CIPR Specialist Diploma – Public Affairs

Aims of the module

Successful candidates will be able to:

Module structure

1 Apply key concepts in public affairs including:

• Typologies of political and democratic systems and government structures;
•  Approaches to policy formation and decision making within these systems;
• Researching key political institutions and actors;
• Analysis and mapping of linkages between political stakeholders and their influences;
• Policymaking processes;
• Interactions between political stakeholders;
• Recent developments in public affairs including the rise of populism and the increasing
  influence of social media;
• The employment of, and differences between, methods of political science research (including content analysis, policy analysis, (quasi) experimental methods, polling and surveys, interviews and focus groups).

2 Discuss the contribution of the professional practitioner in strategic planning including:

• Policy development and strategic planning processes within organisations, including the role of the public affairs/political communications function;
• Linking organisational strategy to public affairs work through reputation and issues
  management;
• How to conduct a situational and risk analysis to inform policy development and strategic planning (incorporating issues management, political influence, stakeholder engagement, crisis scenarios, and social responsibility).

3 Critically evaluate public affairs issues and campaign management including:

• How to deploy direct and indirect approaches in relationship building and political
  communications, including online options;
• Campaigning; issues; tactics; mediated communicative activities (traditional and digital) and agenda-setting; campaigning as public affairs work (aims, tactics, channels, research and evaluation);
• The importance of psychology, including credibility and personality, in political communications, and contrasting rhetorical approaches;
• How to identify and evaluate appropriate channels for communicating policies and positions, including traditional media and social media;
• How to operate ethically in the political environment to enhance organisational reputation,
  minimise risk and secure or maintain policy change or resourcing