Presenting your Case
Public policymakers rely on you to inform their work, but there is no reason why they should have the time or inclination to take notice unless you present your work in a form that is accessible and useful to them. Policymakers are bombarded with information from a variety of sources and if you want them to make decisions based on good scientific evidence, then you have to present that evidence in the right way.
When thinking about your overall communication strategy, think about the range of communication tools at your disposal and the preferred channels of communication for your target audience of policymakers. Key points to bear in mind include:
- Remember that the media is an important and influential channel to reach policymakers and you should read the module on media relations carefully.
- Be clear about your messages and make sure they are compelling for policymakers in your target group. For example, a message aimed at a 'blue skies thinker' in a policy unit may not be appropriate for a civil servant who is working on detailed legislation with a very immediate, practical application.
- Avoid the temptation to communicate with policymakers en masse. For example, it may be tempting to write to all MPs, but always ask the question: why are we doing this? Always target your communications at a specific group, for example the MPs on a particular committee or all party group. If your public affairs strategy is unfocused, this will reflect badly on you and may suggest that your evidence may be unfocused too.
- Don't be seduced into doing what everyone else is doing, particularly if time and money is tight. For example, it may seem like a good idea to exhibit at the annual party political conferences. But this is very expensive and you will be one small fish in a very large pool. Are there more original ways to reach your target audience of MPs and political activists, perhaps by organising a small, high quality seminar at a quieter time in the political calendar?
- Think carefully about the style of your communication. Don't present findings in too academic a style. Remember that communications to senior policymakers are often filtered and digested before they ever reach them. Keep your initial communications succinct and to the point. You can always follow up with more detail if it is requested. If you are asking policymakers to do something specific, such as to chair an event or meet with you, ask directly.
- Always prepare for face-to-face communication with policymakers by having a bullet point briefing ready and make sure you leave some high-impact, succinct material behind after the meeting. Always follow up face-to-face contact with a short letter of thanks reinforcing the main points from the meeting and creating the opportunity for future contact.
- Always emphasise what you can do for policymakers as well as asking what they can do for you - explain how your input will take their agenda forward and support their priorities.
- Be proactive and always look for new opportunities. Don't be complacent and never over-estimate your own contacts and influence. New policymakers and key players emerge all the time and you need to keep attuned to movements and developments. For more on this, see the section on maintaining contacts.
- Think about regular opportunities to contact your target audiences to keep them warm throughout your project. Include more formal activities such as sending them publications and less formal ones such as sending out Christmas cards.
- Always be helpful if approached by a policymaker - they will appreciate and remember it as they are usually working under pressure.