Communication Strategy for Public Policy Delivery
Master strategies to deliver effective policy policy.
Successful public policy delivery relies on effective public communication. Together Carnegie Mellon Executive Education and WPP – the world’s largest communication services group – combine expertise to provide participants with conceptual foundations as well as practical knowledge in framing, communicating and implementing policies effectively in an age of anger and insecurity.
Whether tackling public health emergencies, moving public services online, or recruiting public sector staff, governments and public-sector organizations need to understand and engage with citizens. In a time of decreasing trust in government, this task is increasingly important but also increasingly difficult.
Alongside legislation, regulation and taxation, communication is an essential tool for policy implementation. Using it as part of the wider policy mix requires policymakers to understand why people behave the way they do and how best to influence audiences, drawing on insights from behavioral psychology, economics and other disciplines. It also requires a nuanced understanding of the changing media landscape and the latest developments in digital technology.
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Who Should Attend?
The program is designed for senior Federal and State government officials who are responsible for developing or implementing public policy, particularly in the area of citizen engagement and/or behavior change. It is also relevant to government communicators who wish to deepen their understanding and skills in strategic communication to deliver effective policy outcomes.
Approaching Public Policy
- The changing role of government in the USA
- Policy economics
- Economic efficiency and equity
- How people decide vs. how governments think people decide
- Logic and moral reasoning; moral worth and motives
- The social construct of policies
- Power vs. insecurity
- The challenges facing government communication
Introducing Behavior Change
- Governments and behavior change
- Behavioral approaches to public policy
- System 1 and system 2 thinking
- WPP behavior change model
- The four levers of policy delivery
- Audience segmentation
- Communication channels
- Live Challenge briefing
Delivering Communications for Policy
- Social media bubbles
- Social media ecosystems
- Social relevance
- Developing the big idea
- Content and channel planning
- From mass media to personalization to individualization
- Adaptation in practice
- Evaluation logic models
- Response mechanisms
Responding to New Challenges
- A history of fake news
- The end of reason
- Combatting fake news in public policy
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WPP is the world leader in marketing communications services. We are made up of leading companies in Advertising, Media Investment Management, Data Investment Management, Public Relations & Public Affairs, Branding & Identity, Healthcare Communications, Digital, eCommerce & Shopper Marketing, Specialist Communications. Learn More.