About the workshop
Governments cannot make or implement policies effectively without communicating them, through traditional news media and social media. Rapid changes in the media landscape and marketplace make communication ever more challenging, for ministers, their advisers and officials as well as for professional communicators. There was a time when governments could provide one message for their domestic audience and another for the global audience, but now social media has blurred these boundaries and communication is far more complex due to the huge number of interconnected global networks, not to mention agitation by fake news trolls, including some state sponsored actors. This workshop will help you tackle these challenges by discussing the strategic basis of good communication and how the UK Government in particular seeks to apply it both to digital and more traditional media. It includes visits to major international news organisations (e.g. the BBC World Service and Reuters) and discussions with senior journalists, government communicators and experts in social media and stakeholder analysis.
What the workshop will cover
The workshop will review:
• Traditional and social media, including digital broadcasting
• Government priorities in managing public communication and the political dimension of dealing with diverse public interests.
• News media priorities, public interest and freedom of information
• The role of public relations and marketing professionals in media management and positive image promotion.
How participants will benefit
The workshop will:
• Develop your knowledge of how government and other public organisations use communications to help devise and deliver effective policies
• Help you to learn from the experience of UK Government communicators and of leading journalists and editors
• Encourage you to consider ways of using a range of media to widen access to public information and reach fragmented audiences
• Raise your awareness of how to handle public communication and apply strategic communication techniques to improve the image of your government.