Using the media as a policy influencing tool

The media can be a powerful policy influencing tool.  We’ve all seen the extent to which the political and policy narrative can be forced to follow an agenda set by the media (and vice versa, of course).  

Anyone who has studied, or who is currently studying, public policy will be very aware of the power and role of the media as a policy actor in its own right.  But that theory often has little to say on some of the practical ways in which you can use the media as a policy influencing tool. 

Using the media in this way is not always going to be the best strategy.  There are definitely times when the more quiet, behind-the-scenes tactics will be more fruitful.  But on occasion, using the media can, for example, help to unblock particularly difficult issues, force the hand of policy makers, or change the narrative entirely.

In this post, I take a look at how valuable the media can be as a policy influencing tool, and offer some tips and tricks based on my experience.  When writing this post, I have in mind what you can describe as the ‘traditional’ media.  I’ll return to the power of social media as a policy influencing tool in a future post. 

Tip 1:  Work with the experts 

If you are fortunate enough to work in an organisation that has media or communications capacity, get their advice and support in using the media to support your policy influencing work.  Media relations and communications more widely is a highly specialist skill, and they will have a huge amount to offer to make sure that you are successful as possible.

Tip 2:  Boil complex issues down to their very essence

As policy and public affairs professionals, we have an innate tendency to want to explore complex issues from all angles.  This can sometimes mean that we find it difficult to distil such complexity down.  However complicated the issue might be, you’re going to need to be able to describe it in just a few well-chosen words. Think of it in terms of summarising a 20 page piece of policy analysis down to a single sentence, and you will get the idea.  Your media or communications colleagues will help (and challenge you!) with this.  It can be a bit of an uncomfortable process on occasion.   Which leads on to tip three.

Tip 3:  Be clear on what needs to change

In all policy influencing work, it’s vital to be clear about what it is that needs to change.  For example, what it is that you need government to do (or not to do), or who it is in the system that needs to do something differently (as discussed in a previous post).  This is also true when deploying the media as an influencing tool. 

Tip 4:  Have something new to say and some new evidence

If you’re trying to get your issue in to the news agenda, then you’re going to need to have something new to say.  That might be a new report, some new statistics, or a unique angle.  Being clear about the policy outcomes that you are hoping to achieve will help you structure something that is fresh and unique which is much more likely to be picked up.  You can also use some of your other policy influencing activities as a hook for media work – such as a forthcoming debate in Parliament, or on the back of the publication of a report by an All-Party Parliamentary Group, for instance.  

Tip 5:  Use case studies

As I have discussed previously, you should never underestimate the power of a good case study.  This is also the case when using the media as a policy influencing tool.   Case studies, particularly those that bring a human dimension to an issue, are critical for the media.  

Tip 6:  Integrate it with other influencing tactics

It’s a really good idea to link any media work on a policy issue with other policy influencing tactics.  For example, you might want to follow up with a letter to a Minister, or think about how to connect and engage with parliamentarians.  I was once trying to persuade policy decision makers to support a particular piece of work that we wanted to do, but were coming up against something of a brick wall.  A well-placed piece on the front page of one of the most influential broadsheets (as much by luck as design) unsurprisingly resulted in a face to face meeting with the key decision maker which got us where we needed to be. 

Tip 7:  Recognise the risk

There is, of course, no way of knowing how the issue that you are raising might ultimately be framed or how any quote might be used.  You will rely on the skill and expertise of your media and communications colleagues on this, but ultimately it’s beyond anyone’s direct control.  This is important to recognise.  I recall one example of this when we were engaged in particularly sensitive negotiations with the government which had reached a critical point.  It was that moment that a newspaper that we had been talking to informally about the issue decided to run a story using an old quote from me which had the potential to cut right across those negotiations.  It required some late-night contact with the Minister’s private office to calm potentially troubled waters.  I can assure you that was quite a restless night!

Tip 8:  Think about the outlet you’re talking to

How your issue might be framed in a piece will vary according to the world view of the outlet that you are talking to.  The Spectator or The Telegraph will frame things quite differently to The Guardian or The Independent.  It much the same way that framing your policy influencing agenda needs to take in to account the different perspectives of political parties, the same is true when using the media as an influencing tool.  Think carefully about how to frame your message. 

I would add at this point that you should also not disregard tabloids.  Journalists working on tabloids are among the sharpest in the business – it takes enormous skill to be able to take difficult and complex issues and present them in a very accessible way for their readership.  

Tip 9:  Don’t underestimate the power of the informal chat

Informal conversations with journalists are incredibly important.  Not only does it allow you to get a feel for their appetite and interest in an issue, it also gives you an insight in to the angle that they are likely to take.  Importantly, it also allows you to describe some of the background and inevitable complexity to an issue.  

Tip 10:  Listen to the experts

For the final tip, I return to where I started this list – largely to emphasise just how important it is.  Listen to your media and communications colleagues – they are the experts in how best to work with the media, and will be best placed to help guide you.  

What is your experience of using the media as a policy influencing tool?  If you work in media or communications, what would your advice be to those seeking to influence policy?  

If you or your organisation are looking to do more policy influencing work, and would like some pro bono advice, I’d be happy to have a chat. Just drop me a line via the ‘Contact’ link above, or email me at hello@thepolicycoach.co.uk