Public Affairs and Government Relations Specialist Training Course

Why select this training course?

An organization, business, or industry rendering services cannot exist in isolation. The government has stipulated procedures, policies, and regulations to supervise these fields. Public Affairs and Government Relations cannot be downplayed because they significantly affect how an organization or business responds to these policies.

On the one hand, Government Relations and Public Affairs training provides an organization with techniques and strategies to be employed by organizations to sharpen and influence government policies and legislation. These concepts and practices are responsible for an organization’s reputation, brand credibility, and media coverage. Therefore, as modern-day business practice improves, the relevance of Public Affairs and Government Relations becomes heightened. As a result, it is essential to garner the skillset necessary to become a specialist in this field.

Is there any difference between public affairs and government relations?

Although these concepts are both present in the field of public relations, they are distinct and separate. For example, while Public Affairs deals solely with communicating and liaising directly with legislators, media, policymakers, and the government, Government Relations employs strategies to help an organization’s relationship with the government.

Also, even though the functions of professionals in this field may sound similar, Public Affairs Specialists are saddled with resolving disputes and negotiating with the government on behalf of an organization. Public Affairs Specialists also provide advisory, advocacy, and consulting services to organizations, track and lobby current policies, and research and enlighten stakeholders. As a Government Relations Specialist, your role is to improve public policy and liaise optimally with government, organizations, and lobby groups.

What are the career opportunities available for a public affairs specialist?

Asides from the popular conception that a Public Affairs Specialist is simply a lobbyist, there is a horizon of opportunities available to a Public Affairs Specialist. For example, a public affairs specialist can be an organization’s media and campaign manager and provide policy advisory services. Public Affairs Specialist can be a consultant identifying pivotal stakeholders involved in decision-making at all government levels. They can also serve as an intermediary championing an organization’s interests following government officials’ policies.

Rcademy has introduced Public Affairs and Government Relations Specialist Training Course that will equip its learners by elaborating on the many paths to success that lead to a career in public affairs and government relations.

Who should attend?

The Public Affairs and Government Relations Specialist Training Course by Rcademy fits several people, especially professionals tasked with liaising with the government on behalf of an organization such as:

• Government relations officers: responsible for liaising with the government on behalf of an organization or industry
• Policymakers: responsible for initiating policies on behalf of the government
• Public affairs officers: are responsible for identifying stakeholders in all levels of government and offering advisory services to an organization on these stakeholders’ influence
• Executive management: responsible for managing the operational business activities of an organization or industry
• Public relations consultants: responsible for providing advisory services to organizations as regards stakeholders championing policymaking

What are the course objectives?

The Public Affairs and Government Relations Specialist Training Course by Rcademy aims to help participants achieve the following objectives:

• Learn how to engage with the media and garner the desired public opinion
• Apply efficient strategies to enable Public Affairs to support an organization and its activities
• Understand the techniques involved in employing social media as a tool and platform for Public Affairs
• Equip personnel with the necessary skillset on how to contribute and engage in policy and legislative process
• Learn the art of engaging in a stakeholder management plan
• Discover and apply effective lobbying techniques for the benefit of an organization
• Learn the act of conducting meetings with high-level government officials
• Apply the technique of media campaign and benefit from the news media influence

How will this course be presented?

This course is designed to satisfy participants’ learning and development needs and invest in them the necessary skillset; it is participant-oriented. Recognizing the importance of efficient methodologies, this training is taught by well-versed professionals in this field, using in-depth and well-researched individual modules as teaching guides.

The Rcademy course on Public Affairs and Government Relations Specialist Training consists

of theory and practical sessions by providing lecture notes, case studies, assignments, video presentations, seminars, and a platform for feedback to guarantee participants’ learning.

What are the topics covered in this course?

Module 1: Background to the Concept of Public Affairs and Government Relations

• Definition of Public Affairs and Government Relations
• The relationship between Public Relations and Government Relations
• The Activities in Government Relations
  – Strategy development
  – Identification of stakeholders
  – Research on policy
  – Governmental appearances
  – Supervision
• Difference between Public Affairs and Government Relations
• Effects of Government Relations Campaign on an industry
• Public Affairs Strategy
  – Principles governing Public Affairs
  – Role of Public Affairs
  – Stakeholder analysis and management
  – Public Affairs and political landscapes

Module 2: Public Affairs and Government Relations Courses

• Public Affairs Courses
  – Planning objectives
  – Stakeholders’ strategy
  – Engagement and support of stakeholders
  – Target audience and management
  – Management of issues
  – Developing an effectively influential argument
  – Collaboration
• Government Relations Courses
  – Liaising with government officials
  – Relationship dynamics with government officials
• Lobbying
  – Direct lobbying
  – Grassroots lobbying
  – Integrated lobbying

Module 3: Media Strategies

• Efficient media relations
• Journalism and press coverage
• News media
• Broadcast appearances
• Advocacy advertising
• Campaign management

Module 4: Persuasion and Communication Channels

• Proof of persuasion
  – Credible message
  – Framing message
  – Language techniques
  – Narrative and values
• Communication channels as leverage
  – Analysis of the effectiveness of communication channels
  – New media and social media
  – Channel segmentation

Module 5: Stakeholder Analysis and Mapping

• Stakeholder Management in Public Affairs
  – Identification and evaluation of stakeholders
  – Understanding the thought process of stakeholders
  – Political targets
  – Building relationships with stakeholders
• Positioning for stakeholders
  – Employing message development tools
  – Alignment of organization and stakeholders’ interests
  – Positioning organizational goals

Module 6: Development of a Public Affairs and Government Relations Programme

• Advocacy and positioning
  – Communication with Government and Public Affairs audiences
  – Strategic positioning of an organization
  – Leverage of communication channels
• Implementation of Government and Public Affairs programs
  – Dynamics of political jurisdictions
  – Diverse platforms for an organization’s campaign
  – Tools and tactics utilization
  – Workshop sessions

Module 7: Relations with Government Officials and Politicians

• Engagement with government officials and politicians
  – Identification and supervision of targets
  – Dynamics of relationship with government officials
  – Communications collateral
  – Practical workshop
• Strategic Communications for Government Relations
  – Communications alignment
  – Unique PR tools and tactics for publicity
  – Securing press coverage

Module 8: Objectives of Public Affairs Communications

• Goals of Public Affairs Communications
  – Sensitisation
  – Collaboration
  – Motivation
  – Influencing
  – Relations
• Merits of a Public Affairs Strategy
  – Brand Credibility
  – Operations freedom
  – Cost regulation

Module 9: Shortcomings in Public Affairs

• Lack of sufficient database
• Multiple communications channel
• Rate of government intervention
• Lack of accessibility to grassroots