Challenges facing your organisation

Is your organisation looking to create responsive public policies and improve its service delivery? Are you responsible for improving the efficiency of communication within your organisation and motivating teams to more effective effort through improved communication?

The UK Government continues to press for a modern and innovative civil service. This programme considers the various ways in which communication skills and techniques can help Government be more effective in providing public services.

Benefits of attending to you and your organisation
You will be able to:

• Produce better planned and thought through communication
  strategies based on a clear understanding of the needs of those
  affected by your policies and actions
• Create positive and purposeful relations with the media
• Manage crises decisively and seek creative strategies for addressing
  difficulties
• Make recommendations to involve the public in the improvement of
  the service provision
• Produce persuasive and constructive proposals to improve service
  delivery
• Improve the focus on team and organisation service objectives,
  including professional and information management.

Programme aim
This programme aims to improve public policy making and service delivery for senior managers and policy makers, by raising awareness of the vital role that communication plays from the beginning as an integral part of the policy making process.

The programme will give you a clear view of your department’s positional strengths in communication, and its opportunities for innovation and improvement. You will be shown the importance of the communication technique and how best to use these techniques to encourage information flow through the organisation and to the public.

How to develop, implement and evaluate a well-rounded communication strategy in support of policy covering the whole
communication spectrum.

What you will learn

• External Communication – the Media and the Public
• Communicating with the public through the media using a variety of techniques including news releases, giving interviews for radio and
  television, briefing, press conferences etc
• Alternative methods of communicating with the public including speeches, exhibitions, seminars, conferences, and the internet etc
• Giving interviews for radio or television
• Government initiatives - the Citizen’s Charter Charter marks and ISO.
• External Communication – the Media and the Public
• Electronic information gathering
• 24-hour public services
• Joined-up Government
• Delivering Government electronically.

Internal Communication

• Using new technology
• Internal publications
• Cascading briefing meetings.

Communication for Management and Policy Development

• Methods and patterns of communications
• Information management
• Storing and retrieving data (including relational databases)
• Publishing by email
• The impact of culture
• Presenting information persuasively and informatively
• Briefing of ministers and senior officials
• Interpersonal communications.
• Planning the Future
• Development of an action plan.