Strategies for Effective Communication to Influence Public Policy

The journey from a bill’s introduction to its enactment as a law is an intricate process that requires meticulous tracking and understanding at every step. When your organization may be impacted by a piece of legislation, how, what, and when you communicate can have an impact on the outcome of the bill. Effective legislative communications also allow you to strategically shape policy debates.

Understand the Legislative Process

To be successful, you must become familiar with the legislative process. You don’t need to engage in lobbying, but instead understand the connections between public opinion, policy formation, and government decision-making, so your communications are impactful and persuasive. This will help you know exactly when to communicate at each stage – from the bill’s introduction to committee hearings to amendments to final voting to signing into law. It’s not only important to track the bill’s progress, but to understand how each change can impact the bill and ultimately your organization. Staying informed means you can anticipate challenges and opportunities, then adjust your strategy and messaging accordingly. 

Identify Your Stakeholders

As always, effective communications also require defining your audience. The goal is to identify and engage stakeholders to build support or opposition to a bill, depending on the issue. Each group will have different concerns and different understanding about the issue and legislative matters.

Create Targeted Messages

When developing your messaging, remember that not everyone understands the issue as deeply as you do, and they might not even understand the legislative process. So, your messaging must take into consideration these knowledge gaps. Using facts isn’t enough, you need to break down the issue into terms that resonate with your audience. Highlight how the bill impacts each of your stakeholders, along with how it will impact your organization. Use real examples along with potential scenarios to make your message relatable and understandable. As you monitor the bill’s path through the legislative process, adjust your messaging and tactics to achieve the desired result – whether that be to kill the bill or get it to the governor’s desk.

Be Clear and Concise

Legislation can be complex, so your communication needs to be concise while also comprehensive. Focus on the key issues and how they will impact your stakeholders. Be brief, but make sure you aren’t leaving out critical information your audience needs to understand the issues. Use bullet points or infographics to make these complex issues easier to understand.

Use Multiple Platforms to Get Your Message Heard

Not all of your stakeholders get information in the same places, so you’ll want to make sure you are utilizing all platforms possible. Adapt your message for different platforms. A detailed op-ed, blog, or newsletter can provide greater detail and help educate your stakeholders. Social media can be used for quick, timely updates, especially when being the first to inform your stakeholders can make a significant difference. Social media campaigns can also raise awareness about the bill and direct audiences to your website where they can learn more. Additionally, you can reach out to journalists and editorial boards to ensure your organization’s voice is heard by the public and legislators.

For organizations navigating the complexities of legislation, successful communication is not just about staying informed; it’s about actively managing the narrative. Whether the impact is positive or negative, how you communicate legislative updates can influence your organization’s response and resilience. As you apply these strategies, remember that the goal is not just to inform, but to empower your stakeholders and increase support for your position.