16. The source of information is as influential as the content

The source of a particular piece of information can have a large impact on whether or not the information is regarded as credible, and how quickly it enters into the policy domain. The conveyor of information plays an important role; some individuals are trusted more than others, and this is not necessarily correlated to their expertise. Gladwell, author of The Tipping Point, identifies three types of people who are all significant in information processes: connectors are networkers who know who to pass information to and are respected by key players; mavens are information specialists who acquire information and then educate others; and salesmen are charismatic and persuasive people who are listened to and believed where others would be ignored. This model would suggest that those who wish to influence policy processes need to be connectors and salesmen – or collaborate with such people. They may also need to find ‘mavens’ among policy makers who will pass on the evidence, and who will secure its credibility among other policy makers.

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