Strategic Advocacy for public media
Programme for executives developed in partnership with IESE Business School
As the entire media environment has undergone dramatic disruption in just the last few years, the role and value of public service media (PSM) has come under the microscope. Since PSM derives most, if not all, of its funding from public sources allocated by politicians, there is an urgent need to strengthen the ability to influence civil society to sustain and grow PSM.
This Strategic Advocacy programme is designed to equip EBU Members to better campaign in their respective countries. World-class faculty from IESE and Harvard will help participants further develop and implement their analytical strategy and learn concrete techniques for influencing policy.
The programme will use a combination of conversation-based teaching methods to introduce key concepts, and hands-on workshops to craft action plans. By the end of the programme, participants will be armed and ready to advocate for PSM.
The course covers three main topics:
- Strategy: what is the situation?
- Lobbying: where is the pathway?
- Communication: what is the story?
Who it's for
Directors and executives in charge of:
- communication
- strategy
- marketing
Course objectives
- Understand and meet the challenges facing PSM today – global players, dramatic consumption changes, lack of trust for institutions
- Analyse stakeholders’ views, ideas and criticisms (political parties, civil society, industry, audience, etc.) and be able to use this knowledge to devise new attitudes and strategies
- Help PSM define a clear message about their existence and role
- Equip senior PSM leaders with the tools and frameworks of Strategic Advocacy to enable them to communicate their value proposition effectively.
Timings
Day 1: from 08.00 to 18.00
Day 2: from 08.00 to 18.00
Day 3: from 08.00 to 17.00
Content outline
- Enhancing capacity to make a strategic analysis in order to identify PSM strengths
- Pathways of influence: to think creatively about all the stakeholders in the environment and the interplay between politicians and consumers
- Crafting the appropriate message: What should be communicated and to whom?
- Communicating the value statement in a consistent way and with a long-term perspective to ensure maximum impact
- The SVT case: how the brand/value analysis became the basis for SVT’s evolved brand proposition/value proposition
- How local audience insights are essential when developing sound positioning and how this is combined with the EBU advocacy insights
Faculty members
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Mike Rosenberg is assistant professor of Strategic Management at IESE Business School. He teaches long-term strategy, scenario planning and analysis of business problems in IESE's MBA, Global Executive MBA and executive education programmes. |
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Steve Jarding, lecturer in Public Policy, is an American and international educator, lecturer, writer and political consultant. He has taught at the Harvard Kennedy School since 2004, where his teaching has been recognized as "exemplary" by alumni, and where his course on Campaign Management has twice been nominated for the Most Influential Course Award. For the past six years, Jarding has also been teaching at the IESE Business Shool in Madrid and for the past several years he has been teaching political campaign management and media training techniques to groups in Brazil and Romania. He has also served as communications director and senior advisor to the Democratic Senatorial Campaign Committee in Washington, D.C. In 1996 Roll Call magazine named Jarding one of the "50 most influential" political people in Washington" and in 2002, The New York Times Magazine profiled Jarding as someone who wins races in places he is not supposed to win. In November 2012, the Financial Times profiled Jarding and his cutting-edge methods of teaching campaign management techniques to students in America and around the world. |
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Sabina Rasiwala, is director of Ccommunications at SVT. Prior to SVT, Sabina held the position of marketing director at Microsoft Sweden, her first job on the Swedish market after 10 years in international marketing. She has held positions as global brand director and global strategic planner at Absolut Spirits, with responsibility for brand management and communication development. Sabina developed the classic Absolut advertising campaign and worked with strategic communications platforms in art, fashion and music. As global marketing director for Restylane, she managed and developed the brand platform and campaigns. She has also worked for the PR company Hill& Knowlton as senior advisor.
Sabina holds a degree in International Marketing from Västerås, Sweden, and has studied Consumer Marketing Strategy at Harvard and Competitive Strategy at Insead in France. |
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Brian Leggett is professor in the department of Managing People in Organizations at IESE Business School. His areas of interest include the use of persuasion (rhetoric) and dialectic in the management process; the practical application of persuasion and dialectic in management situations; and the connection between leadership and communication. |
Faculty members are subject to change
Details
19 - 21 Oct 2016
Venue
IESE Business School Campus, Barcelona
Registration Deadline
17 Oct 2016
Registration details
Fee: EUR 2'900 per person
Special group rate:
4 colleagues for the price of 3
The price includes tuition, course material, coffee breaks, lunches and one dinner. It does not include any other meals, travel or hotel costs.
Payment and cancellation policy
Accommodation
All participants are responsible for their own accommodation during the course.
However we suggest you to stay at the Sansi Pedralbes Hotel, where 15 rooms have been reserved for Eurovision Academy.
You may contact directly the hotel to make booking: pedralbes@sansihotels.com
Rate:
single/double room for single use: EUR 139 + VAT
breakfast buffet (optional): EUR 17 + EUR 1,10 city tax + VAT
Working languages
English
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