Online Policy Communications Training Course – Communicate To Persuade

What will I learn?

On completing this 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 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.

Online Training on Policy Communications

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 messages
  3. The essential skill you need to tell compelling stories
  4. How to communicate expertise and build trust
  5. How connecting to the bigger picture helps us persuade


Cohort information

Starts: TBC
Ends: TBC
Duration: 5 weeks

Commitment: 2 hours per week
Price: $450 USD (+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, through the course:

  • Course kick-off call: TBC
  • Live session for discussion + guest speaker: TBC
  • Graduation / course wrap-up: TBC

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

    Photograph of Josh Eyre, Senior Adviser at Cast from Clay.Josh Eyre is a strategic comms 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.

    “Josh is lovely. A great host who pretty seamlessly creates a welcoming and inclusive atmosphere. The course was really well-delivered with really useful content, so I’m very pleased to have taken it.”
    Daniel Woolf, head of policy and government relations, Enterprise Nation

    “This course was very interesting and useful…I have already begun deploying some of the ideas.”

    Katherine Walla, associate director of editorial at the Atlantic Council