Emergence of policy communications in India

Policy communication is a process to effectively convey policy-related information to diverse stakeholders, including policymakers, government officials, the public, media, corporate, Think Tanks and civil society organisations to name a few. It is important and required so that policies can be understood clearly, received and implemented by engaging in transparent, data-driven and persuasive messaging.

In India, policy communication has evolved and undergone a significant transformation over the years, evolving from government-led information dissemination to a more participatory and digital-driven approach. The increasing role of media, technology and citizen engagement has shaped how policies are framed, conveyed and implemented.

Context

In India, historically policy communication referred to reports from governments and circulars, and was meant for government gazettes, policymakers and sometimes used as a Press Release. Soon both broadcast and television channels started broadcasting policy changes to inform the general public. This traditional approach included debates and discussions in both the Rajya Sabha and the Lok Sabha which were used as platforms to discuss policies.

Following this digital and interactive communication came into vogue where social media platform is used effectively by Governments and officials to communicate information and updates regarding programmes and policies.

For example, in 2014, the MyGov Platform was introduced to ensure that there was constant engagement with citizens to primarily discuss, share and receive feedback. In addition to the above Parliamentary Sessions are streamed live to ensure transparency.

Another important component is the active participation of media, Think Tanks who serve as outlets and help in playing an important role in forming public opinions.

Data-driven insights have become the norm of the day, as a result, Think Tanks, NITI Aayog and other organisations have begun to provide evidence-based information/recommendations using data available from Government and other reliable sources.

Importance of Policy Communication

In today’s world of public policy making policy communication plays a crucial role for the following reasons:

• Avoids confusion and sharing of incorrect information by providing clear, accurate, and timely information
• Increases public awareness by warranting that the public is aware of their rights, understands policies and how they are implemented
• Ensures that citizens participate democratically in policy-making decisions and follow informed decision-making
• Aids in building consensus and support which helps policymakers to buy in for a viable and smooth policy implementation

For example, during COVID-19 effective policy communication strategies helped in ensuring safety and compliance.

Key Elements of Policy Communication

• Transparency and accountability foster trust in governance and policy-making processes
• Targeted and customised messages are appreciated and understood by the target audience-simple and without jargon
• Triangulation of data, research and case studies enhances the richness of a policy as an evidence-based information
• Active participation through interactive communication promotes inclusivity through public consultations

Challenges in Policy Communication

• Spread of fake and unidentified information which often affects the credibility of a policy
• Low accessibility and meagre public awareness hampers knowledge sharing with citizens
• Restriction of language (not considering all the people from diverse linguistic background) becomes a barrier
• Less access to digital technology often excludes people who have no access to the same

Policy communication can become more relevant if it is driven by AI-powered technology with data analysis. Increasing the use of regional languages will help in reaching out to more people and enhance outreach. Organising meetings and consultants with stakeholders will ensure inclusiveness and provide a space to listen to everyone’s opinion and point of view.

In short, policy communication in India will improve to ensure transparency, engagement with the public and participation and ensure that policies are understood, accepted and useful.