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Governments today cannot achieve their public policy goals without effective communication. Successful public policy delivery relies on effective public communication. 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 behavioural psychology, economics and other disciplines. It also requires a nuanced understanding of the changing media landscape and the latest developments in digital technology.
WPP partners with Carnegie Mellon University to deliver an executive program that enhances the ability of public policy officials to develop high quality communications. Drawing upon the best experts from across Carnegie Mellon University for teaching faculty and WPP's work with over 70 governments worldwide, the course will provide participants with conceptual foundations as well as practical knowledge in framing, communicating and implementing policies effectively in an age of anger and insecurity.
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 behaviour change. It is also relevant to government communicators who wish to deepen their understanding and skills in strategic communication to deliver effective policy outcomes.Download a brochure