Policy Communication Strategies

Why narratives matter in policymaking - and what researchers can learn from them As a qualitative researcher, I’ve always believed in the power of storytelling to make sense of complexity. In Narratives as tools for influencing policy change, Crow and Jones offer a useful framework for understanding the power of narratives for policymaking. The article outlines two common traps in policy communication: 🔷  The knowledge fallacy – the assumption that facts alone persuade 🔷  The empathy fallacy – the belief that authentic stories naturally evoke universal empathy Both overlook a crucial truth: people interpret information through the lens of their values, beliefs, and emotions. The authors propose a practical alternative: the Narrative Policy Framework (NPF). Rather than relying on instinct or anecdote, the NPF offers a systematic approach to understanding and constructing policy narratives. It identifies the key ingredients that appear across effective storytelling: 👉 Setting: the policy environment, including the social, legal, and institutional context 👉 Characters: heroes, villains, and victims who give the narrative moral texture 👉 Plot: the sequence of events linking causes and consequences, explaining how problems emerged 👉 Moral: the point of the story, often conveyed as a policy recommendation or call to action The strength of this framework lies in its applicability. It can be used by: 🔶 Researchers aiming to study how narratives shape policy debates 🔶 Practitioners seeking to frame issues in a way that resonates with specific audiences Crow and Jones also highlight where narratives can be used to influence policy: from defining problems and engaging with media, to shaping policy briefings and public consultations. This piece is a useful reminder that effective communication isn’t just about evidence or emotion- it’s about how we tell the story. #Policy #Storytelling #PublicPolicy #ResearchImpact

𝐅𝐫𝐨𝐦 𝐎𝐟𝐟𝐢𝐜𝐞 𝐨𝐟 𝐭𝐡𝐞 𝐆𝐨𝐯𝐞𝐫𝐧𝐨𝐫 𝐭𝐨 𝐖𝐡𝐚𝐭𝐬𝐀𝐩𝐩: 𝐇𝐨𝐰 𝐍𝐢𝐠𝐞𝐫𝐢𝐚𝐧 𝐆𝐨𝐯𝐞𝐫𝐧𝐦𝐞𝐧𝐭 𝐂𝐨𝐦𝐦𝐬 𝐀𝐜𝐭𝐮𝐚𝐥𝐥𝐲 𝐖𝐨𝐫𝐤𝐬. "But our people don't use email..." That complaint became our breakthrough. In Government, I watched policies die unread in email inboxes. Then we discovered where Nigerians actually live: 𝐖𝐡𝐚𝐭𝐬𝐀𝐩𝐩. Suddenly, information moved at the speed of forwarding. Live updates. Photos. Videos. Voice notes in Yoruba/Ekiti dialect, explaining new policies. The Governor, Commissioners, and other officials were in different groups, which received real-time feedback from citizens. I was in about 25 WhatsApp groups. Ward meetings. Women in Politics. Media teams. Each one is a direct line to citizens who'd never open an email. 𝐓𝐡𝐞 𝐖𝐡𝐚𝐭𝐬𝐀𝐩𝐩 𝐏𝐥𝐚𝐲𝐛𝐨𝐨𝐤 𝐓𝐡𝐚𝐭 𝐖𝐨𝐫𝐤𝐬: 𝐓𝐡𝐞 𝟕-𝟑-𝟏 𝐑𝐮𝐥𝐞 Every message: • 7 seconds to read • 3 key points max • 1 clear action 𝐕𝐨𝐢𝐜𝐞 𝐍𝐨𝐭𝐞𝐬 > 𝐏𝐃𝐅𝐬 60-second policy explanations. Local language. Reaching out to all. Literacy barrier? Gone. 𝐕𝐢𝐬𝐮𝐚𝐥𝐬 𝐓𝐡𝐚𝐭 𝐓𝐫𝐚𝐯𝐞𝐥 Not paragraphs. Pictures. Before/after photos of ongoing and completed projects. Simple charts. Step-by-step guides. If it can't be understood at a glance, it won't be forwarded. 𝐑𝐞𝐚𝐥 𝐄𝐱𝐚𝐦𝐩𝐥𝐞: 𝐀𝐠𝐫𝐢𝐜𝐮𝐥𝐭𝐮𝐫𝐞 𝐒𝐮𝐛𝐬𝐢𝐝𝐲 ❌ 𝐎𝐥𝐝 𝐰𝐚𝐲: "Visit LGA office with 5 documents" 𝐑𝐞𝐬𝐮𝐥𝐭: 12% participation ✅ 𝐖𝐡𝐚𝐭𝐬𝐀𝐩𝐩 𝐰𝐚𝐲: • Voice note in local dialect • Photo of documents needed   • "Type YES to register" • Agent comes to you 𝐑𝐞𝐬𝐮𝐥𝐭: 67% participation 𝐓𝐡𝐞 𝐏𝐨𝐰𝐞𝐫 𝐌𝐞𝐭𝐫𝐢𝐜𝐬: • 𝐆𝐫𝐞𝐞𝐧 𝐭𝐢𝐜𝐤𝐬: 98% delivery • 𝐁𝐥𝐮𝐞 𝐭𝐢𝐜𝐤𝐬: 87% actually read • 𝐅𝐨𝐫𝐰𝐚𝐫𝐝𝐬: 65% shared it • 𝐏𝐫𝐨𝐛𝐥𝐞𝐦𝐬 𝐬𝐨𝐥𝐯𝐞𝐝: Within 24 hours The Governor and other top government officials in the group? 𝐒𝐨𝐜𝐢𝐚𝐥 𝐥𝐢𝐬𝐭𝐞𝐧𝐢𝐧𝐠 𝐨𝐧 𝐬𝐭𝐞𝐫𝐨𝐢𝐝𝐬. Farmers and market women asking questions directly? 𝐃𝐞𝐦𝐨𝐜𝐫𝐚𝐜𝐲 𝐢𝐧 𝐚𝐜𝐭𝐢𝐨𝐧. Policies explained by beneficiaries? 𝐓𝐫𝐮𝐬𝐭 𝐦𝐮𝐥𝐭𝐢𝐩𝐥𝐢𝐞𝐝. 𝐓𝐡𝐞 𝐁𝐨𝐭𝐭𝐨𝐦 𝐋𝐢𝐧𝐞: 200 𝐦𝐢𝐥𝐥𝐢𝐨𝐧 Nigerians have phones. 95% have WhatsApp. 30% check government websites. Your audience isn't on your platform. You need to be on theirs. It is called grassroots communication. Which policy could you WhatsApp today? #GovernmentComms #WhatsAppStrategy #PolicyImplementation

Most comms plans are just a list of things to do. But a list of tactics isn't a strategy. If you start your planning by choosing channels—"We need an intranet news item and a poster"—you’re working backwards. A solid comms strategy doesn't start with the what. It starts with the outcome. I always use the Know, Feel, Do model to get there: - KNOW: What is the factual, relevant, specific info they need? (The context, the 'why', the deadline). - FEEL: This is the one we usually skip. Do we want them to feel supported? Reassured? Motivated? And what would you need to do to get your audience feeling that way? - DO: What is the specific action they need to take? If there's no "do," why are you sending it? Before you draft a single word, map these three out. If you can’t answer them, you aren't ready to hit 'send'. Know / feel / do is often a key 'lightbulb moment' from the workshops I run. I'm curious to know - what's been a comms 'lightbulb moment' for you? 🧐 [Image description: Blue tile with black headline text that reads: Start your comms strategy with the end in mind. Below in a white circle is a hand-drawn cartoon in shades of grey, featuring three figures. The first figure looks thoughtful and the thought cloud above its head reads 'Know'. The second figure smiles and has a love heart on its chest, with the word 'FEEL' above its head. The third figure is running, with the word 'DO' above.]

❗ Reframe Your Messaging: How to Communicate When the Ground Shifts Right now, a lot of nonprofits are in a tough spot. Between the Big Beautiful Bill, new executive orders, and shifting federal priorities, programs that people rely on are facing cuts or sudden changes. That creates not just financial pressure—but communication pressure. When funding is uncertain, what you say (and how you say it) can make the difference between keeping your community’s trust and watching it erode. In moments like these, communication isn’t just about looking good—it’s about holding things together. This guide offers practical tools to help: 🔹 Audience Messaging Framework – Adjust your tone, purpose, and framing for each group you speak to—whether that’s clients, donors, funders, policymakers, or the media. 🔹 Narrative Risk Filter – A quick gut-check to make sure your message is clear, credible, and aligned with what your audience values. 🔹 Rapid Response Checklist – Steps to keep your messaging steady and mission-focused even when you’re responding fast. It also shares framing strategies that shift the conversation away from panic and toward continuity, collective action, and the essential nature of your work. The goal is simple: help you speak with honesty and direction, so your community knows you have a plan and a path forward—even in uncertain times. If your organization is feeling the squeeze right now, these tools might help you navigate the noise without losing your voice. #Nonprofit #StrategicCommunications #FundingCuts #NonprofitStrategy #Advocacy

Many of the Brussels policy comms teams I’ve met think they need extraordinary ideas to stand out on social media. Something WOW. They’re wrong. What they need is better framing. But before we get there, one uncomfortable but important truth: Nobody owes your content their time or attention. Assume people scroll and read your posts: - while eating lunch one-handed, - scrolling mindlessly on the toilet, - or rushing between meetings. They don't care that your content is important to YOU - they care what's in it for THEM. That’s why this question is your best frame for your content: “𝗦𝗼 𝘄𝗵𝗮𝘁?” Your post will likely get ignored if you can’t answer it clearly. Next time, when drafting content, run a “so what?” test: - Reacting to a Commission’s proposal? Don't just say "we welcome this." Share your point of view - why it matters, what changes, and what’s next. - Did you publish a policy paper? Don’t just drop the link - highlight the contrarian or surprising insight within it that makes people want to read more. - Did you update your brand identity? Don't just show the logo. Describe your values, or tell the story about your mission. Curious to know your thoughts on that approach! Let’s discuss in the comments. 👇

How do we make the Amazon rainforest relevant to politicians? Last week, I was asked to tackle a tough challenge: delivering a hopeful message on Amazon conservation amid daunting political headwinds. I structured my remarks around: 1️⃣ Positive trends in the Amazon 2️⃣ Why success stories matter—they empower people to act rather than feel overwhelmed 3️⃣ How framing can engage audiences beyond the usual "choir" 4️⃣ Strategic communications Reframing the Amazon for Broader Impact (3️⃣) To make the Amazon relevant to U.S. decision-makers currently in power, Amazon advocates must connect conservation to politicians’ priorities. A few potential angles, among many presented: ✅ National & Economic Security: Deforestation disrupts water supplies, agriculture, and livelihoods, potentially driving mass displacement and migration pressures at the U.S. border. ✅ A Strategic Asset: The Amazon regulates global rainfall, impacting agriculture—including U.S. farms. Instability there can drive up food prices at home. ✅ Law & Order: Illegal logging, gold mining, and deforestation fuel organized crime, drug trafficking, and human rights abuses. ✅ Property Rights & Local Control: Indigenous- and community-led conservation are important forms of “responsible” management without top-down overreach. ✅ Faith & Morality: Protecting the Amazon aligns with religious values—stewardship of creation. ✅ Supply Chain Resilience: Destruction breeds market volatility. A stable Amazon supports stable supply chains and economies. Strategic communications (4️⃣) To make conservation efforts more effective, advocates for the Amazon need to consider how they communicate to various audiences: 🔹 Audience Targeting: Tailor messages to specific groups. 🔹 Solutions Journalism: Highlight what’s working, not just what’s wrong. 🔹 Influencers Over Institutions: People trust familiar voices more than experts—leverage parasocial and peer-based influencers. 🔹 Shift Messaging: From “experts say” to “people like you say.” 🔹 Emotion Over Data: Facts inform, but emotions drive action. Facts of course are still critical. 🔹 Personal, Not Just Global: Make issues locally relevant. 🔹 Prebunking Misinformation: Equip audiences with accurate information before falsehoods take hold. 🔹 Transparency Builds Trust: Show, don’t just tell. People are more likely to trust science they understand. 🔹 Visual & Shareable Content: Simple, striking formats travel further. 🔹 Support Local Media: Community-based storytelling can resonate deeply. 🔹 Foster Collective Action: Shift from individual guilt to shared solutions. The overarching message: the challenges are immense, but so are the opportunities. Broadening the constituency for the Amazon will help better protect it.

The #24HourEconomy has been launched—a bold vision for Ghana’s growth and one of the flagship initiatives of the Mahama administration. But a launch is not a legacy. Where is the post-launch communications plan? Policies only become transformative when citizens understand them, see where they fit, and know how to take part. Right now, too few Ghanaians can explain what this economy means for their livelihoods, businesses, or daily lives. A strong post-launch communications strategy should: • Break down the policy into simple, relatable terms—so the average trader, entrepreneur, or worker sees its relevance. • Create sector-specific engagement—so industries know how to align and benefit. • Establish feedback mechanisms—so government listens, adapts, and builds trust. This isn’t just good PR; it’s good governance. Without ongoing, intentional communication, even the best policies risk becoming political slogans rather than economic drivers. For the 24-hour economy to succeed, we must treat communication as infrastructure—essential, continuous, and citizen-centered. I touch on this and other aspects of governance communication in this episode of #CivicSignal : https://lnkd.in/dW4ycPXq #GovernanceCommunication #PublicPolicy #CivicEngagement #Ghana #24HourEconomy #Development