Programme Description
This is the page of the 2024 edition of the Executive Certificate in Policy Communication. Discover the 2025 edition.
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 disinformation, 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 second edition of our Executive Certificate in Policy Communication - now with a session dedicated to Generative AI and Policy Writing - 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, and the role of narratives in policy communication 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.
Learning outcomes
By the end of this programme, the participants will 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 method
The course is designed for an online audience, with a mix of synchronous and asynchronous learning activities including live online workshops, live online keynotes, pre-readings, and discussion boards. The participants can expect a hands-on approach, with plenty of space dedicated to practical exercises, live interaction, and engagement with real-world examples. Peer-to-peer learning and sharing of participants’ experiences with policy communication will be strongly encouraged throughout the course.
The participants will be enrolled to the EUI’s Virtual Learning Environment where they will be able to access the pre-readings, the discussion boards, and other relevant material. All live online sessions will be recorded and available for viewing on this platform.
Certification
There are two modes of participation and certification in this executive training:
- With ECTS credits (3) included: you will be expected to actively participate in all segments of the training including the discussion boards and to submit a final written assignment (policy brief or op-ed) to which you will get feedback from the instructor. Participants who register for this mode of participation will receive a 3-ECTS Certificate that details the activities and learning hours of the training.
- Without ECTS credits included: while all parts of the course will be open to you, the participation in the discussion boards will be optional and you will not have the opportunity to send a final written assignment (policy brief or op-ed) and receive feedback on it from the instructor. Participants who register for this mode of participation will receive a Certificate of Attendance signed by the STG Director.
Information for applicants
The training will have live online sessions between 19 February 2024 and 11 March 2024, on Mondays and Thursdays (2-5 PM CET). Discussion boards with mini assignments will take place between the live online sessions. Participants will also be given a Workbook for Policy Communication, along with a curated list of readings for each week.
- Week 1: Policy communication essentials: Strategic communication; Narratives and storytelling in public policy; Government communications; Crisis communications;
- Week 2: Writing for policy: Effective policy briefs and position papers; Writing policy recommendations;
- Week 3: Policy in the media: Writing and pitching op-eds that stick; Speeches and videos in policy communication;
- Week 4: Tech and policy communication: Big data analytics and communication; Generative AI and policy writing;
- Week 5 & 6: Work on the final assignment: Only for participants pursuing the ECTS Certificate
Previous edition
This executive training builds on the successful first edition that took place in February-March 2023. This programme brought together 25 participants from organisations such as the United Nations Population Fund, the European Parliament, the European Investment Bank, Asian Development Bank, as well as several private sector companies. The participants wrote the following about 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!
Lead instructor
The Executive Certificate programme is designed and led by Dr. Jakov Bojovic, Research Fellow at the European University Institute and co-founder of the Centre for Policy Writing. A number of high-level policy professionals and experts from different sectors will join the programme as keynote speakers, engaging in live discussions with the participants.
Guest speakers
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![Portrait picture of Karine Badr]()
Karine Badr
Senior Policy Analyst
Open Government, Civic Space and Public Communication Unit, OECD
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![Portrait picture of Madeleine De Cock Buning]()
Madeleine De Cock Buning
Part-time Professor
Florence School of Transnational Governance
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![Portrait picture of Lisa Clare Ginsborg]()
Lisa Clare Ginsborg
Research Fellow
Florence School of Transnational Governance
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![Portrait picture of Maria Linkova-Nijs]()
Maria Linkova-Nijs
Executive Head of Policy and Strategy
ACEA (European Automobile Manufacturers' Association)
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![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
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![Portrait picture of Roeland Scholtalbers]()
Roeland Scholtalbers
EUI Communications Coordinator
Communications Service
Florence School of Transnational Governance
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![Portrait picture of Terry Szuplat]()
Terry Szuplat
Speechwriter for President Barack Obama
Global Voices Communications
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![Portrait picture of Filippo Teoldi]()
Filippo Teoldi
Interactive visual journalist
The Economist
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 18/12/2023 - 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.
Non-ECTS Fees
- Non-ECTS Certificate of Attendance (feedback not included) Fee: 1200 €
- Early bird – Non-ECTS Fee: 1080 € [ -10%]
- Affiliation price – Non-ECTS Fee: 1020 € [ -15%]
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
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![Portrait picture of Jakov Bojovic]()
Jakov Bojovic
Research Fellow
Florence School of Transnational Governance