1. Policy Communications
Developing a Plan
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2. What is Policy Communications?
An exchange of information:
relevant to policy audiences
integral to the stages of the policy
process
conducted on a formal or informal
basis
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3. Policy Advocacy Advocacy attempts to:
Urge in favor of a specific outcome
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4. Keep it Simple “The last time we did a communications
plan, it was 80 pages and took
six months”
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5. Steps in the Communication Plan
Sender
Objectives
Audiences Audience Research
Messages
Formats/Channels
Pretest
Evaluation
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6. Mobilize a Team researchers program officials
communication specialists
Editors
production staff
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7. Objectives and Outcomes
Raise awareness among policymakers
about needs for adolescent RH services.
-  Expected Outcome or Results:
Issue agenda of governor’s conference –
Dec. 2001
Positive statements in the press by high-
level officials
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8. Identifying the Audience
 Primary: Who can directly affect policy? program officials
Secondary: Who can influence the policymakers?
Who can stop being an obstacle? production staff
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9. Who are the Audiences/ - Political Leaders - Gov. Officials
-         Program Managers
-         Private Sector
-         Educators
-         Business/Civic Leaders
-         Press
-         Donors
-         Religious Leaders
-         Professional Assoc.
-         Women’s Groups
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10. Know your Audiences Who do they listen to?
What do they know about your topic?
Are they interested in your topic?
What are the best ways to reach them?
(formats and channels)
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11. Audience Research Focus Groups Key Information Interviews
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12. Tips for Developing Messages
 Present two or three points maximum
Tailor the message to fit the audience
Avoid technical jargon
Include actions the audience should take
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13. Determining Formats
 Select formats that are the most appropriate for your audiences
Examples:
-        - Fact sheets, wall charts, booklets, policy memorandums
-         - Presentations: computer graphics, slides
-         - TV and radio spots, news releases
-         - Electronic communication channels ( /internet)
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14. Tips for Conveying the Message
-         Appearance counts!
-         Clarity
-         Brevity
-         Timeliness and Timing
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15. Brainstorm on Opportunities
Develop a timeframe around events: What do they know about your topic?
-         Global or national conferences
-         Legislation for laws/regulations
-         Annual budgeting process
-         Periodic program reviews/evaluations
-         Local celebrations
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16. Pretest! Pretest! Pretest!
 Can dramatically improve the effectiveness of materials
Can be low cost and require minimal effort
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17. Dissemination Plan Should include a schedule of: - To whom - When
-         By what means
-         By whom
-         How often
-         How many
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18. Evaluation Performance Impact - Did activities bring about the desired
- Were all the activities implemented,
delivered, and on time?
Impact
- Did activities bring about the desired
change?
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19. An Effective Communication Plan Relies on:
Audience-centered approach
Ongoing communication activities
Disseminating information at the right time, for the right length of time
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20. If well designed
Policy communication activities and materials create demand
- - More requests for information
- - More influence over policy
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