Guidance for Public Policy Communicators

Public policy communicators have a big role to play in ensuring that policies are effectively developed, reviewed, amended, signed into law and deployed as intended. The work of the policy communicator is to ensure end-to-end communications support for policy making, implementation, reviews and improvements where necessary. The process of consultation, advocacy, communications and engagement must be structured, methodical, evidence based and audience-targeted.

Public policy makers/custodians and communicators must ensure that they focus on their specific tasks and keep the core objectives in view. Depending on the political context of a specific policy, there may be more or less complexity to deal with or manage. The following are some guidelines and principles that may be helpful in this regard.

1. Stay away from the politics of the day. Do your job. A good example of someone who has done this very well in the policy space is the Chairman, Presidential Committee on Fiscal Policy and Tax Reforms. Public & Social Services. His use of social media, traditional media and intensity of communication around the ongoing tax reforms is commendable. Please check out his pages. (And to a large extent – he has been successful because the Bills have been passed in Parliament without any issue. A lot of the initial dissent around the reforms has died down. Significant amendments were made in the version that was initially passed and this may have contributed to what is now its acceptance. And he was not abusive or derogatory or contentious in the process. Just old-fashioned good eitquette communications and stakeholder engagement).
2. Be proactive in your communications and engagement. Do not play politics with your communications or the policy-development and implementation process. Leave that to the politicians and their spokespersons.
3. Use explainer content and visual communications to reach identified audiences. Be intensive and immersive in your communications. Engage broadly and widely, Break down the messaging per audience segment. Use the full spectrum of PESO model (paid, earned, shared and owned media) to inform, persuade, guide the public on what to expect from the policy. Use as many platforms as necessary to get the message across to different audience and stakeholder segments.
4. Be ethical in your approach to policy communication. Do not conceal information from the public just to get the policy passed without controversy. Highlight likely areas of concern to the audiences and stakeholders or citizens most likely to be impacted. Provide content, clarification about the intent of the policy. Involve the people. Learn from the mistakes made in the Kenya finance bill situation in 2024 last year. Trust once squandered is not easily regained.

Sola Abulu & Associates (SA&A) is a strategy and communications training and consulting firm focused on enabling businesses, brands and institutions to achieve their desired objectives through strategic communication, organizational effectiveness and reputation risk management. Contact us on consulting@solaabuluassociates.com for consulting enquiries. Contact us on training@solaabuluassociates.com for training enquiries. Visit our website www.solaabuluassociates.com Subscribe to our YouTube channel Enrol for our play-on-demand course on public sector, policy and political communications.