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CONTINUING EDUCATION IN GR AND POSSIBLE TOPICS

Submitted by christian on Sat, 08/16/2014 - 20:08

There are three ways to acquire knowledge in the field of Government Relations: College, On-the-Job and through Continuing Education. Keys areas of the GR practice include: Direct Lobbying, Grassroots, Fundraising and Effective Money Management, Communications, Issue Management, Resource Management and Relationship Building (Legislative, Regulatory and Coalitions). Each area of the GR practice considers the following aspects: A. Legal/Regulatory/Ethical Aspects, B. Advocacy/Communication/Persuasion Aspects, C. Process/Trade Craft/Research Aspects and D. Technological Aspects and under each area possible topics that can be offered in Continuing Education Programmes.  There are 94 courses on offer.

Each course should include Learning Objectives or Learning Outcomes that clearly describe what the learner will know or be able to do as a result of having attended a Continuing Education programme or activity. Learning Objectives should be Observable and Measurable. They should be focused on the learner and contain action verbs that describe measurable behaviours. Objective learning assessments should be written in a manner that determines whether participants learned what was planned to teach them. The evaluation (or learning assessment) should be based on the stated learning objectives of the programme.

1. DIRECT LOBBYING

A. Legal/Regulatory/Ethical

  1. Reporting Requirements (European Union, National, State and Local regulatory bodies) Knowledge Level: Beginning, Intermediate, Advanced
  2. Understanding the Administrative Procedures in the Regulatory Process. Knowledge Level: Intermediate, Advanced
  3. Executive Branch/Legislative Lobbying. Knowledge Level: Intermediate, Advanced
  4. Code of Ethics and Practice.  Knowledge Level: Beginning, Intermediate, Advanced

B. Advocacy/Communication/Persuasion

  1. Ability to distil complex issues into concise talking points, and succinctly convey impacts on stakeholders and constituents. Knowledge Level: Intermediate, Advanced
  2. The importance of lobbying legislative staff – not just legislators. Knowledge Level: Beginning, Intermediate
  3. Using PR effectively. Knowledge Level: Intermediate, Advanced 
  4. How to effectively lobby a legislator – what makes a difference to them. Knowledge Level: Beginning, Intermediate 
  5. Lobbying at national level – don’t forget about back home. Knowledge Level: Beginning, Intermediate 
  6. Networking/ “Closing the Sale”. Knowledge Level: Beginning, Intermediate 
  7. Researching the political environment – “why a legislator is acting a certain way”. Knowledge Level: Intermediate, Advanced
  8. Coalitions. Knowledge Level: Beginning, Intermediate, Advanced

C. Technology

  1. Using Technology to your Advantage. Knowledge Level: Beginning, Intermediate

2. GRASSROOTS

A. Legal/Regulatory/Ethical

  1. Understanding laws, regulations, ethics of grassroots communication. Knowledge Level: Beginning, Intermediate, Advanced

B. Advocacy/Communication/Persuasion

  1. Motivating volunteers (Organizing, Recruiting & Retaining Grassroots Members). Knowledge Level: Beginning, Intermediate 
  2. How to use your grassroots to effectively support the work of your lobbyists. Knowledge Level: Beginning, Intermediate
  3. Meeting the legislator. Knowledge Level: Beginning, Intermediate
  4. Media (issue advertising, paid advertising, Op-eds, letter-to-the-editors). Knowledge Level: Intermediate, Advanced 
  5. Site visits – getting press. Knowledge Level: Intermediate, Advanced
  6. Learn how to set up a press event. Knowledge Level: Intermediate, Advanced

C. Process/Trade Craft/Research

  1. Key Contact vs. Broad Base vs. Grasstops – What’s it all mean? Knowledge Level: Beginning, Intermediate 
  2. Tracking contacts and other Follow-up/Housekeeping Chores, and Identifying whom is most interested and/or affected by a given issue. Knowledge Level: Intermediate
  3. Outsourcing Grassroots: Low Cost, Moderate Cost, Fire Torpedoes. Knowledge Level: Beginning, Intermediate
  4. How to develop an effective grassroots network in your organization. Knowledge Level: Beginning, Intermediate
  5. Follow-up - getting your members’ message to Parliament/Government agencies and back to your volunteers. Knowledge Level: Beginning, Intermediate
  6. How to effectively coordinate “behind the scenes,” and allow others to be in the limelight. Knowledge Level: Intermediate, Advanced 
  7. How to “humanize issues; bring the issue home; boil it down. Knowledge Level: Intermediate, Advanced
  8. Communicating with grassroots; persuasive writing and persuasive speaking. Knowledge Level: Beginning, Intermediate

D. Technology

  1. Database management (fax, mail, e-mail). Knowledge Level: Beginning, Intermediate
  2. Motivating volunteers (Organizing, Recruiting & Retaining Grassroots Members), Mobilization. Knowledge Level: Beginning, Intermediate
  3. Tracking Contacts and Other Follow-up/Housekeeping Chores, and identifying whom is most interested and/or affected by a given issue. Knowledge Level: Intermediate, Advanced
  4. How to develop an effective grassroots network in your organization. Knowledge Level: Intermediate
  5. Speaking out in the Internet Age. Knowledge Level: Intermediate, Advanced

3. FUNDRAISING AND EFFECTIVELY MANAGING THE MONEY

A. Legal/Regulatory/Ethical

  1. Raising Money for “Emergency Campaigns” on your issues. Knowledge Level: Intermediate, Advanced

B. Advocacy/Communication/Persuasion

  1. Convey a compelling message to motivate people to act. Knowledge Level: Beginning, Intermediate
  2. Effect of Online Communication. Knowledge Level: Beginning, Intermediate
  3. How a small association can play the money game. Knowledge Level: Beginning, Intermediate
  4. National vs. EU level – you must work at both levels. Knowledge Level: Beginning, Intermediate
  5. Fundraising to support government relations activities. Knowledge Level: Intermediate, Advanced

C. Process/Trade Craft/Research

  1. Telemarketing 101 – using outside resources. Knowledge Level: Intermediate, Advanced
  2. Working with national/local chapters and affiliates. Knowledge Level: Intermediate, Advanced
  3. Effective fundraising events – getting your members to give. Knowledge Level: Intermediate, Advanced

4. COMMUNICATIONS

A. Legal/Regulatory/Ethical

  1. Legislative Drafting/Regulatory Comment Writing. Knowledge Level: Intermediate, Advanced

B. Advocacy/Communication/Persuasion

  1. E-mails/letter writing campaigns to Parliament. Knowledge Level: Beginning, Intermediate
  2. Distil complex issues into concise talking points to convey information to stakeholders, and constituents. Knowledge Level: Intermediate, Advanced
  3. Ability to understand and communicate with diverse audiences. Knowledge Level: Intermediate, Advanced
  4. Mass media (issue advertising, paid advertising, Op-eds, letter to the editors). Knowledge Level: Intermediate, Advanced
  5. Effective media relations to support lobbying efforts. Knowledge Level: Intermediate, Advanced
  6. Developing the “message”. Knowledge Level: Intermediate, Advanced

C. Process/Trade Craft/Research

  1. Ability to understand and communicate with diverse audiences. Knowledge Level: Intermediate, Advanced
  2. Importance of communications staff & public policy staff working together. Knowledge Level: Intermediate, Advanced
  3. Getting GR and PR professionals to understand one another's professional environments, services, responsibilities and restrictions. Knowledge Level: Intermediate, Advanced
  4. How to deal with the media in a positive way. Knowledge Level: Intermediate, Advanced
  5. How to use the press (editorial boards) to support your issue. Knowledge Level: Intermediate, Advanced

D. Technology

  1. Electronic Newsletters (e-mail/fax) of Government Affairs Information/Updates. Knowledge Level: Beginning, Intermediate
  2. Use of electronic communications as an alternative to traditional means. Knowledge Level: Beginning, Intermediate

5. ISSUE MANAGEMENT

A. Legal/Regulatory/Ethical

  1. Crisis Management. Knowledge Level: Intermediate, Advanced
  2. Regulatory outsourcing. Knowledge Level: Intermediate, Advanced

B. Advocacy/Communication/Persuasion

  1. Using PR professionals to help frame your issues. Knowledge Level: Intermediate, Advanced
  2. Keeping the grassroots on board with lobbyist message. Knowledge Level: Intermediate
  3. How to prioritize your issues. Knowledge Level: Beginning, Intermediate
  4. Using the Media to Influence Legislators. Knowledge Level: Intermediate, Advanced
  5. Communicating issues to your stakeholders and policy makers. Knowledge Level: Beginning, Intermediate, Advanced

C. Process/Trade Craft/Research

  1. Intelligence gathering – what’ s the other side doing. Knowledge Level: Intermediate, Advanced
  2. Benchmarking/Identifying trends. Knowledge Level: Intermediate, Advanced
  3. Understanding the inter-relationships between various issues. Knowledge Level: Intermediate, Advanced
  4. How issues evolve into policy. Knowledge Level: Intermediate, Advanced
  5. How to Pass/Stop Legislation. Knowledge Level: Intermediate, Advanced
  6. Determining the issues you can win on. Knowledge Level: Intermediate, Advanced

D. Technology

  1. Tracking system for issues/actions. Knowledge Level: Intermediate, Advanced
  2. Using technology to your Knowledge Level: Intermediate, Advanced

6. RESOURCE MANAGEMENT (SENIOR)

A. Legal/Regulatory/Ethical

  1. Personnel issues, such as staff management and conflict resolution. Knowledge Level: Intermediate, Advanced
  2. Hiring good GR staff: what to look for, how to judge applicants, how to keep them. Knowledge Level: Intermediate, Advanced
  3. Outsourcing – hiring the right staff and effectively managing the contract. Knowledge Level: Intermediate, Advanced
  4. Raising money for your government relations staff. Knowledge Level: Advanced

B. Advocacy/Communication/Persuasion

  1. Budgeting (for the known and unknown issues) and justifying your budget to the CEO/CFO and Board. Knowledge Level: Intermediate, Advanced
  2. Building Stronger Leadership Support for your association for GR. Knowledge Level: Intermediate, Advanced
  3. Using your Board and leaders to carry your message. Knowledge Level: Advanced
  4. Demonstrating value of the GR function even though it doesn’t raise revenue. Knowledge Level: Intermediate, Advanced

C. Process/Trade Craft/Research

  1. Training, especially in research methods, technology, financial management. Knowledge Level: Advanced
  2. Running an effective GR function in a small association. Knowledge Level: Intermediate, Advanced
  3. Managing vs. leading – mentoring your staff and motivating them. Knowledge Level: Advanced

D. Technology

  1. Method/system for resource prioritization. Knowledge Level: Beginning, Intermediate

7. RELATIONSHIP BUILDING (LEGISLATIVE, REGULATORY, COALITIONS)

A. Legal/Regulatory/Ethical

  1. Learning the lobbying laws/ethics. Knowledge Level: Intermediate, Advanced
  2. Conducting an effective agency Liaison meeting. Knowledge Level: Intermediate, Advanced
  3. Developing good relations with regulators that control your industry. Knowledge Level: Advanced

B. Advocacy/Communication/Persuasion

  1. Introducing your association to Parliament and local authorities. Knowledge Level: Intermediate, Advanced
  2. Ability to understand and communicate with diverse audiences. Knowledge Level: Intermediate, Advanced
  3. Building staff relations. Knowledge Level: Intermediate, Advanced
  4. Networking at European, National and Local level and building relationships. Knowledge Level: Intermediate, Advanced

C. Process/Trade Craft/Research

  1. How to Start a Coalition (legal and real world pitfalls). Knowledge Level: Intermediate, Advanced
  2. Coalitions/alliances building techniques. Knowledge Level: Intermediate, Advanced

D. Technology

  1. Database management. Knowledge Level: Beginning, Intermediate
  2. Using technology to your advantage. Knowledge Level: Beginning, Intermediate

For further educational and technical assistance, please contact AALEP Secretariat

Tags: 
Continuing education
GR
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