Whenever public policy professionals want to comment on existing or proposed legislation or effect government policy that could have an impact in their sectors, the subtle art of communication is a key skill that they must rely on. And especially when putting forward their organisation’s point of view, this must always be done in a constructive way, highlighting the areas they feel need to be brought to the attention of policy makers to drive positive change. It’s not an easy balance to strike, and in this article we offer some top tips on how to communicate more effectively.

Compelling public policy communications

In order to be recognised as experts and build trust in their particular field, public policy experts must seek to increase their visibility and build their own personal brands online and on social media. Raising awareness of critical issues can be achieved through a range of channels and means, from blogging to writing articles on third party sites and promoting thought leadership. This not only grows connections and followers on platforms such as LinkedIn and Twitter but also raises your own as well as your organisation’s profile. And the more consistent you are, the more your opinion will be sought by media and various other outlets.

As with any form of communication, whether a blog or policy briefing note in which you set out your various recommendations for public policy makers, you must always think about putting yourself in the shoes of your audience and tailoring your content accordingly. With members of parliament and government officials being notoriously short on time and bombarded with information, you need to be clear and concise – there is no room for waffle, so get to the point quickly. Focus on the facts and avoid jargon, as not everyone will be an expert in your field, so factor that in to the equation.

Policy makers want to know how long your proposal will take to implement, so mention timelines. Other things to consider when outlining information and research is to think about format and structure, so that the findings are easy to follow. Adding visuals and graphs will also help with readability. But once again don’t assume prior knowledge, so make sure you explain everything in simple terms. The timing of the publication of your article ought to be considered too, so try and avoid busy news days (although you cannot legislate for sudden external events).

Effective public policy communications

Where possible, of course, focus on the concrete results that your changes will bring. Do you have evidence that this solution has already brought about desired outcomes in other countries? But equally highlighting risks and challenges is important, so don’t ignore these. Once again, honesty is the best policy so be sure to mention any issues or negative consequences, as government officials are always very careful when it comes to spending public funds. Will your ideas require any changes or modifications to existing legislation? Are there any ethical or environmental considerations?

In the case of scientific uncertainty, when it can be difficult to express hard facts given a lack of knowledge as to eventual outcomes, communication must be honest, recognising the shortcomings of any research or evidence that is being presented. Here you would need to be clear and open, specify that any recommendations are tentative, yet despite any limitations, keep these separate from the important evidence that you are discussing and its relevance to policy makers. This a tricky area of communication, and handled in the right way, can enhance your reputation and credibility.

What public policy professionals must also do is think about the broader picture and how their recommendations can be put into practice. Outlining the steps needed to make the changes happen is important. Mention any other government stakeholders that might need be involved or potential partners such as non-profit organisations. And, vitally, be clear on the monetary implications, so a cost-benefit analysis must be included to not only highlight the financial outlay but also any potential longer-term savings. Covering off all these points will make the life of the public official significantly easier and is likely to allow more time invested into your proposal.

So, what are the key lessons for communicating on public policy? It all comes down to presenting your case in an objective way, focusing on hard facts, presenting the reasons why the government should consider your proposal while at the same time being upfront about potential risks, costs and timelines of implementation. Honesty really is the best policy.

Find out more about some of our latest policy jobs

Take a look at some of our other blogs

Follow us on LinkedIn