Public Relations

Advocacy and Policy Communication

Advocacy communication aims to influence policy and public opinion on important issues. This course covers advocacy strategy, policy analysis for communicators, framing issues, evidence and storytelling, coalition building, engaging decision makers and media, digital advocacy and evaluating advocacy outcomes.

5 days Classroom or live online English

Smart Horizon Certified - Global Leadership Consultants

Take the course details with you.

Download the full standard outline: why attend, methodology, objectives, audience, competencies, the daily outline and current plans.

Download course PDF

Why attend

From knowledge to real-world impact.

Policy change requires persuasive, persistent communication. You will learn to plan and run effective advocacy.

Workplace challenges

Professional Problems This Course Is Designed to Solve

The programme explores practical approaches to the following challenges. Results depend on how the learning is applied in your organisation.

Difficulty translating subject knowledge into practical workplace decisions.
Inconsistent approaches to the activities covered in the course outline.
Lack of a structured plan for applying and reviewing new skills.

Course methodology

How you will learn.

Advocacy planning workshops, framing exercises, policy brief writing and case studies.

Course objectives

What you'll take away.

By the end of this course, participants will be able to:

Develop an advocacy strategy
Analyse policy for communication
Frame issues persuasively
Combine evidence with storytelling
Build coalitions and engage decision makers
Evaluate advocacy outcomes

Target audience

Who should attend.

This course is suitable for:

Advocacy and campaign officers
Public affairs professionals
NGO communication staff
Policy advisors
Association managers

Target competencies

Capabilities you will build.

Participants will develop competencies in:

Advocacy strategy
Policy analysis
Framing
Coalition building
Evaluation

Course outline

Your learning journey.

A focused, practical outline with time to explore, apply and reflect.

Day 1Advocacy Foundations

09:00–10:08What advocacy is
10:08–11:00Theory of change
11:00–11:30Coffee break
11:30–11:45Theory of change (continued)
11:45–12:53Case studies
12:53–14:00Exercise

Day 2Policy and Framing

09:00–10:08Policy analysis
10:08–11:00Framing
11:00–11:30Coffee break
11:30–11:45Framing (continued)
11:45–12:53Messages
12:53–14:00Workshop

Day 3Evidence and Stories

09:00–10:08Evidence
10:08–11:00Human stories
11:00–11:30Coffee break
11:30–11:45Human stories (continued)
11:45–12:53Policy briefs
12:53–14:00Writing practice

Day 4Coalitions and Targets

09:00–10:08Coalitions
10:08–11:00Decision makers
11:00–11:30Coffee break
11:30–11:45Decision makers (continued)
11:45–12:53Media
12:53–14:00Exercise

Day 5Digital and Evaluation

09:00–10:08Digital advocacy
10:08–11:00Evaluation
11:00–11:30Coffee break
11:30–11:45Evaluation (continued)
11:45–12:53Sustaining momentum
12:53–14:00Action plan

The timings provided are estimates and may vary depending on the number of participants and the discussions taking place during the sessions. They are indicative only and do not constitute a binding commitment.

Dates & venues

Find a session that works for you.

Confirmed dates accept registration requests. Tentative dates are enquiry only.

Good to know

A few things to know.

How is the course delivered?

Our classroom programmes combine facilitated discussion, case studies, exercises and reflection. The precise format will be confirmed before enrolment.

Can you deliver this programme for our team?

Yes, you can enquire about a tailored programme. Share your goals, group size and preferred dates with our learning team.

Will I receive a certificate?

Participants who complete the programme receive a Smart Horizon UK certificate of attendance. Smart Horizon UK programmes are not externally accredited and do not award a professional qualification, licence or designation. Where a course title or outline refers to a professional certification (for example, AACE International's Certified Cost Professional), the programme supports learning and preparation only; the credential itself is awarded solely by the relevant professional body under its own application and examination requirements.

What should I confirm before booking travel?

Please confirm the session, exact venue, accessibility arrangements, fees and any visa requirements with the team before arranging travel. Tentative dates are not confirmed sessions.

Keep exploring

Your next horizon awaits.

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The full course agenda and dates are available above. Use the session links in Dates & venues to choose a session. Registration and quotation forms require JavaScript; you can also contact our learning team directly.