| CODE | PPL5103 | |||||||||
| TITLE | Communicating Government | |||||||||
| UM LEVEL | 05 - Postgraduate Modular Diploma or Degree Course | |||||||||
| EQF/MQF LEVEL | 7 | |||||||||
| ECTS CREDITS | 5 | |||||||||
| DEPARTMENT | Policy, Politics and Governance | |||||||||
| DESCRIPTION | This study-unit examines the strategic role of communication in the relationship between government, citizens, and the media as well as within government itself. Effective internal and external communication is integral to policy legitimacy, organisational accountability, and trust-building in democratic governance. Internally, governments must ensure clear coordination information-sharing, and messaging across departments to support coherent decision-making and policy implementation. Externally, they face the challenge of conveying complex policies to diverse audiences in an environment shaped by 24-hour news cycles, social media, disinformation, and growing demands for transparency and public engagement. Students will critically explore how governments communicate policy throughout the policy cycle, from formulation to implementation and evaluation and how these practices influence public understanding, participation, and legitimacy. The study-unit analyses the balance between information, persuasion, and propaganda, interrogating ethical considerations and the boundaries between political advocacy and public information. Through case studies, simulations, and critical analysis, students will investigate how communication strategies are designed, delivered, and evaluated within local, national, and international contexts. Special attention will be given to the evolving role of digital communication, strategic framing, crisis communication, and public engagement. The study-unit equips students with the analytical tools to assess the effectiveness and integrity of government communication in an era of political polarisation and networked media. Study-Unit Aims: The aims of the study-unit are to: - To provide students with a comprehensive understanding of the role of communication in government, including both internal coordination and external engagement with citizens and the media; - To analyse how governments craft, frame, and disseminate messages to convey policies, decisions, and priorities effectively to diverse audiences; - To assess how communication strategies influence public perception, behaviour, trust, and engagement, and how messaging contributes to policy legitimacy and societal outcomes; - To explore the challenges and opportunities presented by 24-hour news cycles, social media, disinformation, and emerging digital communication tools in shaping public discourse; - To highlight the importance of internal communication within government for coordinated decision-making, policy implementation, and organisational efficiency. Learning Outcomes: 1. Knowledge & Understanding: By the end of the study-unit the student will be able to: - Critically evaluate theories and models of government and public communication; - Understand the interplay between communication, governance, and democratic legitimacy; - Interpret how communication strategies shape policy understanding, citizen engagement, and political accountability; - Analyse real-world communication campaigns to assess their design, ethics, and impact; - Situate government communication within broader political, social, and technological transformations. 2. Skills: By the end of the study-unit the student will be able to: - Apply theoretical frameworks to the design and evaluation of government communication strategies; - Develop coherent, ethical, and evidence-based communication approaches for policy dissemination and public engagement; - Critically assess communication outputs for their effectiveness, credibility, and inclusivity; - Translate complex policy issues into clear and accessible public messages; - Formulate practical recommendations for improving communication between governments, media, and citizens. |
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| STUDY-UNIT TYPE | Lecture and Seminar | |||||||||
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The University makes every effort to ensure that the published Courses Plans, Programmes of Study and Study-Unit information are complete and up-to-date at the time of publication. The University reserves the right to make changes in case errors are detected after publication.
The availability of optional units may be subject to timetabling constraints. Units not attracting a sufficient number of registrations may be withdrawn without notice. It should be noted that all the information in the description above applies to study-units available during the academic year 2026/7. It may be subject to change in subsequent years. |
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