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Political Communication and Campaigning



 This intensive and interactive course will teach participants how to design and structure a successful 21st century political campaign. Participants will receive hands-on training from some of the leading experts and professionals in the field, and will have the opportunity to create a communication strategy for a fictional candidate standing in a UK General Election. Delegates will learn how to read poll results and use survey data, how to develop a clear and consistent campaign message and how to plan an effective digital communication strategy on social media and the web. Students will look at case studies covering different political campaigns from all over the world and speak to campaign communication professionals, academic experts, researchers and strategists.

Key benefits

By the end of this course students will be equipped with the skills and knowledge to:

  • Understand the founding aspects of political marketing
  • Understand how different political and electoral systems affect the strategy of candidates and parties
  • Read and interpret data coming from surveys and qualitative research
  • Position a candidate within the political scenario and identify the key targets and constituencies
  • Design a general campaign strategy and develop a clear and consistent message for candidate/party
  • Plan a digital political campaign on social media and the web
  • Understand the key roles and tasks within a campaign
  • See how successful case studies can be translated into winning election campaigns
  • Structure and present a clear and effective strategy proposal

Course highlights

  • 6 keynote speeches by leading political campaign professionals, including from the UK 2015 General Election campaign
  • 4 expert lectures on political communication, polling, qualitative research and digital campaigning
  • Topics covered include: opinion polls, surveys and data-driven strategy, electoral systems, social media, digital campaigning and fundraising, message development, visual creativity, microtargeting and voter mobilisation
  • Hands-on training and campaign simulation

Course facilitators and speakers

Course facilitators

Dr Martin Moore
Senior Research Fellow at King's College London and director of the Centre for the Study of Media, Communication and Power at King's

Lorenzo Pregliasco
Journalist and Political Consultant, and Co-founder and Managing Partner of Quorum, Italian Research and Communication Strategy Agency

Dr Gordon Ramsay
Research Fellow at King's College London and deputy director of the Centre for the Study of Media, Communication and Power at King's

Giovanni Diamanti
Pollster and Chief Election Strategist, and Co-founder and Managing Partner of Quorum, Italian Research and Communication Strategy Agency



Campaign Professionals

Craig Elder, Co-founder, Edmonds Elder (digital consultants to the Conservative Party)

Matthew Elliott, Chief Executive, Vote Leave Campaign

James Morris, Senior Director, Edelman; Political Consultant and Pollster

Tara Corrigan, Vice President and London Office Director, The Messina Group

Fabrice Riviere, Product Manager, Liegey Muller Pons (digital consultants to Emmanuel Macron’s Presidential campaign)

Luke Waterfield, Head of Digital Communications for Mayor of London


Prof Roger Mortimore, Professor of Public Opinion and Political Analysis, King’s College London; Director of Political Analysis at Ipsos MORI, author of Explaining Cameron’s Comeback

Dr Margaret Scammell, Senior Visiting Lecturer, London School of Economics; author of Consumer Democracy: The Marketing of Politics

Dr Cristian Vaccari, Reader in Politics, Royal Holloway University of London; author of Digital Politics in Western Democracies: A Comparative Study

Key course facts

 Dates 17-28 July 2017
 Lenght 10 days
Entry requirements Relevant professional experience, either academic or professional, in the field of political science; journalism; PR; public affairs; communications
 Venue Virginia Woolf Building, King's College London, WC2B 6LE London
Fee Full fee for the programme is £1,900
10% early bird discount is available. King's students, alumni and staff are entitled to 10% discount on the full fee
Book Apply here
 Questions? Please contact Dr Martin Moore at martin.moore@kcl.ac.uk or Dr Gordon Ramsay at gordon.n.ramsay@kcl.ac.uk


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