Government Relations and Public Affairs

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Venue Starting Date Duration Fees Join Now
London - UK , 20240729 29 - Jul - 2024 5 - Day $5,950 Register
Online - Virtual , 20240813 13 - Aug - 2024 2 Hrs X 8 Sessions $2,100 Register
Lisbon - Portugal , 20240930 30 - Sep - 2024 5 - Day $5,950 Register
Dubai - UAE , 20241118 18 - Nov - 2024 5 - Day $4,950 Register


Government relations and public affairs are the types of public relations that deal with how an organization interacts with government, with governmental regulators, the legislative and regulatory arms of government. Government relations is the branch of public relations that helps an organization communicate with governmental publics. Public affairs is the type of public relations that helps an organization interact with the government, legislators, interest groups and the media. These two functions often overlap, but government relations is often a more organization-to-government type of communication in which regulatory issues are discussed, communication directed to governmental representatives takes place, lobbying efforts directed at educating legislators are initiated and so on.


Participants attending the programme will:

  • Identify why government relations and public affairs are important and what value they can create for an organization
  • Understand and analyse the components of a public affairs strategy
  • Use stakeholder analysis and evaluation tools
  • Produce a situation analysis
  • Map out the power structures that determine your organization’s prospects
  • Identify how, where and when to engage in the policy and legislative process
  • Develop an issues and stakeholder management plan for public affairs
  • Use stakeholder analysis and evaluation tools
  • Master and execute the main public affairs and lobbying techniques


This course is designed for those with existing knowledge and several years of experience in PR, marketing or communication. Learning is pitched at a level to help you develop strategic approaches and apply sophisticated techniques. This course is recommended for anyone tasked with managing or overseeing the creation of a lobbying or PA strategy, whether directly or having hired a consultancy.


The programme is highly interactive and practical. There will be work in groups and pairs as well as individual exercises and everyone will get an opportunity to discuss and practice. Each day will end with time to produce an action plan for delegates’ continuing development and application back in the workplace.

Pre and Post-course assessments will be used to measure the effectiveness of this training and the pre and post skill and ability of participants.


Module 1: Understanding the Principles of Government Relations & Public Affairs

  • KeyTopics:

    • The founding concepts and best practices that underpin effective public affairs
    • Understanding the origins of public affairs and government relations
    • What public affairs and government relations can achieve
    • Introducing public affairs and government relations activities
    • Evaluating the threats and opportunities of acting and not acting

Module 2: Creating a Government Relations and Public Affairs Strategy

  • KeyTopics:

    • A practical step-by-step approach to designing a lobbying strategy for any organisation
    • Learning the components of a public affairs and government relations strategy
    • Identifying objectives and goals, stakeholders and key messages
    • Measuring success

Module 3: Stakeholder Analysis & Management in Public Affairs

  • KeyTopics:

    • How to shape and adapt government relations activities according to the needs and expectations of stakeholder audiences
    • Identifying, categorising and evaluating stakeholders
    • Understanding what and how they think
    • Identifying and researching political targets
    • Mapping relationships with your stakeholders

Module 4: Understanding & Mapping your Public Affairs and Political Landscape

  • KeyTopics:

    • How to extract insights from a big-picture view of the government and policy environment
    • Understanding government influences on the policy agenda
    • Evaluating sources of available intelligence
    • Understanding the policy development cycle

Module 5: The Challenge of Governance on Public Policy & Affairs Implementation

  • KeyTopics:

    • Social diversity’s impact on public policy and affairs governance and features today
    • Keeping pace with social change – recent trends
    • Aligning governance frameworks with government relations structures and public affairs
    • Public policy, governance and administration interplay
    • Ensuring social impact – practical tools and tips

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