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Policy influence is a project in its own right. Careful planning
and review is at the heart of managing and implementing it successfully.
All good influence planning has three simple stages at its core:
Planning calls for considered identification of objectives, careful
analysis of the policy audience and targeted promotion of the evidence-based
message. The first step is identifying how policy would change in
response to the evidence - what is the policy change objective and
message? The second step is working to identify who could influence
these changes - who is the policy audience? The third step is packaging
and delivering the message - how do we want to promote? Constant
review is important, and this 'what, who, how' becomes a cycle that
iterates until the objective is achieved.
Detailed Outline of the Process
Think of three basic steps in planning and implementing a policy
influencing strategy or 'project'.
- First, consider what evidence you are working with and the
message it communicates. What is the story that
you are trying to tell or communicate? If successful, what are
the implications for policy change? This is the policy objective
and message.
- Second consider the audience you are targeting. Who,
in government and among opinion leaders, do you need to tell the
message to and whose decisions do you need to influence. Where
are the supporters, entry points and policy hooks and opportunities
you can hang your proposals on in a timely and focused manner?
Where are your detractors?
- Third, consider the how to promote the message to the
audience. How can the information best be delivered? How
should the message be packaged? Who should deliver it and in what
context? What alliances can you develop, mobilise or organise?
When is the best time to promote it?
As the policy influence project progresses objectives, messages,
target audiences and promotion strategies should continue to be
reviewed, assessed and if possible improved.
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