Oluwatobiloba Akerele leads strategic communications for the U.S. President’s Malaria Initiative for States (PMI-S) project. The Management Sciences for Health-led PMI-S project works through partnerships with various organisations, national and state government agencies to improve the quality of and access to malaria prevention and treatment services in Nigeria.
Strategic communications professionals wield the power to influence opinions, frame narratives, and mobilise communities for positive action. There is an interplay of the components of strategic communications, public policy, and advocacy has never been more critical to achieve positive change in the society. This interplay recognises that the role of strategic communications goes beyond conveying information to catalysing action, and fostering an environment where policy can serve as a tool for social transformation.
Public policy encompasses the decisions and actions taken by governmental bodies to address societal issues. It shapes the frameworks within which communities operate, influencing everything from healthcare access to education, environmental protection, and civil rights.
Effective public policy can address systemic inequalities and foster an inclusive society, while poorly designed policies can exacerbate existing problems. Effective communication can enhance the implementation and acceptance of policies.
I have been involved in advocacy activities that resulted in strategic modifications to government policies related to malaria interventions across the states supported by the PMI-S project. This experience has equipped me with valuable insights into the policy-making process and the importance of effective advocacy in addressing public health challenges.
The points below highlight how best strategic communication professionals can effectively leverage public policy to enable social change, drawing on theories, case studies, and best practices.
Research and strategic framing
Framing is a critical communication strategy that influences how an issue is perceived. By framing social issues in a way that resonates with target audiences’ research-based needs, strategic communicators can motivate action and support for policies.
The anti-tobacco movement effectively utilized framing to shift public perceptions and garner support for policies such as smoking bans in public places and increased taxes on tobacco products has been notably prominent in the United States.
Various states, including California, have been at the forefront of these efforts, implementing comprehensive smoking bans and high tobacco taxes as part of their public health strategies.
The movement has also inspired similar initiatives in countries around the world, including Australia, Canada, and the United Kingdom, where similar public health narratives have been employed to reduce tobacco use and its associated health risks.
Stakeholder Engagement
Engagement is vital for effective communication and policy modifications. Identifying and involving key stakeholders, including community members, policymakers, and advocacy groups, can enhance the legitimacy and impact of policy initiatives. Resistance from established stakeholders or policymakers can impede the advancement of new policies.
Understanding the motivations and concerns of these groups is essential for strategic communicators seeking to foster acceptance and support for change.
Communities that are directly affected by policies should be at the center of the communication process. For example, The National Housing Policy in Nigeria reflects stakeholders’ needs and concerns of local residents. Engaging stakeholders not only fosters trust but also enhances the likelihood of successful policy implementation.
Technology and Digital Platforms
Technology offers digital solutions and unprecedented opportunities for outreach and engagement. Strategic communicators can leverage social media, websites, and digital applications to disseminate information, mobilise support, and advocate for policy changes.
For instance, the #MeToo movement exemplifies the power of digital communication in driving social change. Through social media, individuals shared their experiences with sexual harassment and assault, creating a groundswell of support for policy changes addressing workplace harassment. The movement’s success in influencing public discourse and prompting legislative changes demonstrates the effectiveness of digital engagement.
Coalition-building
This is essential for amplifying voices and increasing influence. By uniting diverse organisations and stakeholders around a common cause, strategic communicators can create a more formidable force for change. Global climate action networks, such as 350.org, have successfully brought together environmental groups, scientists, and grassroots organsations to advocate for stronger climate policies.
Evidence-Based Advocacy
Grounding advocacy efforts in research and data enhances credibility and effectiveness. Strategic communicators should utilize evidence to support their claims and policy recommendations.
Global health advocates have effectively used data to highlight the extent of the problem and the need for policy interventions. By presenting compelling statistics and research findings, they have successfully influenced policymakers to take action, resulting in new regulations and funding for addiction treatment programs.
Storytelling
Storytelling is a powerful communication technique that can humanise social issues and create emotional connections. By sharing personal narratives, advocates can illustrate the real-world impact of policies and motivate action.
Monitoring and Evaluation
To assess the effectiveness of communication for positive social action, it is essential to monitor and evaluate. There is a need to set clear objectives, measure success, evaluate outcomes, and modify strategies based on feedback.
For instance, after a campaign advocating for healthcare reform, evaluating the reach and impact of messaging can provide insights for future initiatives, ensuring that lessons learned are applied to subsequent efforts.
Strategic communicators need to be collaborative, creative, and committee, to ensure public policy drive for social progress, ensuring that social needs are addressed. Strategic communication professionals can ensure policies reflect the collective aspirations of communities by catalysing action for equitable societies across the world.
