CBI Virtual Workshop: Campaigning and how to influence

CBI Virtual Workshop: Campaigning and how to influence

CBI Virtual Workshop: Campaigning and how to influence

16 September 2020


09:30 - 12:00



Now is the time to invest in developing stakeholder networks and deepening engagement with government

The need to navigate the current political uncertainty and communicate your messages in a clear, impactful and persuasive way to influence the policy debate has never been greater.

Drawing on the experience and expertise of the CBI’s campaigns team, you will gain the insight you need into the key developments in the UK’s political landscape, helping you to develop a strategy for your business to navigate these trends.

Sharing some of the tools and techniques the CBI uses in its headline campaigns, this online workshop will analyse how the political and campaigning environments have evolved, the key steps in planning your campaign and how to execute your strategy effectively to achieve your campaign goals.

Having attended this workshop, delegates will understand:

  • The key developments in the political and campaigning environments and what these mean for your business
  • The processes involved in developing and executing successful plans
  • Best practices to help you develop your key messages and tell your story in the most impactful way

Workshop Programme

This virtual workshop will be delivered in two interactive virtual modules over a two-week period. Each module will contain a mix of presentation and discussion activities designed to provide you with subject matter knowledge, build your capabilities and change your mindset. You will also be provided with a self-study exercise to complete in between the two modules.

You should plan for a time commitment of up to 3 hours per module, plus 2 hours of self-study.

Module 1

Why is campaigning important for business?

  • What do we mean by campaigning?
  • Campaigning in the current political environment
  • Understanding your position – SWOT/PEST

Planning your campaign – why planning is important?

  • Alignment to strategy, defining your objectives, developing a plan and your success criteria
  • Campaign building blocks
  • Defining your audience and selecting your channels

Module 2

Executing your campaign – strategies for effective influencing

  • Understanding the Overton window
  • Stakeholder mapping and engagement strategies
  • Relationship management
  • Influencing Parliament and government institutions
  • Press, lobby groups and social media


Sessions will be held with a variety of speakers from the CBI:

  • John Foster, Director of Campaigns, CBI
  • Callum Biggins, Head of Campaigns, CBI
  • Pete McManus, Principal Campaigns Adviser, CBI

September Workshop Dates

  • Module 1 - 16 September, 09:30 - 12:00
  • Module 2 - 30 September, 09:30 - 12:00

Note: delegates need to attend both modules to complete the workshop

Who should attend?

This is an introductory-level programme suitable for those new to public affairs or government affairs teams or for whom campaigning is a new area of responsibility. It will provide an excellent orientation and grounding in core techniques and methodologies as well as sharing the learnings of CBI.

All CBI members and non-members are welcome. Suitable for anyone looking to influence the government agenda directly or through their teams (Government Affairs, Public Affairs, Communications and Public Relations)

Those likely to benefit from attending include:

  • Campaigns officer
  • Policy officer
  • External affairs officer
  • Government affairs officer
  • Public affairs officer
  • Communications executive
  • SME owner/proprietor

Can't attend?

If you can't make it but are still interested, this workshop is also taking place in November and December:

November Workshop - Book your place

  • Part 1 - 11 November, 09:30 - 12:00
  • Part 2 - 18 November, 09:30 - 12:00

December Workshop - Book your place

  • Part 1 - 9 December, 09:30 - 12:00
  • Part 2 - 16 December, 09:30 - 12:00

Get in touch

Emma Connolly

Emma Connolly

Head of Leadership Programme

Emma is responsible for the CBI’s Leadership Development offering, which includes the Executive and Strategic Talent Programmes, as well as other bespoke courses, virtual workshops and masterclasses. Emma joined the CBI in 2017 from EY, where she was a management consultant in the Financial Services team for many years, and prior to this has worked for Barclays, LBG and RBS. Emma holds an MA in International Relations and French from St Andrews University and is an accredited Executive Coach.