Media coverage is one of the most powerful tools in public affairs — but only when it is aligned with a strategic government engagement programme. This two-day course connects communications with advocacy: how to generate publicity that creates lobbying leverage, build relationships with the journalists who matter, and perform effectively in media interviews that advance your policy goals.
Aligning communications with government affairs, creative PR tools for publicity, building journalist relationships, media interview skills for government affairs professionals.
Every session runs in a small, boardroom-format group — typically six to eight senior professionals. Your trainer tailors content to the specific industries, organisations and challenges each participant brings, so you work on real situations, not generic examples. The learning combines evidence-based best practice briefings with structured discussions, practical workshops and peer learning. This is training with a coaching and consulting flavour — focused on building skills and producing outputs you can apply in your work immediately.
- Align communications activities with government affairs programmes strategically
- Apply creative PR tools and tactics to generate publicity for advocacy goals
- Pitch stories effectively to journalists covering your policy area
- Build productive relationships with journalists and editors
- Give high-level briefings to media that advance your positioning
- Perform effectively in media interviews relevant to government affairs
- Raise your organisation’s media profile in support of policy objectives
- Connect public relations and lobbying into a coherent influence programme
- Understanding what makes communications 'strategic'
- Aligning communications activities with public affairs and government relations programmes
- Identifying and evaluating your communications assets
- Identifying and evaluating a range of tools and tactics to gain media coverage
- Using written materials to build media relations
- Managing press conferences, briefings, media workshops and press trips
- Building a thought leadership profile
- Understanding the psychology of the journalist
- Learning the rules of engagement with the media
- Understanding news cycles and news values
- Dealing with tricky issues and situations
- Introducing media training through mock interviews
- Understanding the dynamics of a broadcast media encounter
- Honing messaging and communications skills
- Filmed workshop with feedback
Executives and managers in government affairs or public affairs roles who want to use media relationships and publicity as a strategic tool in their advocacy work. Also relevant for communications professionals who support public affairs programmes.
The following are some of the ISOC trainers who regularly lead this course, depending whether you join us in London, Dubai or live online.
The two days build progressively, with each module combining briefing, discussion and practical exercises. The small-group format ensures every participant gets individual attention.
Nothing specific is required. If you have a current project or challenge relevant to the course topic, bring it along — the practical exercises can incorporate real-world contexts.
The course is designed for professionals with some existing knowledge who want to deepen their strategic capability. If you are starting from scratch, contact us and we can advise on the best starting point.
Yes. The course includes on-camera interview practice with coaching — focused specifically on the kind of media encounters that government affairs professionals face.