Public Affairs: Practical Skills for Communicators

Course Modules

Module 1: The Basics of the Public Affairs Role and Identifying Your Knowledge Gaps

Wednesday, March 5, 3-4:30 p.m. ET

Fables: As you enter a public affairs role, you may not know what you don’t know.

We will explore what you already know as communications professionals and how this may not completely prepare you for a government public affairs role. In this module, we will identify specific gaps in your knowledge and skill sets, setting the stage for the next five learning modules.

Topics covered include:

• What a public affairs professional does and how to work in a variety of settings.
• Defining your role and the contacts, partnerships and relationships you need to succeed.
• The difference between public affairs and public information
• Working for elected or appointed officials.
• How communications differ in a public versus a private sector setting.
• Budgeting, reporting and knowing what your lane is as a communicator.
• Familiarizing yourself with the existence of state and federal laws that impact your communications.
• What team? You ARE the comms team. Learning to produce the deliverables without multiple specialized team members to rely on.

Module 2: Managing the Media Environment in Public Affairs and Government

Wednesday, March 12, 3-4:30 p.m. ET

Fables: Dealing with the media in government — are they friend or foe? What you think you know versus facts about the media and government.

Your experiences in media relations will differ, and you should be prepared to address how you or your leaders view the media. This module will introduce you to media relations as public affairs communicators, and the best ways to successfully work with the media and your leadership to deliver necessary messages to your constituents.

Topics covered include:

• The fables and facts about media and the government.
• The private sector’s view and relationship with media versus the government’s view.
• Everything you need to know about the Freedom of Information Act (FoIA) and how it impacts your work.
• Transparency versus security/confidentiality.
• Identifying your Subject Matter Experts (SME) and determining their trustworthiness and accuracy.
• Building positive relationships with reporters.
• Media training and helping your leadership become comfortable talking to the press.
• Managing mis-, dis- and malinformation.

Module 3: Crisis Management and Preparing for Success

Wednesday, March 19, 3-4:30 p.m. ET

Facts: Don’t wait for a crisis to prepare for it. Be ready. Have a plan.

You may find that the crises in a public affairs setting differ from those typically encountered in the private sector. In this module you will be introduced to the various types of crises and their similarities and differences. Additionally, the learning objectives will include becoming familiar with drafting a crisis communication plan.

Topics covered include:

• Introducing the different types of crises.
• Building relationships BEFORE a crisis occurs.
• Defining your team, preparing your team, equipping your team.
• Crisis messaging — who has the lead? In government, there is a definite hierarchy and approval process for crisis communications.
• Your department/communications team continuity of operations plan (COOP).
• Crisis communication planning — templates, prior approvals, practice and training.
• Preparing a GO BAG.

Module 4: Digital Media: Navigating Its Benefits and Pitfalls

Wednesday, March 26, 3-4:30 p.m. ET

Fables and facts: Digital media can be both beneficial or problematic. Learn how to vanquish the trolls and navigate the minefields to successful use and response.

The digital media landscape offers many opportunities but also presents a minefield of pitfalls for the public affairs communicator. In this module, we will evaluate the different digital media options available (web, social media, etc.), explore opportunities to engage with your constituents and learn how to manage your platforms and gather data.

Topics covered include:

• Introducing various digital media options.
• Taking a look at the tools and resources to help manage social media.
• Managing the trolls.
• Digital equity and accessibility.
• Artificial intelligence (AI) tools and how these are used, or not, in government settings.
• Capturing analytics and using them to improve your communication with your audience.

Module 5: AI in Public Affairs — Friend or Foe?

Wednesday, April 2, 3-4:30 p.m. ET

Fables and facts: The mysteries and concerns surrounding artificial intelligence. What is it, what is it not and how does this impact a public affairs communicator?

Artificial intelligence (AI) is the topic of the moment. It offers enticing opportunities and the fear of security breaches or ethical dilemmas for government agencies. In this module, you will learn more about the fables surrounding AI and the facts about its uses and risks. Learn what is and is not permissible across multiple levels of government, and how your understanding of AI can prepare you to use it or avoid it to communicate successfully for your agencies.

Topics covered include:

• The actual definition of AI.
• How AI is currently being used in the private sector.
• How AI is or is not being used in the government sector.
• Opportunity and efficiency versus privacy and security.
• The risks that keep us up at night.
• Pros/cons and all the gray areas in between.
• The legal ramifications of AI.
• The future of AI in government settings.

Module 6: Developing a Strategic Plan To Support and Communicate Your Success

Wednesday, April 9, 3-4:30 p.m. ET

Future: How to develop a strategic plan and organize the communications future of your organization and your career in public affairs.

Every successful project starts with a good plan. In this final module, you will apply your knowledge to creating a strategic communications plan. You will have templates, terms and methods to create your plans. As a final wrap-up, this module will cover planning your future in public affairs and empowering yourself to prepare for opportunities or the unexpected. Coaches, colleagues and mentors will play an important role for public affairs professionals. Know how to network and engage with these important people at every career level and find professional development and growth opportunities.

Topics covered include:

• Creating a strategic communications plan.
• What can be measured and how to capture analytics.
• How to use analytics to demonstrate ROI or adjust your communication approach.
• The value of coaches, mentors and professional colleagues and where to find them.
• Preparing for future success: training, professional development, credentialing, ethics, etc.
• Organizations and resources to engage with including the PRSA Public Affairs and Government Section.