The Specialized Program lasts 45 hours.
Public Affairs in communication strategy: corporate identity on the public agenda
- Premises for the management of Public Affairs.
- Challenges in Public Affairs Management.
Public Affairs and Political Communication
- What are Public Affairs? Their relationship to political communication.
International Session: Public Affairs Strategies: Lobbying, activism, Think tank
- Lobby: definition and scope.
- Lobbying as a strategy for engaging with the government.
- Ethics and lobbying.
- Contributions of lobbying to corporate communication.
- Strategic planning of a lobbying campaign: diagnosis, stakeholder groups, objectives, tactics, tools (offline and online), evaluation.
- Managing potential conflicts. Strategies to combat a lobbying campaign against our company/institution.
- Think Tanks / Sectoral and professional associations.
Public Affairs Management in Peru
- Competitiveness and the country's business environment.
- Regulatory context in Peru.
- Traditional lobbying model in Peru.
- Building a modern model for managing business interests.
- Public Affairs Strategy: shaping the rules of the game.
- Lobbying and interest management: how to manage change and comply with the law.
- Promoting efficient regulations: how the private sector can contribute to improving regulations.
AI applied to Public Affairs management
- Artificial intelligence as a key element for successful management:
- Digital Anthropology for a Public Affairs Campaign.
- The key lies in micro-segmentation.
- Real case study – using artificial intelligence and data analysis for a public affairs campaign.
Compliance
- Compliance: definition, importance and trends.
- Communication and compliance programs.
International session: ESG “The new frontier of communicators
- ESG triad (environmental, social & governance).
- Components of the ESG strategy.
- Advantages of ESG in corporate culture.
Public Affairs in Spain and the European Union: evolution, methodology and challenges
- Public Affairs in Spain and the European Union: evolution, methodology and challenges
Origin, development and foundations of lobbying activity: profiles, professional ethics and its regulation
- Origin, development and foundations of lobbying activity: profiles, professional ethics and its regulation
The University of Piura reserves the right to postpone, reschedule or cancel the program if the minimum number of participants is not met.
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