The role and influence of communication in public policy is not only relevant and important, but also, as a communicative choice, it improves narration by using the right language. It is a well-known fact that public policy is gauged through the lens of intent to include welfare, reform, equity and relevance.
However, practically, the success of a policy focuses on what it wants to deliver rather than how it is communicated. One should understand that in the space of governance, communication is an integral part and not an accessory. For example, the policy cycle stages formulation, approval, implementation and evaluation, will not be complete if interpretation is not communicated well.
Typically, public policy should be seen through the lens of textual built, communicative legitimacy and linguistic framing. One needs to understand that a policy journeys through files, presentations, circulars, discussions and media briefings. It also needs to be known that every step has to be understood and interpreted without ambiguity. Emphasis needs to be laid on conceptual clarity, and the said audience needs to grasp the nuances and recognise the purpose. In this sense, communication acts as an administrative infrastructure to ensure that a policy is coherent.
Journey of policies using effective communication
Ideally, effective communication makes a policy legitimate, and one should understand that a policy does not travel or communicate to an impact story on just facts. It needs to be fashioned in a way that the general masses are able to relate to it and understand the basic nuances of the same. Effective communication makes a policy a shared public use and not merely “facts on paper”. Strategic communication helps in durability, legitimacy and deep understanding of a policy. It involves different stages to include agenda setting, implementation, evaluation, dissemination and sharing the relevance. To elaborate, the stages are:
- Set Agenda: Identify and frame problems
- Design Policies: Develop objectives
- Time the Narrative: Know the need-right information at the right time
- Build Public Trust: Be transparent and accountable
- Implement: Simplify messages keeping in mind the intent
- Understand Feedback: Ensure two-way communication
- Make it Sustainable: Focus on the “why” part rather than the “what” part
Does a policy fail without communication?
Yes, when there is no strong communication, messages are misinterpreted and policies fail since communication is never given a priority. The journey of a policy begins when a problem arises, even before it is approved by policymakers. Effective communication comes into foray when one requires clarity (on the said problem), understanding across relevant government departments and knowing the challenges of communities.
Stakeholders like field officers, district administrators, NGOs and implementing agencies rely on their understanding of a policy based on assumptions rather than what really should be understood.
One of the significant misconceptions is that the public does not accept a policy since they misunderstand, and not because they want a reform in place. This clearly shows the gap that needs to be addressed between what is intended and what is implemented. Government officers are not only expected to be implementers but also play an important role in interpreting a policy.
On a brighter side, there have been policies that have been understood, well-received and found useful, simply because they have been communicated and interpreted in an effective way and in a language that has been easily understood by communities.
Case Study 1: When Effective Communication Helped Policy Influence
In 2014, the government introduced the Swachh Bharat Mission (SBM), which aimed to end open defecation. It focused on health and dignity, which appealed to communities. Communication was channelised keeping in mind the varied stakeholders — government officials, field officers and communities.
A consistent and continuous broadcasting the programme and its importance helped in understanding and acceptance of the SBM policy. What was interesting was that it broke the myths regarding social stigmas and emphasised the practical and help-related aspects.
Case Study 2: When a Policy Failed
Farm laws introduced in 2020 were introduced to liberalise agricultural markets and help farmers’ choices. Ineffective communication focused on legalities and technicalities rather than the concerns of the farmers.
The small and marginal farmers were concerned about the visibility of the mandi and had a grievance redressal in place. Instead, miscommunication led to the State’s formal authority, and as a result, there were huge protests which lasted for several months.
The success or failure of a policy relies not only on approval but on how it is communicated. The broad outcomes often rely on clarity, language, intent, audience and relevance. Effective communication helps in shaping a policy due to good design and clarity.
Banner image by Andrea Piacquadio: https://www.pexels.com/photo/woman-in-white-blazer-holding-tablet-computer-789822/
