Atlas Concept Table for ADMN550 Strategic Communication and Engagement

… a resource page for ADMN550 Strategic Communication and Engagement

Core concepts on the Atlas for the School of Public Administration’s course on strategic planning and implementation

The table below displays Atlas core concepts that may be pertinent to ADMN550, an elective course in the MPA program at the University of Victoria, School of Public Administration. The concepts have been selected by the Atlas editors on the basis of the calendar description at The 81 concepts are drawn from 9 Atlas topics in 4 Atlas subjects: Implementation and Delivery; Leadership Skills; Policy Analysis and Process; and Communication Skills. See Atlas Concept Tables for Courses for methodology and links to other concept tables.

Atlas Concept Table for ADMN550
81 core concepts in strategic communication and engagement, organized by Atlas subject and topic

Implementation and Delivery

Consulting and Communicating on Policy

The Crucial Role of Communication

Consulting Stakeholders and Engaging Citizens

Public Opinion Research

Communications Plan

Open Government

Policy Issue Paper

Access to Information (Freedom of Information) Policies

Making Your Story Sticky with S.U.C.C.E.S.

Communication Nudges and Behavioural Economics

Implementing through Partners and Networks

Using Partnership as a Policy Instrument

Kernaghan’s Classification of Partnerships

Public-Private Partnership Models

Leadership Skills


Determine your BATNA and Reservation Value

Focus on interests not positions

Dealing with Difficult People

Policy Analysis and Process

Interests and the Policy Process


Interest Group


Problem Definition and Agenda Setting

Pal’s Aspects of Problem Definition

Issue Framing

Policy Crises, Policy Entrepreneurs, and Political Entrepreneurs

Focusing Event

Path Dependence

Policy Images

Policy Window

Political Business Cycle

Agenda Setting and Media Bias

Policy Communities and Networks

Policy Community

Policy Networks

Policy Communities and Networks

Advocacy Coalitions

Communication Skills


Authority and Credibility

Analogies and Metaphors

Conformity, Similarity, and Social Proof

Consistency and Commitment


Empathy and Listening


Knowing the Audience

Knowing the Context



Simplicity and Clarity






Aristotle’s 3 Rhetorical Appeals – Legos, Ethos, and Pathos

Cialdini’s 6 Principles of Persuasion Science

Narrative Theory

Primers for Polemicists – Comparing Rules from Harries and Alinsky



Speaking to Persuade

Beginning with a Grabber

Body Language and Posture

Controlling Uptalk and Like

Eliminating Filler Words

Elevator Pitch

Ending Memorably

Eye Contact

Ladder of Abstraction

Practicing the Presentation

Pre-speech Warm Ups

Reading a Speech

Speech Pauses

Story Arc

Voice Projection and Volume

Writing to Persuade

Basic Op-Ed Structure

Behn’s Craft of Memo Writing

Ledes and News Hooks

Lede and Subhead

Style Guides

Using Plain Language

Writing a Briefing Note

Writing a Press Release

Writing a Summary

Page created by: Ian Clark, last modified 4 August 2022.

Image: CPTBC 2019-2022 Strategic Plan, at, accessed 4 December 2019.