Advanced Digital Public Affairs

Advanced Digital Public Affairs is an intensive masterclass for experienced public affairs, policy, campaigns and communications professionals who want to use digital strategically as part of their wider influencing work.

Rather than simply examining individual social media platforms, the course explores how digital activity can help organisations understand the political environment, build authority, shape policy narratives and reach the people who influence decisions.

From Digital Communications to Digital Political Influence

The course begins with the fundamental question:

What do we actually want digital activity to achieve politically?

Participants will learn how to build a digital public affairs strategy around clear influencing objectives rather than follower numbers, posting frequency or individual platforms.

We examine how digital activity can support the complete public affairs process — from political intelligence and stakeholder engagement to campaigning, media relations, thought leadership and direct political influence.

Participants will explore how to:

✅ Identify the political audiences that really matter

✅ Translate complex policy arguments into compelling digital content

✅ Build recognisable and authoritative voices around an issue

✅ Use political timing and the news cycle strategically

✅ Identify emerging narratives, risks and opportunities

✅ Integrate digital activity with lobbying, policy, press and stakeholder engagement

✅ Turn digital attention into conversations, meetings and political opportunities