To do so, policy makers must understand why people behave the way they do and how best to influence audiences, drawing on insights from behavioral psychology, economics and other disciplines. Successful communication also requires a nuanced understanding of the changing media landscape and the latest developments in digital technology.
Together WPP and Lee Kuan Yew School of Public Policy combine conceptual foundations from top academic researchers and practical understanding through global best practices from WPP’s work with 115 governments in 70+ countries. The program provides participants with a framework for integrating communication into policy development, a model for delivering behavior change communication and the logic for evaluation and attribution. As a result, participants gain mastery in framing, communicating and implementing policies effectively in an age of anger and insecurity.