Political Communication & Public Opinion Shaping

This advanced program equips professionals with the skills to manage political messaging, shape public opinion, and communicate policies effectively within government and nonprofit contexts.

Program Overview

In the age of social influence and digital discourse, effective political communication is vital to shaping public perception, building trust, and driving policy acceptance. This program equips professionals with the strategic tools and narrative techniques needed to influence public opinion ethically and effectively.

Participants will explore UAE and GCC-centric challenges in political messaging, policy communication, public diplomacy, and stakeholder engagement. Through hands-on labs and case studies, they will learn to communicate complex messages with clarity, cultural intelligence, and strategic alignment.

Mode of Delivery

In-person at AUE campus or live virtual delivery
Includes real-time simulations, media strategy labs, case study analysis
Language: English (Arabic support available)

Target Audience

Government communication officials
Public policy professionals and advisors
Political consultants and campaign managers
NGO and nonprofit communication strategists
Academics and researchers in political science or media studies
Media professionals covering political affairs

Objectives of the Training Program

By the end of the program, participants will be able to:

Develop and lead integrated political communication strategies
Frame and deliver policy messages across multiple platforms
Understand the psychology of public opinion formation
Engage constructively with media, influencers, and stakeholders
Use social media data and sentiment analysis to shape responses
Apply ethical communication standards in complex environments
Strategize political messaging in alignment with UAE/GCC visions

Course Description

This intensive executive program prepares professionals to:

Communicate policy decisions clearly and credibly
Shape public discourse and narratives aligned with government goals
Anticipate and manage public reactions to reforms or policies
Map stakeholders and manage diverse audience engagement
Analyse sentiment using digital and social media tools
Handle political controversies, misinformation, and media crises
Align political messaging with national identity and soft power objectives

It combines academic theory, regional context, and real-life simulation to build impactful communication leaders in the public sphere.

Learning Outcomes

Participants will gain the ability to:
1. Shape narratives that resonate with the public and media
2. Anticipate and respond to political challenges and crises
3. Build public trust through transparency and strategic storytelling
4. Translate complex policy into citizen-friendly language
5. Conduct stakeholder mapping and targeted message framing
6. Measure public opinion using modern digital tools
7. Defend institutional reputation in politically sensitive contexts

Methodology

1. Case study analysis of political campaigns and public policy rollouts
2. Strategic communication labs and scenario-based simulations
3. Stakeholder mapping and audience segmentation exercises
4. Real-world media and influencer engagement simulations
5. Group work and message development workshops
6. Expert panels and feedback from senior communicators

Certification

1. Certificate of Completion from the American University in the Emirates (AUE)
2. Attendance certificates are attested by KHDA
3. Optional 2 Continuing Education Credits (CECs)

Strategic Relevance

1. Supports UAE Vision 2031 and broader GCC reforms
2. Aligns with evolving priorities in governance, transparency, and citizen engagement
3. Empowers public leaders to use communication as a force for policy trust and societal alignment

Schedule & Topics

Day	Session Title	Hours	Focus & Learning Outcomes
Day 1	Foundations of Political Communication	4 hrs	Understanding political messaging and narrative shaping
Day 2	Public Opinion Formation & Social Psychology	4 hrs	The science behind influence and mass perception
Day 3	Stakeholder Mapping & Political Engagement	4 hrs	Identifying, segmenting, and engaging key publics
Day 4	Policy Communication & Media Framing Techniques	4 hrs	Communicating complex issues across platforms
Day 5	Digital Strategy, Sentiment Analysis & Public Feedback	4 hrs	Monitoring tools, analytics, and public discourse
Day 6	UAE & GCC Case Studies in Public Diplomacy	4 hrs	Regional government campaigns and best practices
Day 7	Capstone Simulation: Crisis Response & Narrative Leadership	4 hrs	Live simulation and strategic communication planning