Creating effective communication for government policy can be tricky.
Policy language is rigorously evaluated for legal impact, often calling for precise and inflexible terminology. This poses unique challenges for policy communications, which must accurately convey the substance of the policy in plain language without losing that legal nuance.
At Spire, we support multiple regulatory agencies, as well as the partner organizations that support their efforts. We communicate policies that have profound effects on industries and individuals.
Policy communications can take many forms, from using public relations to secure media hits, to using web and social media campaigns to speak directly to regulated organizations and the general public. Regardless of the tools used in crafting a policy story, applying best practices in policy communications is the key to effectively reaching, engaging, educating, and shifting behavior.
Here are five principles we follow when crafting policy communications:
1. Highlight impacts by audience
Every communicator knows that a communications plan begins by defining the audiences.
Virtually every federal policy is multi-faceted, with different benefits to different groups. For example, health care and health technology policies affect many people: patients, providers, payers, developers of health IT, and other government agencies, just to name a few. And they don’t all necessarily benefit from the same parts of the policy.
So, rather than trying to communicate every benefit of the policy to all these audiences in a single piece of collateral, it’s more effective to capture the impact of a proposed or new rule on the specific audience.
2. Create a hierarchy of materials
Given the need to engage multiple audiences, an effective policy communications effort cannot be reduced to a single deliverable.
Consider all the marketing and outreach channels that are available to advance the goals of the agency. Choose tactics that support an effective breakout of messaging into digestible pieces that can also diversify reach.
Capture the primary message in a high-level summary or overview, then supplement with supporting deep dives that provide more nuanced explanation for the target audience.
3. Use evidence-based narratives
By necessity, policy is often highly technical. As communicators, our job is to pull the camera back and highlight the real-life impacts the policy will have – to tell a story about challenges and frame the policy as a solution.
Data and evidence hold the key to shaping that story and bringing it to life. Policymakers and agency subject matter experts rely on statistics, surveys, and academic research – and so should you.
For example, statistics on population health can help support the narrative for why a community-based outreach policy is needed. Figures and numbers showing government and industry adoption of technology or programs can demonstrate the effectiveness of preceding policy and the case for more.
With meaningful data points, you can craft a narrative arc that highlights the tangible impacts of the policy by showing where we’ve been and where we’re going.
4. Embrace plain language
Clarity is non-negotiable for communicating policy.
Policy documents are often full of jargon, complex terminology, and cloudy citations of other rules. Porting language directly from a rulemaking document into public- or industry-facing communications materials can confuse and alienate readers and dilute your message.
For this reason, plain language is king – particularly for policies that affect the general public. Wherever possible, use common terms and straightforward phrasing to make the policy materials understandable to all target audiences.
5. Engage stakeholders to maximize reach
Regulatory agencies rely on input from individuals and organizations that represent the people and industries affected by a given policy – for example, other government agencies, professional associations, and community organizations.
These stakeholders are directly connected to your target audience.
By collaborating with stakeholders, you can optimize distribution channels and methods to reach your intended audience effectively. Engaging stakeholders not only broadens your reach but also builds a sense of ownership and investment in the policy. When stakeholders feel involved, they are more likely to support and advocate for the policy, increasing the reach of your campaign.
Fostering trust in government
Effective policy campaigns demand expert communications strategy, a solid understanding of the policy’s technical domain, and a broad awareness of intersecting social, economic, and other impacts.
Done well, a policy campaign not only supports compliance; it also fosters a culture of transparency and trust between the agency and its many stakeholders. Effective policy communications clearly and transparently demonstrate how the policy delivers value to the taxpayer and conveys the agency’s progress in fulfilling its commitments.
If you need a team with a proven policy communications playbook, Spire is at your service. Check out our writing and editing, graphic design, and web services, and let’s make a difference together.
