Overview

There has been a renaissance in corporations using public advocacy campaigns to deliver public affairs and broader business outcomes. But what works? And what is it about corporate advocacy campaigns that make them so tricky, and even risky?

What is best practice in identifying, preparing, and enabling advocates for your organisation to get involved to influence the issues, public policy, transformational change, and discourse that is important to your entity and its strategy? This Centre executive education module, which earns 5 points towards Centre GCCPA status (Graduate of the Centre for Corporate Public Affairs), will provide the answers.

The module examines why and when public advocacy campaigns are appropriate (objective and strategy), as well as the approaches, tools and implementation (tactics and actions) of good practice campaigns managed by large organisations and industry groups. As well, it examines internal advocacy to engage employees .

The module (delivered every two years only) will be delivered by the Centre’s Executive Director Wayne Burns with contributions from Guest Faculty Simon Troeth, General Manager Industry Positioning and Engagement - Minerals Council of Australia, and Tanya Baini, incoming Head of Function at Crown Sydney and until recently Group Head of Corporate Affairs at Coca-Cola Amatil.

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