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 misinformation, 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 third edition of our Executive Certificate in Policy Communication 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, storytelling, the use of AI in policy writing, 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.
Download the EUI Executive Education catalogue and receive updates on executive training courses offered by the Florence School of Transnational Governance.
Learning outcomes
By the end of this programme, participants can expect to 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 methods
The course is designed for an online audience, with a mix of synchronous and asynchronous learning activities including pre-recorded video pills, live online sessions, pre-readings, and assignments with feedback. As a participant you can expect a hands-on approach, with plenty of space dedicated to practical exercises, live interaction, and engagement with real-world examples.
The training will take place between 17 February and 7 March 2025 (three weeks). The weekly programme structure is:
- Mondays: Pre-recorded video pills with a weekly mini assignment;
- Thursdays, 14:00-15:30 CET: Live online sessions with guest speakers;
- Fridays, 14:00-15:00 CET: Live online weekly wrap-up sessions.
Participants will be enrolled in the EUI’s Virtual Learning Environment where they will be able to access the pre-readings, assignments and other material including a course workbook. All live online sessions will be recorded and available for viewing on this platform.
Information for applicants
The programme will cover the following topics:
- Week 1: Policy communication essentials: Strategic communication; Narratives and storytelling in public policy; Government communications; Crisis communications;
- Week 2: Writing for policy: Five building blocks of policy writing; Effective policy briefs and position papers; Crafting your messaging and recommendations; Generative AI and policy writing;
- Week 3: Policy in the media: Writing and pitching op-eds that stick; Building a strong relationship with the media; Writing and delivering policy speeches; Multimedia policy communication;
- Week 4 and 5: Work on the final assignment: Participants write a policy brief or an op-ed on which they get individual feedback from the instructor.
Participants who complete all the necessary course assignments (at least 2 out of 3 weekly assignments and a final assignment) will receive a Certificate of Completion with ECTS credits (3) included. The ECTS credits can be used towards the EUI's Global Executive Master, or other Master's degrees, subject to the approval of the institution issuing the degree. Participants who do not complete the assignments but have regularly attended the course will receive a Certificate of Attendance.
Previous editions
This executive training builds on two previous editions that had participants from organisations such as the World Health Organisation, the UN, the European Parliament, the Council of the EU, POLITICO, the European Investment Bank, the Asian Development Bank, and many other private and public sector organisations. After the course, participants join a global alumni community of more than 100 policy communication professionals with exclusive content. Participants wrote the following about the previous editions of the course:
- What I liked most was the structure of the course and the thorough explanations provided by the instructor. Also, the alternation between having high-level guests from different backgrounds with the workshops centred on our skills was a plus.
- The opportunity to hear feedback regarding the policy product I presented was invaluable.
- The diversity in the class and the quality of the instructors stood out, making this an exceptional course!
Instructors
-
![Portrait picture of Georgios Papakonstantinou]()
Georgios Papakonstantinou
Full-time Professor
Florence School of Transnational Governance
Dean of Executive Education
Office of the Dean of Executive Education
-
![Portrait picture of Maria Linkova-Nijs]()
Maria Linkova-Nijs
Executive Head of Policy and Strategy
ACEA (European Automobile Manufacturers' Association)
-
![Portrait picture of Terry Szuplat]()
Terry Szuplat
Speechwriter for President Barack Obama
Global Voices Communications
Scientific Coordinator
-
![Portrait picture of Jakov Bojovic]()
Jakov Bojovic
Research Fellow
Florence School of Transnational Governance
Fees
Fee
1.400 €
Early bird and groups
1.260 € [ -10%]
Affiliation price
1.190 € [ -15%]
ETGN price
1.120 € [ -20%]
Early bird and groups
The early-bird discount (10%) is applicable for registrations by 1/11/2024 - 23:59 CET.
The same discount is applicable for groups (more than three people).
Affiliation price
The affiliation discount (15%) applies for NGO staff, national civil servants and EU officials (from EU institutions and bodies), international organisations, as well as EUI alumni, and former paying participants of STG courses.
ETGN price
The course is eligible for the ETGN Certificate with 20% discount over the total fee. Find out more.
We encourage early registrations for this course as places are given on a rolling basis.
More information about the cancellation policy applicable to this course.
Target Audience
- Government officials at all levels
- Employees of international organisations
- Public affairs professionals in business organisations
- Policy advocates from NGOs or interest groups
- Researchers within universities or think tanks
-
![Portrait picture of Camilla Molesti]()
Camilla Molesti
Project Associate
Florence School of Transnational Governance
Application deadline:
31/01/2025 - 23:59CET