I love policy because it’s one of the vital instruments to make the change we want to see in the world happen. But a policy without the right communication strategy is like building a bridge no one knows how to cross.
As a communications professional who has worked across diverse sectors, I’ve seen first-hand how powerful the link between policy and communication truly is. The best policies can fall flat if the public doesn’t understand them — or worse, mistrusts them. That’s why communication isn’t just a support function — it’s a core part of policymaking.
For instance, during the pandemic, we saw many examples of brilliant public health policies around the world that failed because of communication failures. I don’t want to cite examples.
The truth is that public trust doesn’t come from policy documents alone — it comes from clear, timely, empathetic messaging that meets people wherever they are. Strategic communication helps shape the narrative, anticipate concerns, and ensure people not only hear the message but also feel included in the solution.
It is more than announcements. Strategic comms brings insight to the policy design process itself. It helps us understand the audience, test messages, and make policies more responsive to real-world needs. When done well, communication doesn’t just transmit policy — it strengthens it, builds trust in institutions, and supports lasting behavioural change (a key aspect of policy).
When policy and strategic communication move in step, the impact is far greater — for communities, for systems, and country.
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