Innovative Communication Strategies in EU and US Public Affairs and Lobbying
Información importante
Las actividades del Programa de Educación Abierta de la Facultad de Ciencias Políticas y Sociología van dirigidas a los y las estudiantes de los grados que se cursan en dicha facultad.
Venue (City and address)
Faculty of Political Sciences and Sociology, Rector López Argueta Street s/n, seminar room 3
Coordination
José Manuel Jiménez Cabello, Vice-Dean for Quality, Transfer and Open Education, Faculty of Political Sciences and Sociology (UGR)
Introduction
More and more sophisticated communication methods are available in the today’s Digital Era, with digitalization and the advanced technology impacting the way in which we communicate and work in various fields or sectors, including in Public Affairs and Lobbying. It is essential analyzing the communication tools and strategies created and applied by professionals in Public Affairs and Lobbying, both practitioners and from the academia, also by decision-makers, and by different relevant categories of external stakeholders. In this context, the EU and US Public Affairs and Lobbying will be analyzed, while specifically focusing on innovative communication strategies developed and applied in the field.
The main objectives of the seminar are: understanding the fundamentals of Communication, Public Affairs and Lobbying, the connections among these fields, also the significant role and impact which they play at the level of our global society. A set of relevant and efficient Communication and Lobbying tools and strategies will be discussed as well. The course is based both on a theoretical and practical component, with group activities being conducted, while engaging in class discussions being strongly encouraged and recommended.
Student Competences
Creativity, critical and analytical thinking skills will be strongly applied during the seminar. Students will have the possibility to practice intra-personal, inter-personal and group / public communication, also to improve their overall communication abilities.
Students will be able to develop communication and lobbying strategies for academic, social professional contexts etc., in a clear, impactful, and meaningful way for achieving their intended goals.
Assessment Method
- 50% Written assignment (essay-based, explanations and requirements to be provided)
- 50% Active participation at class
Language of Instruction
English
May 8, 2026
| 10:00-12:30 | First Session In a first instance, key insights into communication and public affairs / lobbying will be shared for developing a clear background for the seminar; explaining why excellent communication skills (writing, verbal and non-verbal) represent a powerful tool in our society, while considerably increasing chances for a company or organization etc – including for lobbying-related purposes and not only – to become more successful and reputable on the long-term; emphasizing the substantial benefits which Communication can offer in various fields and contexts in our global society. A set of methods will be presented for communicating in a more constructive manner in different environments, in general, and in the fields of lobbying and public affairs in particular. |
| 16:00-18:30 | Second Session This session will have a more substantial practical approach, mainly focusing on students’ brief presentations on the topics addressed at class, while also creating a set of efficient communication and lobbying strategies. The purpose is practically applying some of the key aspects analyzed during this course for better understanding the meaning and the role of Communication and Lobbying / Public Affairs in our society, also for being able to use the most appropriate communication and lobbying tools and methods in various contexts. Lecturer Information |