Effective Communications in the Public Sector

Course Overview

In formulating, implementing and evaluating policies, government officials interact regularly with policy makers, media, people from other government or non-government agencies, and the general public. Policy communication plays a key role in all stages in the policy process, and effectiveness in policy communication can have significant impact on the outcomes of policy interventions. This course provides participants with a deep understanding of not only why people involved in policy process behave the way they do, but also how governments can improve their performance through effective communication. It will pay particular attention to challenges and opportunities brought about by digital technology.

Program Objectives

This program will help participants to:

• Make sense of the current complexities in policy communication

• Understand the changing media landscape and complex political realities of the public policy work in HK.

• Engage diverse stakeholders with different needs effectively.

• Navigate key moral and ethical dilemmas of being a public official in an age with contested values

• Understand data analytics/statistics and commission key pieces of communications/research to help in communicating difficult or controversial policies. 

Program Focus

The course will cover both conceptual as well as practical knowledge in communicating public policy, including the following topics:

• Effective Communication and Social Changes in Hong Kong

• Behavioral Changes and Communication in Public Sector

• Effective Media Strategies for Public Sector Organizations

• Media, Messaging, and the Role of Emotions in Policy Communication

• Communication for Public Policy: Experience in Singapore Government

• Crisis Communication

• Effective Communication through Statistical Analysis

• Effective Advocacy and Stakeholder Engagement