Specialist Public Sector Communications Course


Date:                    Monday 27 February – Friday 03 March 2017

Price:                    $950 per participant


Public sector communication is in a class of its own. It’s not like corporate, financial or retail public relations, and it’s not marketing. We are not trying to get people to spend money or buy anything; we are trying promote government’s presence, objectives, and achievements.

This course will teach you how to do exactly that.

In this five-day course, you will learn how to galvanize “perception momentum” for your institution; how to create, design, and distribute engaging public sector content; how to reach your audiences; and how to make sure your audience acts upon your message in the way you intend.

These are all part of a six-stage communication process – think, plan, create, design, distribute, evaluate – designed to shape the plans and actions that help your institution connect with its audience.

Using a combination of group discussion, case studies, role play, and exercises, the course will leave you with practical skills and strategies that you can use immediately in your work.

  • How to analyse your audience, develop key messages and a compelling core narrative.
  • How to craft a communications strategy.
  • How to create a media plan with original content.
  • How to develop creative design and campaign themes.
  • How to effectively navigate press conferences and prepare for media interviews.
  • How to write a powerful media release.
  • How to utilise digital media (both websites and social media).
  • How to monitor and analyse media content.

This course is for public sector and government communicators throughout IGAD and East Africa; ministry, parastatal and county government communication staff; communication staffers within international institutions (the United Nations, African Union, European Union and international embassies).

The course will be led by Richard Bailey, a strategic communications and media consultant with twenty years of experience in political, governmental, judicial, security and diplomatic roles, working with the UK Government, United Nations, the European Union, and the African Union. Known for his depth of knowledge and his energetic style, Richard has advised governments across North and East Africa for the past six years. There will be additional prominent guest speakers each day.

For just $950, this interactive, hands-on, four day course is designed to leave you with skills that you can immediately apply to your work. A practical assessment on the course’s final day will ensure that you’ve absorbed the week’s learnings. At the end of the course, you will be awarded a Certificate of Completion.


Aga Khan University Graduate School of Media and Communications, 9 West, 7th Floor, Mkungu Cl, Nairobi, Kenya
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