Professional Diploma in Digital Marketing for Government & Public Sector

Do you want to improve your digital and social media skills to help you in your role within a public sector or Government agency?

Are you ambitious and seeking promotion? Do you feel left behind in the Digital Age?

When searching for a digital marketing course, do you feel most are targeted at private companies and not relevant to your work?

This course will transform your skills, knowledge, confidence and career.

Hello fellow marketing pro!

I’ve created the Public Sector Marketing Institute community and the Professional Digital Marketing Diploma especially for you.

I work with marketing and communications professionals in public sector on a daily basis and they retain me for my expert knowledge and skills. It always bothered me that when my job was done, I was removing that value from the organisation. So, I decided to create a solution!

You must be the digital marketing pro in your office, department or organisation. You can achieve this by working alongside me for 12 weeks. You will benefit from my journalism, PR, political, social media and digital marketing expertise. Here’s what you can expect from this unique programme.

Searching for a solution?

You don’t feel equipped to take your team to the next level of digital transformation. Your digital confidence is low but you are hungry to learn and progress in your career. The hundreds of programmes and courses online are not relevant to your work and you are frustrated.

This landing page is where your search stops.

You have arrived to where you need to be! I will take you to the next level and in 12 weeks you will be an expert in digital communications for public sector. Leverage your existing knowledge, add your public sector experience, sprinkle with digital skills, and that's the recipe for career success.


The New Rules of Marketing for Public Sector

Rethink your marketing. In this webinar discuss which digital tactics to throw out and which new tactics to introduce.

What will I learn?

The content developed for public sector marketing pros is relevant to your work. It puts a laser sharp focus on public interest messaging, online reputation and influencing public opinion.

Here are the topics covered.


academy icon 1

A Digital Marketing Strategy for Government and Public Sector

Transformation begins with buy-in from decision-makers. In this module you will learn how to lead from the front in your organisation, be influential in digital transformation and understand astutely how and why consumer behaviour has changed so dramatically that the power now lies in the hands of citizens. This is a crucial module to frame your thinking and actions over the next 12 weeks. It also covers the elements required for a skilled communicator in the Digital Age as well as the framework for a digital marketing plan.

On completion of this module you will understand why digital transformation is necessary and how to be an influential voice in your organisation to make it happen.



How to Develop a Social Media Strategy for a Government Agency

Leveraging the power of the social networks to engage your audiences will set your organisation up for success. Social media also supports the public’s demand to know, like and trust those public service providers and Government agencies. Embracing social media as a core communications method with best practice approaches and organisational policies is vital.

On completion of this module you will have a rounded view of how to approach social media before deep diving into platform specific strategies.


public sector marketing pros icon 3

Managing a Government Crisis on Social Media

How to take control of a PR crisis that escalates online requires a specialised skill-set. Tapping into my journalism and public relations skills I have developed my own digital PR crisis management framework which I will share with you in this module, and which you can tailor for your own organisation. From predicting a crisis, to having a crisis communications team, reacting, responding and taking control of the crisis to managing negative commentary on social media.

On completion of this module you will have a framework on how to deal with a digital crisis for your organisation.


public sector marketing pros icon 4

Amplifying Public Interest Messaging with PPC Advertising

Leveraging social media and Google Advertising to change public opinion on matters of critical public interest is a skill that I consult on frequently with my public sector clients. Your big goal online is to reassure and convince the public that your work is of value, that your communications is open and transparent and that the course of action you are taking on particular matters, campaigns or issues are done with public interest at the heart of every step. This can be a challenging task given the noise and veracity of public commentary online.

On completion of this module you will understand how to plan, launch and measure a Pay Per Click (PPC) advertising campaign.


public sector marketing pros icon 5

Content Marketing for Government Agencies

Mastering digital content creation with this 12-step blueprint will remove overwhelm and frustration. Content marketing is probably one of the most important digital tactics that public sector and Government agencies need to employ on a daily basis. Apart from citizens expecting information online immediately, you are also competing with private sector and other interests for eye-balls. This leads to your own credibility and reliability among the public at a reduced level as they go elsewhere to get information that you should be providing.

Your voice is diminished once they click on a ‘competitor’ site. On completion of this module you will have a roadmap to bring citizens from awareness to advocacy through a funnel using content.


public sector marketing pros icon 6

Digital Storytelling Techniques

How to plan and implement informative and engaging campaigns using multi-media content feels like a mammoth task, but it doesn’t have to be with my blueprint. Digital storytelling keeps evolving in the Digital Age and your challenge now is to re-wire your thinking on the language you use, the level of information you provide and how you speak to citizens.

On completion of this module, you will know how to maximise storytelling on your website, through video, in email and on each social network.


public sector marketing pros icon 7

Moving from Traditional Public Relations to Agile Digital Communications

How to be build an agile communications team in a 24/7 news cycle is not only a necessity but also a given. You cannot wait for the morning radio show to give you a slot, or get your press release into tomorrow’s paper by 6pm the previous evening. News is now. Tomorrow is too late. This module puts a sharp focus on the media, communications and press teams and how they need to be digitally agile to control the news narrative and be responsive when it’s demanded off them.

On completion of this module you will be able to integrate digital tactics into good PR practice effectively.


public sector marketing pros icon 8

How to Integrate Social and Live Video into Public Sector Communications

Tactics to go front of screen to engage citizens and shape public opinion will serve you well in your ever-evolving digital communications strategy. I will provide blueprints for each digital channel so that you understand why, how and when you need to show up on video. So whether it’s Facebook Watch, Twitter Live, Stories or YouTube, you will learn how to use each platform depending on your communication goal.

On completion of this modules you will have a plan for social and live video for your organisation, a really useful skill in your digital toolbox.


public sector marketing pros icon 9

The Role of Email Marketing in Public Service Communications

Email conversion rates remain impressive and it’s still one of the highest ways to convert online. You don’t have to be selling a product or a service to engage with your audience via email. It’s an acceptable and powerful form of communications that you should have as an integral part of your digital communications plan.

On completion of this module you will be able to launch or re-design email marketing within your department or organisation.


public sector marketing pros icon 10

How to Measure Success in Digital Communications

Understanding metrics that matter to public sector marketers will determine how you measure success. After all, what is point of all our digital communications efforts if we are not measuring them against our goals and KPIs. In this module, you will learn how to measure success on your website, in your email marketing efforts, on each social network and against organisational goals.

This module is critical to digital transformation and empowering digital champions within public sector and Government agencies to win the support of their peers and senior leadership. It will also inform you when you need to iterate what you are doing online.

On completion of this module you will be clear on what metrics matter to your organisation based on your digital communications activities and you will be able to measure success, or otherwise, as a result.


public sector marketing pros icon 11

Redefining Communications Roles and Work Practices in the Digital Age

In this module you will learn how to introduce digital communications seamlessly into work plans. Let’s face it, many communications or marketing job descriptions are out of date. The role you or a colleague may have been hired for has probably changed dramatically, even in the last two years. In this module we also look at how work practices need to change in order to get efficiency and scale digital within your organisation. Remember, digital is everyone’s responsibility but if the communications department don’t lead then you are in reverse mode.

On completion of this module you will have a greater understanding of digital communications work practices and how to alter work flows for better outcomes.


public sector marketing pros icon 12

Your Digital Toolbox

The social media and digital marketing tools you need to improve the efficiencyand effectiveness of your work will be the focus of this module. You will get a series of tools that will help you scale and implement your digital communications from your smartphone, among a team and if working on your own. These tools have been tried and tested by me and we will provide tutorials where required. The most remarkable thing about being a marketer in the Digital Age is that we can fast-track and get better accuracy and results with marketing automation and creative apps.

On completion of this module you will have a suite of digital tools and software to help you implement and manage digital communications more effectively in your organisation.

What Public Sector Pros say:

I asked a group of Public Sector Marketing Pros a series of questions about digital skills and knowledge.

Here’s what they said:
  • 61% are currently engaged in Continuing Professional Development (CPD)
  • 41% said they are willing to dedicate between 2-5 hours per month on professional learning
  • 87% said digital skills are vital to their career progression
  • 32% rated their digital skills as average

Diploma Structure

All 12 sessions take place online and accessed via our Learning Hub.

Replays of videos and learning resources will be available for 12-months as you become a member of our Institute for that period of time.

  • Supporting resources will be included to aid your learning such as policies, templates and tutorial videos.
  • All module content is provided in video, audio, and transcript format.
  • Optional 1-2-1 coaching calls to catch up with Joanne during your modules. 
  • On completion of all 12 modules and submission of your assignment, you will be invited to a virtual graduation and received your Diploma and accreditation. 

Enrol in the Professional Diploma in Digital Marketing for Governement & Public Sector now

Investment of €2,500


Terms and conditions:
Full payment for the Diploma is required before you get access to the learning hub.

If you cannot complete the programme for whatever reason, we will refund you 50% of the total cost. This only applies within 30 days of registering for the course.


Would you like to request more details about this course? Simply drop us an email.

Course Accreditation

Accredited CPD Badge 2022-2024

This course is accredited by the CPD Standards Office in London and recognised in 22 countries worldwide.

Upon successful completion of the Professional Diploma in Digital Marketing for Government & Public Sector course modules and assignment, you will become a Certified Digital Marketing Specialist of the Public Sector Marketing Institute (PSMI). The PSMI is globally recognised as the leader in digital marketing topics for government and public sector with courses designed and developed by practising digital marketing professionals and subject matter experts in local, national and international government, politics, public affairs and public policy.

Post Diploma

When you complete the Diploma, you are ready for new and exciting professional opportunities such as:

Go for promotion

Seek new job opportunities

Become a public sector digital communications consultant

Become a public sector digital expert speaker

Conduct media interviews

Student Testimonials

Fiona Kearns, Campaign and Events Manager, EPP Group, European Parliament

"The Diploma was very informative and well structured. I particularly liked the workbooks with the examples. I find focusing on a challenge and having clear examples and case studies is very helpful."

"I was looking for something very practical and this Diploma really hits the mark. Am enjoying it, though only wish I got more time to spend on it."

"I find the templates very useful as I am starting at the beginning so all of these need to be done, and having a policy behind it is very useful."

"I especially like that the Diploma content is available in different formats. - video, audio, and transcripts. Also, I think that the workbooks are very user-friendly."

"Joanne and her team are great. Very supportive and easy to chat to."

Innovation & Added Value

Working with us Joanne will give you confidence and clarity around digital transformation

Joanne delivers best in class knowledge, tactics and advice

Learn with like-minded public sector marketing pros and feel understood in this community

A whole host of ‘how-to’ tutorial videos, templates and guides that you can use immediately in your workplace

Be known within your organisation and sector as the digital communications expert

One place to find out everything you need to know about new social media trends

Frequently Asked Questions

We have received the following questions from Public Sector Pros about the accredited Professional Diploma in Digital Marketing for Government and Public Sector.

If you have any more questions, send them our way to and we will update this page regularly with new questions and answers.

If you work in a public sector or Government organisation and want to learn how to maximise your engagement and interaction with the public, be skilled at handling any unplanned situations or crises online and/or need to update your existing marketing or communications skills from a digital perspective then yes, this Diploma is for you!
You don’t have to have a certain level of knowledge, as I will teach you best practice from the ground up!

If you are currently seeking promotion or need to lead out digital transformation in your organisation, then this Diploma is certainly for you.

Finally, if you have an ambition to work in Government or public sector this will help you win during interview and selection phase.


Public Sector Marketing Pro

The Professional Diploma in Digital Marketing for Government & Public Sector was developed from my book.