COMMUNICATIONS FOR PUBLIC POLICY DELIVERY 2014

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1 COMMUNICATIONS FOR PUBLIC POLICY DELIVERY September - 3 October 2014

2 If you talk to a man in a language he understands, that goes to his head. If you talk to him in his language, that goes to his heart. Nelson Mandela Effective public policy delivery relies on effective communications. Whether recruiting and motivating public sector staff, moving public services online, or persuading citizens to make healthy choices, governments need to understand and engage citizens. Marketing and communications are therefore essential tools for policy implementation. Implementing these tools requires policymakers to understand why people behave the way they do and how best to shape messaging to influence audiences, drawing on insights from behavioral psychology and other disciplines. It also requires a nuanced understanding of the changing media landscape as well as the latest in digital technology. The Lee Kuan Yew School of Public Policy is pleased to partner with WPP to deliver a course on Communications for Public Policy Delivery (CPP), drawing on WPP s work with over 60 governments worldwide, and the government communications experience of LKY School s faculty. The course provides participants with conceptual foundations and practical knowledge in communicating policies effectively to the public in a Singapore context. KEY INFORMATION Date & Duration 30 September 3 October 2014 (4 days) Venue Lee Kuan Yew School of Public Policy, National University of Singapore (Bukit Timah Campus) Programme Fees* S$ 2, % GST Deadline for Applications 29 August 2014 *Fee is inclusive of lunch, refreshments and learning support materials

3 TARGET AUDIENCE PROGRAMME OBJECTIVES PROGRAMME FOCUS The programme is designed for all government officials with responsibilities for developing or implementing public policy, particularly for citizen engagement and/or behaviour change. It is also relevant to mid- to seniorlevel government communicators (Assistant Directors, Deputy Directors and Directors) who wish to deepen their understanding and skills in strategic communications to deliver effective policy outcomes. This programme will help participants to: Appreciate the role of communications in the successful delivery of public policy Understand the role of qualitative and quantitative insights in forming communications strategy Understand the cycle of communications strategy, planning, execution and evaluation Explore how technology and digital media are changing the context and tools of government communications Understand the unique role and nature of communications in Singapore s public policy context The course will cover both conceptual as well as practical knowledge in communicating public policy, including the following topics: Communications in public policy from a Singapore perspective Behavioural approaches to communications Research and testing to shape communication Building and delivering a communications strategy Understanding media relations Evaluating and managing risk in government communications Beyond classroom learning, participants will also have a chance to experience the working culture of a marketing/communications agency in a Live Challenge, putting together a team pitch on a hypothetical communications challenge for the Singapore government. Participants will also learn the different functions of key marketing disciplines: Market/social research Media planning and buying Advertising creative Digital and direct marketing Public relations and public affairs

4 The course will be delivered through highly interactive seminars as well as hands on experience in a creative agency. Facilitators will be experienced LKY School faculty as well as senior executives from WPP. Prof. Kenneth Paul Tan Singapore politics, society and culture; governance; the creative economy, the culture industry and the neoliberal global city; democracy and civil society; and multiculturalism Dr. Michelle Harrison Strategic communications; public policy development and delivery; public service improvement; communications evaluation; public opinion and social trends Mr. Donald Low Inequality and social spending; behavioural economics; economics and public policy; public finance; and governance and politics in Singapore Desiree Lopez Social research, development research; behaviour change; behavioural insights; qualitative methods; ethnography; evaluation Mano Sabnani Mass media, financial sector advisory and communications Marco Rimini Communications strategy; communications and channel planning; media buying; digital and social media Lee Kuan Yew School of Public Policy National University of Singapore 469C Bukit Timah Road Singapore

5 APPLICATION FORM COMMUNICATIONS FOR PUBLIC POLICY DELIVERY (CPP) 2014 All fields are compulsory Deadline of Application: 29 August PARTICIPANT DETAILS (Mr/Mrs/Miss/Dr/Others*) First Name Job Title & Department Address of Organisation Years of Relevant Experience Last Name Organisation Nationality Address Office Number Mobile Number Dietary Restriction (if any) Main Reason for Joining Programme *Delete where applicable 2. PAYMENT DETAILS Course Fees*: S$2, % GST Mode of Payment: Sponsored by own organisation Sponsored by other organisation Sponsored by self Payment Contact: First Name Job Title & Department Last Name Organisation Office Number Address *Fee is inclusive of lunch, refreshments and learning support materials Please indicate below if and how you wish to be contacted about programmes and exclusive events from LKY School in the future Phone Number Mobile Number Post No, I do not wish to be contacted 3. CANCELLATION POLICY Once confirmed, should the participant cancel four (4) weeks before the programme, the LKY School will charge the participant or the sponsoring organisation a cancellation fee equivalent to 50% of the course fee. LKY School reserves the right to postpone or cancel the programme by giving at least 14 days notice. I have read the cancellation policy and accept its terms Signature: Date: NOTE: To apply, please complete the Application Form and submit together with your (i) CV/resume and a (ii) passport-size photo, by one the methods below. All applications must be received before the application deadline. Applications are subject to review and acceptance by the LKY School. LKY School will use the above information to contact you regarding the programme. We will not share any of your personal information without your written consent. Post: Lee Kuan Yew School of Public Policy National University of Singapore Executive Education Department 469C Bukit Timah Road, Singapore Attention: Communications for Public Policy Delivery 2014

6 ABOUT LEE KUAN YEW SCHOOL OF PUBLIC POLICY The LKY School is an autonomous, professional graduate school of the National University of Singapore. Our mission is to educate and train policy-makers and leaders, with the objective of raising the standards of governance throughout our region, improving the lives of its people and, in so doing, contributing to the transformation of Asia and beyond. LKY School also offers high quality customised Executive Programmes that cater to the needs of time-constrained senior managers and professionals, with the aim of delivering creative solutions to real management and leadership challenges. For more information, visit ABOUT WPP WPP is the world leader in marketing communications services, with 175,000 employees in 110 countries. WPP includes leading companies in advertising, media investment, social and market research, public relations and public affairs, branding and design, direct and digital marketing and field marketing. WPP helps governments to achieve their public missions by communicating effectively. The Government & Public Sector Practice brings together WPP s best thinking and expertise for policymakers and communicators in national and local government, public institutions and international organizations. WPP works in partnership with leading global Schools of Public Policy to train government leaders to be effective commissioners of communications. For more information, visit

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