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This subject examines the strategies and best practice used by political actors to communicate with a focus on political, public and government communication. Political advisers need the ability to influence and persuade, whether it’s presenting policy advice to Ministers and Secretaries, influencing a group in a meeting or building support with stakeholders.
Participants will be introduced to the key concepts and tools underpinning persuasion and learn how to influence, build rapport and trust. Topics covered include advanced media presentation and how news media cover politics, ‘spin’ and PR methods used by politicians to manage the media government communication and new media.
Intended learning outcomes
On completion of this subject, students should be able to:
- critically analyse the relationship between media and political processes;
- demonstrate an advanced understanding of how communication operates within and across various political, public and government contexts;
- analyse and critique different persuasive techniques and their influence on audiences;
- understand the key principles that underpin influence and develop effective strategies to building support
- appreciate the differences between power and influence and how these are exercised; and
A student who has successfully completed this subject will:
- be able to demonstrate proficiency in the application of analysis skills to empirical problems.
- be able to demonstrate competence in critical, creative and theoretical thinking through essay writing, seminar discussion and presentations, conceptualising theoretical problems, forming judgments and arguments from conflicting evidence, and by critical analysis.
- be able to demonstrate an advanced capacity for critical, analytical and independent thinking in both theoretical and practical contexts of debate and interaction.
- have the ability to demonstrate a high level of understanding of key communication issues in the industry.
Last updated: 9 July 2020