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We’ll run this course next when we have 8 interested participants.

Communicate to Persuade

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This course is worth up to 15 CPD points This course is worth up to 15 CPD points

This online policy communications training course prepares you for a world where commentary and opinion are as valid as news, and human experience and emotion have become as valid as fact.

Communicate to persuade

What will I learn?

On completing this online policy communications course, you’ll know why persuasion is important in policy communications, and how to deploy persuasive techniques in your day-to-day role as a policy or research communications expert.

We’ve developed this course with experts and communicators in think tanks, NGOs, political institutions and university research centres. It draws on our experience of helping them solve communications challenges, including those specific to the worlds of research, policy, and public affairs.

There are five modules in this course:

  1. How to communicate when the best argument doesn’t always win
  2. Get to know your audiences and frame your policy ideas and messages
  3. How to communicate expertise and build trust
  4. How connecting to the bigger picture helps us persuade

Online training on policy communications

Starts: TBDEnds: TBD
Commitment: 2 hours per weekDuration: 5 weeks
Price: £350 GBP (+VAT)Study Mode: Tutor-guided, online learning

A module is opened each week on a Wednesday, including the study content and a homework exercise, to be completed at your own pace. There are three live sessions, run via Google Meets, normally in weeks 1, 3 and 5.

Future courses: We run this online policy communications course when we have 8 participants signed up. This is to ensure you get as much value from the course by co-learning with others, and drawing on their group’s experiences as much as the course content. Once we have a full cohort, we will schedule the dates of the course at least a month in advance so you have time to plan around work. You can express your interest in future {COMMUNICATE TO PERSUADE COHORTS HERE}.

Why take this policy communications course?

You should take this course if you want to learn how to:

  1. Deploy the three modes of rhetorical persuasion
  2. Frame your messages based on audience insight
  3. Cultivate your storytelling skills

By joining ‘Communicate to persuade’, you will be able to access The Craft, a global community of policy communicators, where you can share ideas or challenges you are facing with others to get their insight and thoughts.

Your instructor

Josh Eyre

Josh Eyre is a strategic communication specialist with over 10 years of experience helping businesses and civil society organisations accelerate social impact. Beyond communications, he has led research projects on social innovation for the London School of Economics and the Innovation Growth Lab, based at Nesta.

In 9 years at MullenLowe salt, Josh was focused on teaching corporates how to speak the language of public policy, and creating thought-leadership and advocacy strategies.

Josh has advised Unilever and many of its brands, along with Novartis, DFID, USAID, Unicef, WaterAid, Mondelēz International, the World Steel Association, Economy, Kimberly-Clark and LIXIL Corporation.

Hear from previous Cast From Clay students

This course was interesting – and useful: I have already begun deploying the ideas.

Katherine Walla Associate director of 

editorial, Atlantic Council

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