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Course introduction

UoC Public Affairs Management and Practice

This practical short course, accredited by the University of Chester (UoC) will show you how public affairs works and the essential role it has in helping organisations to achieve their objectives.

Understand the environment in which your organisation operates, and the factors and forces that may shape public affairs issues. Learn how to analyse public affairs issues. Discover how to plan, implement and evaluate public affairs strategies/campaigns. Get to grips with lobbying tools, techniques, best practice and ethics.

This course is delivered through a series of webinars, plus online discussion and activities. You will be encouraged to draw on your own practice and to use what you learn on the course at work, building your confidence and benefiting your clients and employers.

Complete this course successfully and you will receive credits towards the UoC Postgraduate Certificate in Corporate Communication. Find out more.

    27 March 2017
    Four months
  • LEVEL:
    Taught at degree level
    Online via a series
    of webinars

Course Introduction

  • Understanding the role and scope of corporate public affairs functions – exploring the broader corporate and traditional ‘government relation’ view of public affairs
  • Understanding the environmental/contextual factors and forces that may shape public affairs problems/issues
  • The planning, implementation and evaluation of public affairs strategies and campaigns – the essential elements of public affairs management
  • Analysing and managing stakeholder relationships – specifically the ‘government, business, citizen’ tripartite relationship
  • Understanding the issues management function at the heart of public affairs work
  • The range of corporate public affairs tools and communication techniques available to practitioners
  • The role of public affairs in monitoring, influencing and shaping government/regulatory policies
  • Lobbying practices, and the related codes of practice and ethics for lobbyists
  • Measuring and evaluating the impact of the corporate public affairs function and its contribution to organisational goal attainment

Right for you?

This course is right for you if…

You are working in corporate communications and public affairs and wish to develop a deeper understanding of the role and management of contemporary corporate public affairs in a variety of organisational contexts.

The course is also suitable for those who currently have little or no direct professional involvement in public affairs work, but who wish to know more about the role of public affairs in supporting organisations to achieve their objectives.

Boost your confidence in the workplace with this practical PR Academy course – newly accredited by the University of Chester.

If you aren’t sure whether this course is right for you, get in touch by calling +44 (0)1622 684766 or emailing

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