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The CTPAA Public Affairs Institute
Presented by:
Cable Television Public Affairs Association

and

GWU: The Graduate School of Political Management

A PROGRAM OF SEMINARS AND WORKSHOPS
CREATED IN ASSOCIATION WITH
THE GRADUATE SCHOOL
OF POLITICAL MANAGEMENT
THE GEORGE WASHINGTON UNIVERSITY

The Cable Television Public Affairs Association is pleased to offer this program of graduate level workshops for the membership. The Institute was developed in close consultation with GW's Graduate School of Political Management (GSPM) and is a continuation of the association's long-standing commitment to bring meaningful growth opportunities to cable professionals.

The program is composed of three intensive days; each centering on cases that will be sent to participants prior to the start of the Institute. In general, the daily routine begins with a presentation of basic principles that guide activity in each of the arenas. These lectures are substantially drawn from the curriculum of the GSPM and other programs at the George Washington University and reflect an emphasis on practical politics as opposed to theoretical approaches found in traditional political science curricula. The balance of each day is devoted to consideration of related topics followed by a discussion of the case and how it relates to each section's basic principles. The specific learning objectives for each module are included in the document. We are sure the program will be both challenging and stimulating.

This program is specifically designed for mid to senior level public affairs executives who are willing to challenge themselves to develop the enhanced skill sets necessary to meet the challenge of today's competitive marketplace.

Topics covered in the series of seminars are treated within the context of issues relevant to the cable industry and are intended to illustrate the utility of more systematic and detailed treatments of issues. In addition to a discussion of basic principles that guide work in each of the topics, students will leave the course with enhanced practical skills completely transferable to their daily work. Individuals will learn how to construct effective messages, handle hostile media interviews, develop strategic advocacy plans, lobby with greater results, and raise and spend money in the most effective way in the campaign arena.

Materials for the program, including the PowerPoint presentations of all lead instructors, will be assembled and distributed to program participants.



DAY ONE - September 25, 2006

Introduction of the Franchise Case Scenarios

Module One:

    STRATEGIC MANAGEMENT OF PUBLIC AFFAIRS ISSUES

    OVERVIEW: This session will focus on the creation of strategic advocacy programs, demonstrating the utility of their major components while identifying variables critical to program success. Use of Franchise Case Scenarios throughout.

    LEARNING OBJECTIVES:
    1. Provide students with a comprehensive overview of the government relations arena looking especially at functional elements as applied at all levels of governance.

    2. Demonstrate the critical nexus between success in the political and business arenas.

    3. Establish a framework for analyzing public policy conflict.

    4. Impart practical skills through hands-on team sessions.

Module Two:

    STRATEGIC COMMUNITY RELATIONS AND GRASSROOTS POLITICS IN THE STATE ARENA
    OVERVIEW: Program will illustrate the utility of grassroots programs to the attainment of public affairs and community relations goals in the cable industry franchise cases.

    LEARNING OBJECTIVES:
    1. Introduce grassroots programs as an essential part of community relations for business.

    2. Develop an appreciation for the role of grassroots in the broader arenas of community relations, public affairs and corporate strategy.

    3. Provide students with rudimentary knowledge and skills to construct and execute a grassroots program.

    4. Provide the opportunity to develop a grassroots plan using a real world case and exercise.

Open Evening for Institute Participants
END OF DAY ONE


DAY TWO - September 26, 2006

Module Three:

    POLITICAL AND CHARITABLE MONEY IN COMMUNITY ENGAGEMENT CAMPAIGNS
    OVERVIEW: Campaign contributions matter at all levels of government. This session will show you how best to handle your PAC and other contribution programs to maximize impact, including information on how to assess their effectiveness within the context of the Franchise cases.

    LEARNING OBJECTIVES:
    1. Provide the participants with an understanding of how political contributions fit into the overall business and political strategy of a company.

    2. Develop a basic appreciation of how to set-up and run a political action committee.

    3. Demonstrate how advocacy organizations use political money to gain a competitive

LUNCHEON BREAK
LUNCHEON KEYNOTE ADDRESS - TBD

Module Four:

    OVERVIEW: Every public affairs organization faces the challenge of dealing with crisis situations and most training sessions focus on "reactive" strategies. This session is designed to place crisis management in a broader strategic context and will demonstrate how managers can transform crisis situations into strategic advantages.

    LEARNING OBJECTIVES:
    1. Introduce the concept of strategic crisis management.

    2. Provide framework to translate existing crisis management programs and contingencies into useable strategic tools.

    3. Establish a practical appreciation of strategic crisis management through the use of a practical analysis of an existing crisis management plan.

An evening under the lights at RFK Stadium...Washington Nationals vs. Philadelphia Phillies in a Hospitality Suite

END OF DAY TWO

DAY THREE - September 27, 2006

Module Five:

    USING THE INTERNET AS AN EFFECTIVE ADVOCACY TOOL
    OVERVIEW: The Internet has become one of the most effective advocacy tools available to groups that need to communicate with elements of their community. Particularly interesting are newer "micro-targeting" applications that permit advocacy organizations to target relatively small groups with specifically tailored messages.

    LEARNING OBJECTIVES:
    1. Introduce the Internet as an advocacy tool in specific advocacy situations.

    2. Familiarize students with the basic elements of micro-targeting as an advocacy tool.

    3. Demonstrate through a case study practical applications of Internet advocacy.

LUNCHEON BREAK

Module Six:

    COMPETITOR ANALYSIS AND THE MANAGEMENT OF PUBLIC POLICY PROGRAMS: THE ISSUE OF INDECENCY ON TV

    OVERVIEW: Competitor analysis is a discipline generally associated with the marketing, sales and strategic planning components of a corporation. However, an informed and systematic examination of contending sides on any public policy question yields valuable information of both a predictive and an analytical nature. Review of the cases against the template of the model introduced at the beginning of the program.

    LEARNING OBJECTIVES:
    1. Introduce the notion of competitor analysis as a valuable discipline in the public affairs arena.

    2. Describe the resources and tests available using publicly available data to perform competitor analysis in the issue arena.

    3. Demonstrate the applicability of competitor analysis to the cable TV arena using the indecency issue.

END OF DAY THREE AND INSTITUTE
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