Effective public policy delivery relies on effective communications. Whether recruiting and motivating public sector staff, moving public services online, or persuading citizens to make healthy choices, governments need to understand and engage citizens. Marketing and communications are therefore essential tools for policy implementation. Implementing these tools requires policymakers to understand why people behave the way they do and how best to shape messaging to influence audiences, drawing on insights from behavioral psychology and other disciplines. It also requires a nuanced understanding of the changing media landscape as well as the latest in digital technology.
WPP partners with the Lee Kuan Yew School of Public Policy to provide an executive education programme on (CPP), drawing on WPP’s work with over 80 governments worldwide, as well as the government communication experience of the Lee Kuan Yew School’s faculty. The course provides participants with conceptual foundations as well as practical knowledge in communicating policies effectively to the public in an Asian context.
The programme is designed for all government officials with responsibilities for developing or implementing public policy, particularly for citizen engagement and/or behaviour change. It is also relevant to mid- to senior-level government communicators who wish to deepen their understanding and skills in strategic communications to deliver effective policy outcomes.