Policy comms: winning the political narrative

A strong policy position needs a story people can understand, remember and act on.

This hands-on workshop helps campaignPros working in public affairs, communications and community engagement turn policy priorities into clear messages, compelling stories and advocacy campaigns that move people.

You'll work step by step — from defining your organisation's story and understanding your audiences to choosing the right messages, channels and tactics.

By the end of the workshop, you'll have a communications plan tailored to your organisation and practical tools you can put to work straight away.

What you'll learn

By the end of the workshop, you'll know how to:

• turn complex policy priorities into clear, memorable stories
• craft a narrative that feels authentic to your organisation and mission
• understand your audiences and the people shaping your EU policy landscape
• balance emotion, evidence and clear messaging
• design advocacy campaigns that encourage people to act
• combine events, digital channels and other tactics into a coherent campaign
• use AI and technology to make campaign planning and communications more efficient

What you'll build

This is a practical workshop. You'll work on exercises based on your own organisation and priorities, including:

• write your organisation's core story
• map the audiences and stakeholders that matter to your campaign
• develop personas to sharpen your messaging
• turn a policy priority into an advocacy campaign plan
• use 10 ChatGPT prompts to move from campaign idea to practical plan
• choose the messages, channels and tactics that can help your campaign make an impact

Programme

Block 1 | Crafting your organisation's story and understanding your audience

Learn what makes policy communications effective and how storytelling can turn complex issues into messages people connect with.

You'll explore how to balance emotion and facts, structure a memorable story and translate your organisation's mission into a clear narrative.

Then you'll put it into practice by writing your organisation's story.

Block 2 | Designing and launching your advocacy campaign

Move from narrative to campaign strategy.

You'll analyse audiences and stakeholders, build useful personas and explore a mix of established and emerging advocacy tactics — from events and digital communications to AI-supported campaign planning.

You'll also explore how to create policy experiences that help your message stand out in Brussels.

Then you'll bring everything together by planning your campaign with 10 ChatGPT prompts.

Who it's for

This workshop is designed for public affairs professionals, campaigners, communications and marketing teams, advocacy organisations, community engagement professionals, and policy professionals who want to communicate their priorities more effectively.

It's particularly useful for people who work with complex policy topics and want to turn them into clearer stories and stronger campaigns.

What you'll leave with

You'll finish the workshop with:

• a communications plan tailored to your organisation
• a clear narrative for communicating your organisation's mission and priorities
• an audience and stakeholder map
• practical frameworks for storytelling and message development
• a campaign structure you can adapt to future advocacy work
• 10 reusable ChatGPT prompts for campaign planning
• practical ideas for combining digital, events, AI and other advocacy tactics

Mentor

Sebastián Rodríguez Pérez

Campaign consultant and founder of the European Campaign Playbook