Well thought out policies are not going to get the credit they deserve or the support they need for implementation from important stakeholders if they are not presented properly. The aim of this workshop is to give participants an introduction to the marketing of policies and programs to ensure they can be implemented effectively.
This workshop answers the three basic questions of marketing new policies and program initiatives:
What are the messages embodied in the policy that needs to be communicated and how do mixed messages undermine the policy intention?
Who needs to get those messages and what are the rules for effective targeting of the marketing effort?
How are the messages best communicated and why does the message content and the intended recipients dictate the techniques used?
This full day workshop will draw upon a wealth of practical examples from government, business and the community sector to illustrate the principles taught.
This workshop equips participants to:
Understand the relationships between policies and their marketing
Recognise the hidden messages implicit in policies and how to avoid them
Develop strategies for identifying and engaging the gatekeepers who can block or amplify the marketing messages
Select the most appropriate techniques to fit the message and the targets
Manage the various conflicting agendas that will try to include diverse and confusing messages during the marketing process
Maintain a clear focus on the essential messages to be communicated
Build their capacity to deliver and market programs that meet the expectations of policy originators and senior management
