Paul Mundy Communicating with policymakers Six steps

Paul Mundy Six steps in planning communication Identify and analyse your audience Define your communication objectives Decide on the messages to convey to your audience Select the channels to use Design your information materials Deliver your message

Paul Mundy Step 1: Identify and analyse your audience Who are policymakers? People who make decisions that affect policies and laws  In government, business, funding, implementation Various levels  International  National  Regional/provincial  District/local

Paul Mundy Who are policymakers? President, prime minister Minister of Agric, other ministers National politicians Members of parliament Ministry civil servants Planning commission Advisory bodies Specialist gov orgs National Provincial commissioner State governor State representatives Regional members of national parliament State-level civil servants Province, state, region Mayor, district council leader City manager Local politicians District councillors District agency heads Traditional chiefs Clan elders District, local UN officials Staff of international orgs (African Union…) National gov ministers Ministers and senior civil servants in other govs International negotiators International

Paul Mundy Who provides information to policymakers? Policymakers do not make decisions in isolation They rely on info and advice from many other specialists and organizations You can target them with policy-related information

Paul Mundy Who provides information to policymakers? Specialist research institutes Research institutes, universities Gov researchers, technical specialists NGO–government coordination groups Think tanks Public opinion polls Statistical and analytical organizations Census authority Statistics agency Famine early warning system Market price monitoring service Parliamentary research organization Mass media Radio and TV stations (news, current affairs, documentary, farming programmes) Newspapers, magazines Bloggers

Paul Mundy Who provides information to policymakers? Lobbyists Farmers’ union Crop growers’ association Industry associations Individual firms Individuals Political advisers Ministry specialist advisers and research team Respected academics and professionals Political pundits, newspaper columnists International organizations and NGOs International agric research institutes UN organizations Major donors International and national NGOs Faith-based organizations

Paul Mundy Understanding policymakers’ information needs Policymakers do not want to read your report  They are busy  Most are not specialists in your area  They have many conflicting sources of information

Paul Mundy Understanding policymakers’ information needs So you must:  Present information in a short, easily digestible form  Use language that a non-specialist can understand  Summarize the information  Present clear arguments for a particular course of action

Paul Mundy Education and persuasion are different Education Broadening of options Few options Awareness of complexity More options Persuasion Narrowing of options Many options One option Motivation to act

Paul Mundy When communicating with policymakers You may have to begin by educating them about your issue Then focus their attention on one (or a few) option… and motivate them to choose Education Persuasion

Paul Mundy Step 2: Define your communication objectives Why communicate with policymakers? Communication activity depends on your objectives To achieve visibility for your organization “We need a higher profile in the government.” To alert policymakers to your organization’s experience and expertise “We have a lot of experience on food security that others could learn from.” Education

Paul Mundy Step 2: Define your communication objectives Why communicate with policymakers? Communication activity depends on your objectives To gain policymakers’ support for your activities “We want the Minister to support our new initiative.” To persuade them to change a policy or law “The policy should be changed to increase food availability in Northeastern province.” Persuasion

Paul Mundy How badly do you want things to change? Promote technology to raise yields and reduce hunger Design strategy to get policy adopted NGO Education Persuasion Discovered new way to raise crop yields Prepare info materials and give to policymakers Research institute

Paul Mundy Time Step 3: Decide on your message - 1 What messages will achieve your objectives? Awareness If policymakers are not aware that a problem exists, they will not do anything about it. Importance Analysis Information about the scale of the problem How big is it? How many people are affected? Where are they? Background, causes and effects of the problem Why does the problem exist? What are its effects?

Paul Mundy Time Step 3: Decide on your message - 2 What messages will achieve your objectives? Recommendations Legal language Information about policy options What are options for solving the problem? What are strengths and weaknesses of each option? Evidence in favour of a particular option Why is this option better than the others? Evidence it will be effective (and cost- effective) Proposed language for a draft law or policy Specific wording for a new law or agreement Comment on existing proposal for wording Options

Paul Mundy More on information Policymakers’ needs change over time  In the beginning Info about the existence and importance of the problem  Later Detailed evidence for a particular policy option Specific language for drafting a law More info than you need?  Lucky you!  Keep it in reserve in case you need extra evidence Not enough info?  Dramatic video footage  Human interest story about a family  Go out and get it

Paul Mundy Step 4: Select the channels to use Printed and audiovisual materials Briefing papers, policy briefs Brochures, books, reports Letters, videos Websites, blogs Most common method You produce and distribute materials yourself Mass media Face-to-face Social, professional TV, radio Newspapers, magazines Meetings, conferences Lobbying, briefings Study tours, presentations Friends, trusted associates Social events Ex-colleagues, students Staff hiring Much larger audience But lose control over message Small numbers of people Can provide feedback Very small numbers of influential people ChannelExamplesComments

Paul Mundy Which channel should you choose? Depends on  The nature of the issue  The policymakers you want to reach  What you want to achieve Probably a combination is best  Printed + audiovisual + mass media + face-to-face  Use social and professional links sparingly  Avoid anything unethical (or that could be seen as unethical)

Paul Mundy Step 5: Design your information materials Typically, you will need…  A policy brief  A presentation  A brochure about your project or organization You may also want to prepare:  A video  A poster or exhibit for exhibitions or meetings  Additional handouts and photographs  A press release  Statements to use in media interviews  Information on your website  A report or book with further details

Paul Mundy Policymakers have lots of reading They are likely to read only something that…  Looks attractive  Appears interesting  Is short and easy to read

Paul Mundy Step 6: Deliver your message Printed information  Mail them a hardcopy  Distribute at conferences and workshops  Meet them in person, then give them info materials as a reminder Presentations  Meetings with policymakers. Softcopies  Send as (but don’t spam)  Put it on your website  Distribute via groups or professional social networking sites

Paul Mundy More information Lamb, Brian The good campaigns guide. NCVO Publications, London. Mundy, Paul. PowerPoint presentations on communication. Research Matters Knowledge translation toolkit. Rose, Chris How to win campaigns: 100 steps to success. Earthscan, London. Evaluation Jones, Harry A guide to monitoring and evaluating policy influence. Background Note. Overseas Development Institute, London. Research to Action: