Executive Certificate in Policy Communication

Programme Description

Effective communication about and of public policy is difficult in today’s information environment. All actors in the policy process can recognise this challenge. If you work in governance, you know that without clear communication of your policy’s objectives and instruments, the citizens, the media, and other stakeholders may misinterpret it. This opens the door to both compliance gaps and disinformation, which impact the results of the policy itself. Ineffective policy communication can easily lead to sub-optimal policy outcomes.

For those aiming to have an impact in public affairs through advocacy or policy-relevant research, effective communication is also essential. You might be one of these policy entrepreneurs, dealing with policymaking audiences whose attention spans are fickle. To cut through the noise, your communication efforts need to get the right message across at the right time, and to be substantiated with convincing evidence. Otherwise, your research and advocacy will not be picked up by the policymakers.

Even though high-quality research and evidence are a good starting point for communication on policy issues, they are often not enough. Effective policy communication means persuasively combining evidence and data with stories, emotion, and values in a narrative frame that makes sense to the audience. The language used should also reflect this by being not only concise and understandable, but also stimulating and actionable. To get there, policy communicators need to avoid the so-called knowledge trap and step in their audience’s shoes.

This second edition of our Executive Certificate in Policy Communication - now with a session dedicated to Generative AI and Policy Writing - will equip you with skills needed to make sure your policy communication is clear, evidence-based, story-driven, and strategic – and not just an after-thought of policymaking or research. From topics such as audience analysis, crisis communication, and the role of narratives in policy communication to key outputs such as policy briefs, position papers, op-eds, and videos, this course asks critical questions about effective policy communication in the era of polarisation, disinformation, and radical uncertainty.

Learning outcomes

By the end of this programme, the participants will be able to:

• design policy communication strategies;
• communicate in a more effective way with policymaking audiences;
• self-assess and improve their writing skills for policy;
• turn policy data and evidence into compelling stories;
• employ new models and checklists in their policy writing;
• structure policy briefs in a logical way;
• find effective and ethical ways to use generative AI in their policy writing process;
• write and pitch policy op-eds that stick;
• describe the key steps to an impactful policy speech, video, and media interview.

 

Learning method

The course is designed for an online audience, with a mix of synchronous and asynchronous learning activities including live online workshops, live online keynotes, pre-readings, and discussion boards. The participants can expect a hands-on approach, with plenty of space dedicated to practical exercises, live interaction, and engagement with real-world examples. Peer-to-peer learning and sharing of participants’ experiences with policy communication will be strongly encouraged throughout the course.

The participants will be enrolled to the EUI’s Virtual Learning Environment where they will be able to access the pre-readings, the discussion boards, and other relevant material. All live online sessions will be recorded and available for viewing on this platform.

Certification

There are two modes of participation and certification in this executive training:

• With ECTS credits (3) included: you will be expected to actively participate in all segments of the training including the discussion boards and to submit a final written assignment (policy brief or op-ed) to which you will get feedback from the instructor. Participants who register for this mode of participation will receive a 3-ECTS Certificate that details the activities and learning hours of the training.
• Without ECTS credits included: while all parts of the course will be open to you, the participation in the discussion boards will be optional and you will not have the opportunity to send a final written assignment (policy brief or op-ed) and receive feedback on it from the instructor. Participants who register for this mode of participation will receive a Certificate of Attendance signed by the STG Director.