tools and platforms.
• Handle key practical issues: dealing with different parties, holding meetings, building relationships, and projecting a positive image.

Module 1: The Tools and Practice of Public Affairs

• Core tools and methods used in public affairs work.
• Planning and organising public affairs campaigns.
• Public affairs work over the internet.

Module 2: Designing a Pressure and Advocacy Strategy

• Developing pressure and advocacy strategies.
• Mechanisms for building the plan, from goals to execution.
• Monitoring plan execution and evaluating results.

Module 3: Media and Digital Advocacy

• Dealing with the media during lobbying campaigns.
• Using social media tools and platforms in lobbying and advocacy campaigns.

Module 4: Learning from Real Campaigns

• Common mistakes in lobbying campaigns.
• Case study workshop: campaigns that won broad public support, and how to apply their lessons.
• Practical, hands-on training.

Course Delivery:

• In-house training at the organisation's premises.
• One-to-one training.
• Group training.
• Practical, hands-on training.

Note:

• We can deliver this course at the time and place that suits you.
• This course is delivered to a high standard for senior professionals. Contact the Arab British Fellowship Training Academy team for more information.