Importance of strategy in public policy and communication

Strategy is neither a set of norms, goals or long-term plan to ensure stability. Simply put, it is a ‘unique way to create value in sustainability’. Simply put, it is a strategy in public policy and is like a compass — it guides decisions, aligns resources, anticipates roadblocks and helps achieve impactful change. Without a strategy, policy risks becoming fragmented, reactive and ineffective.

In communication, a strategy is important since it ensures that a message is not only clear and focused but also timely and effective. It avoids shooting arrows in the dark and helps provide the right information at the right time for the right audience.

Why is strategy important in public policy?

A strategy in public policy not only steers decisions but also ensures that it aligns resources, identifies challenges, and, most importantly, aids in achieving impactful goals. Some of the main reasons include:

• Use resources effectively by ensuring that human and financial resources are used to the maximum and that timelines are met
• Ensure that the clarity and purpose of vision, mission and goals are achievable and prevent ad hoc decision-making
• Active engagement with stakeholders to ensure that trust is built and build partnerships and ensure inclusiveness
• Identifies potential challenges and risks and helps develop risk mitigation plans and ensures adaptability
• Connects the problem to the solution by adapting the right methodologies and tools for intervention
• Adapts doable monitoring and evaluation systems to correct inefficiency and ensure evidence-based policy making

Read more about public policy:

• Public Policy: A changemaker in the field of education
• Role of social media in public policy
• Technology and Communication in the space of public policy

Importance of strategy in communication

Strategic communication is not just talking, but it includes a purpose which not only amplifies voices but also enables change by ensuring that messages are tailor-made based on the audience and situation. The following reasons can be considered to be important to support the same:

• Knowing the needs of your audience by understanding and identifying the needs of an audience and customise communication to make it relevant and impactful
• Selecting the right channel with tools and platforms that ensure accessibility and enhance engagement and proactive communication
• Answering the questions what, why and who by being consistent and avoiding confusion
• Ensuring that messages are well-timed to maximise visibility and influence
• Allowing evaluation of effectiveness by setting clear goals and metrics
• Increasing credibility by being transparent and managing the perception of the public
• Facilitating internal aspects across various departments and verticals by aligning with broader goals to include policy adoption

Tips to ensure sustainability

1. Know what you are good at, are you unique and do you have the bandwidth to address the same?
2. Ensure that your audience mapping meets all the expected requirements
3. How competitive and unique you are in the market
4. How valuable are your services
5. Are you prepared for risks in the areas of finance, social and general
6. Clear with your goals and objectives
7. Can you foresee the challenges and uncertainties in trends?
8. Are you/your organisation competent and have appropriate resources?
9. Does your revenue model work well to ensure RoI
10. Understand the uniqueness of your organisation and its structure

Strategy becomes a cornerstone in public policy since it bridges the gap between the strategies developed by the government and the public understanding and knowledge of the same. It is also important in a fast-paced and participatory world to know the success or failure of a policy based on how it is communicated effectively.