How To Plan, Write And Communicate An Effective Policy Brief
How To plan, write and communicatean effective Policy BriefThree Steps to SuccessLaura ffrench-Constant
This guide outlines how to make the most of your policy brief, byusing strategic planning and targeted engagement with policyactors, to help you achieve positive policy influence.It is intended for use by researchers, knowledge brokers andcommunications professionals.2
Contents1. Policy Briefs Explained Page 4-5The who, what and why of writing a policy brief2. Step One- Planning and Understanding your Audience Pages 6-7What you need to know before starting to write and how to find it out3. Step Two- Writing a Policy Brief Pages 8-9The format, length and content of a policy brief explained, with additional tips on languageuse and style4. Step Three- How to get your Policy Brief Out There Pages 10-11Practical advice on engaging with policy actors and using the web to increase distribution ofa policy brief3
Policy Briefs ExplainedWHAT?A policy brief is a short, to the point, jargonfree document written for non-specialists.It presents research or project findings topolicy actors, highlighting the relevance ofthe specific research to policy and offeringrecommendations for change.WHO?Policy briefs are written for a variety ofpolicy actors. Exactly who a policy briefshould be written for depends on the aim ofthe specific policy brief and the level of itsapplication, for example, local, national,regional or private. Finding the right policyactor to target is crucial to ensuring that itwill be read.Regionalandinternationalpolicyactors include: regional parliamentaryrepresentatives or delegates (eg EuropeanUnion, African Union) and individuals orgroups forming international institutions (egUnited Nations, World Health Organisation).Policy actors are also individuals or groupswho have access to either public or privateNational policy actors are individuals who policy making processes. This includes:make or change government legislation. lobbyists, advisers to government, tradeExamples include: national Members of unions, NGOs, Think Tanks, the media,Parliament, local politicians, heads of state CEOs/CFOs of business and professionalswithin industry.and civil servants.WHY?Policy briefs are the preferred form ofcommunication favoured by policy actors.79% of policy actors from both developingand developed countries rated policybriefs as a ‘key tool’ (Jones & Walsh 2008:3).experts a significant amount of the time.A recent research paper found that policyactors utilise existing relationships withacademics around 50% of the time whenstarting to research an issue (Talbot &Talbot 2014: 12).Policy briefs act like a business cardfor researchers, presenting importantresearch findings and a researcher’sbackground in a short and appealingway, the first step to establishing a goodreputation and repeat consultations withpolicy actors. Policy actors consult knownWriting a policy brief evidences outreachand displays awareness of the impactof research, an increasingly necessarystage in securing grant funding. Mostimportantly, writing a policy brief can helpchange policy for the better!4
HOW effective are they?Policy actors are busy and do not havetime to read full length academicpapers. On average, policy actors spend30-60 minutes reading a policy brief(Jones & Walsh 2008: 6). Thus policybriefs are an effective way of bringingimportant research to the attentionof policy actors because they can beread in a short amount of time. Makingresearch findings easily digestibleincreases the likelihood of researchbeing read and acted upon. Condensingfindings into policy briefs reduces thepotential for important research to belost beacuse the research is in a formatthat policy actors do not have time toaccess.Policy briefs have the potential toreach large audiences through differentnetworks because of their condensedformat. Research has found that apolicy actor will pass a policy brief on tocolleagues if they perceive themselvesto be important (Benyon et al. 2012:76). This snowball effect, where apolicy brief travels to an expandingcircle of recipients, is only madepossible because the research findingsare in an accessible and transferableformat.5
STEP ONEPlanning and Understanding your AudienceThe first question to answer is: what is the aim of my policy brief?The aim of a policy brief can range from everything from your choice of languagechanging policy to raising awareness of to whether or not you present preferredan issue. The aim will determine whothe correct policy actors to target are. policy options.Figuring out who to target will shapeThe second question to address is: what does a policy actor wantfrom a policy brief?Policy actors want relevant solutions topolicy problems. A policy brief shouldclearly lay out evidence informedsolutions to a problem that the specificactor is interested in. These solutionsshould be realistic, feasible withinthe current political climate and costeffective. Understanding what a givenpolicy actor wants, by putting yourselfin their shoes, will help you write amore attractive policy brief.A good aim for any policy brief is topass the ‘breakfast test’. A policy briefshould be read and understood in thelength of time it takes to drink a coffeeover breakfast.Before starting to write a policy brief it is crucial to appreciate political realities,and any competing policy narratives, to ensure the best chance of achieving influence.Work through the 3 stage grid on the following page from left to right, to help youdecide upon specific policy actors to target and the best way to navigate your chosenpolicy area.6
What you need toknowThePolicy ContextKnowledgeLandscapeWhat you need todoWhat level ofPick a policy level:Local/National/application yourrecommendations have Regional/PrivateAsk yourself who willbe affected by thepolicy changeHow policy is madewithin the chosenissue areaUnderstand the policyprocess, the keyplayers and timelinesWho has power tochange or influencepolicyKnow the powerfulpolicy actors and howto contact themResearch similarexamples, explore thepolicy process fromstart to finishIf there is a problemwith the currentpolicy/demand forchangePinpoint the gapsin current policy,look for windows ofopportunityIf there are competing Establish why yournarrativespolicy option isdifferent and betterIf there are obstaclesto the uptake of yourIdentify culturalrecommendationspractises or widelyheld views thatWhy the issue ismay oppose yourparticularly pertinent recommendationsEstablish credibility,timeliness andlegitimacyNetworks and LinksHow to do itLocate similarcampaigns orrecommendationsaround the policyissueWork through existingnetworksLearn from successfulactorsMap out the keyplayers. Lookfor missing link/connections you canuse or createRead through currentpolicy on the issueIdentify alternateproposals fromresearch institutions orpolicy makersList reasons the public,groups or business mayreject your proposalsSearch the news,policy committees andcurrent governmentreviewsBuild partnershipsUse informal contacts7
STEP TWOWriting a Policy BriefA policy brief must be easy to read. Structure is important to get right. Ensure thateverything the reader really needs to know is on the first page.The length of a policy brief can vary depending on the discipline and content. A policybrief can be 1, 2 or 4 pages but no longer.The format of a policy brief should be logical and easy to follow. Itshould include:A) Title- keep it snappy, short and informative.B) Executive Summary- two to three sentences summing up the entire brief. Userecognisable buzzwords and emphasise the relevance of the research to policy todraw the policy actor’s attention to read on.C) Introduction/Summary of the Problem- explain the policy issue and why it isparticularly important or current. Put the research into context.D) Methods, Approaches and Results/Body- present the research/project findingsin an accessible way for a non-specialist. Explain the methodology used to reachthe results, such as a synthesis of existing research/literature or new researchdata. A policy actor wants to see robust results that are repeatable or corroboratedby others.E) Conclusions- reinforce the key message to take away from the policy brief.Remember the executive summary is where typical conclusion content is, do notsimply repeat it.F) Policy Recommendations- try and make only one feasible policy recommendation.If you are making more than one recommendation, differentiate them clearly e.g.in bullet points and keep it to three maximum.G) References and Suggested Sources- use references sparingly and suggest a fewadditional sources at the end to give either background or more detail to thepolicy issue.H) Acknowledgements, Author Details and Disclaimers- detail any funding used forthe research, note down the author’s current positions and contact details, if thepolicy brief is being produced by an institution a disclaimer may be needed.8
Tips on language use and framing your message: Be concise and very clear Use active not passive language(Musandu 2013). Highlight the benefits that yourrecommendations will have, to thepolicy system, to those affected bythe policy and more generally e.g.economically or environmentally. Anticipate questions that the readermay have throughout the brief.For example, why should I carry onreading this? What relevance doesthis have? How did they come to theseconclusions and recommendations?(Aldous-Grant 2012). Do not present evidence in a mannerthat is confrontational to thebeliefs of the chosen policy actors,information will be acted upon ifit is salient to the policy actors’viewpoint. Distinguish betweenpersonal opinion and evidence basedopinion.Tips for styling a policy brief: If you have a Communications Break up the text into shortparagraphs. Use boxes, subheadingDepartment within your institutionand bullet points as long as the textask for a template or the expectedstill makes sense. Consider diagramsmasthead and layout.and tables to save on words. Make sure the masthead is bold andeye-catching. If you are from a well- Put important points in bold oritalics but do not overuse them orregarded institution, the mastheadshould emphasise this, opinionsthe brief will appear cluttered andconfusing.from well-regarded institutions aremore likely to be acted upon (Jones& Walsh 2008: 5).WHENWrite a policy brief soon after researchhas been published to capitalise onmomentum and the novelty of theresearch. Policy briefs can evenbe written after initial findings arecorroborated, to prime policy actors.Try to write a policy brief at a fittingtime, for example, if the issue hasgained news coverage or policy makers’attention, if there is an obvious shortfallin the current policy or if there is acrisis.9
STEP THREEHow to get your Policy Brief Out ThereHave you ever heard a policy brief referred to as a stand-alone document? This does not meanthat all effort should stop after the brief has been written.Targeted distribution of your policy brief is the difference between it being read orunread.Be cautious when selecting policy actors to send it to. Dos and Don’ts to keep inmind:Do send it in paper form as well as via email.Don’t send it a department or company without researching who to send it to,always send it to a named person.Don’t send it to unrelated or very senior policy actors who are unlikely to read it.Follow up the policy brief. Personal contact with a policy actor can make a realdifference, especially due to policy actors’ reliance on informal contacts foradvice. Practical tips on engaging with policy actors: Make a telephone call to the policypolicy actor, ask if they can send itactor to see if they require any extraon to a more appropriate colleague.resources or research reports after Invite them to an event or seminarso that the issue can be clarified orreading the policy brief.discussed in more depth. If they are not the most relevantBe proactive and seek out existing opportunities to work with policy actorsdirectly. Hold a public seminar in a seriesdesigned for policy actors. Apply to a pairing scheme with apolitician. Look at funded knowledge exchangesecondments and policy placementsfor researchers.Improvise and seize windows of opportunity. Have copies of your policy briefatmosphere in which policy is made.to hand out at related events and Learn from, and link up with, similarseminars.campaigns or examples of research Capitalise on public support or pressbased policy change that havecoverage of the issue. Do not forgetcleverly exploited gaps in existingthat the press and public shape thepolicy.10
Using social media and theinternet to promote a policybriefThe internet is an often overlooked tool that can help your recommendations travel towider audiences. Build an online presence by: Uploading the policy brief to your website Writing a blog about the research findings/recommendations Advertising the brief via Twitter or other social media sitesPolicy makers within government are being advised to widen their network of informalcontacts within academia, and are being directed to social media as a ‘valuable’ wayof sourcing new expertise (Government Office for Science 2013: 22). Building an onlinepresence, especially using social media, is a key way to develop your profile as a valuedexpert by increasing your accessibility to policy makers.Research suggests that, in general, Universities’ engagement with social media and onlinecommunications demonstrates under-utilisation and that they have yet to fulfil theirpotential. The findings suggest that building a ‘web presence’ will become ever moreimportant in bridging the gap between research and policy (Talbot & Talbot 2014: 12). Ifyou belong to a research institution, ask your Communications Department to blog,report and share your policy brief through their official channels.11
What Ifs Still hesitant about writing a policy brief? Here are a few common barriersresearchers may face accompanied by some solutions.If you have more questions about policy briefs or research communications,ask the HelpDesk for expert advice from CommsConsult at http://www.researchtoaction.org/helpdesk/Q. What if I am not a respected expert Q. What if all I want to do is bringwithin my field? I thought experts attention to the issue instead ofwith a reputation were more likely to change policy immediately?be listened to.A. The evidence is unclear, some studies doreport an ‘authority effect’ (Jones & Walsh2008: 4) whilst others discredit it, arguingthat expert opinion only makes the policybrief more memorable not more persuasive(Benyon et al. 2012: 73). Use a policy briefas a way to build a profile, acting like abusiness card.A. Policy is unlikely to change immediately;the process of change is long and complex.Raising awareness of an issue can be doneusing multiple channels of communication,think about making the press aware of theissue to increase leverage over the generalpolicy climate.Q. What if I do not have time to do allthis research about my audience andQ. What if I am not currently attached the policy climate?to a well-known institution? I thoughtwork from well-known institutions A. Write a research briefing instead. Awas more likely to be read.policy brief should be carefully plannedA. Above all policy makers are looking fortimely, engaging and feasible policy briefs.Evidence from analysis of civil servantsdoes suggest an over-reliance on certainresearch institutions (Talbot & Talbot 2014:23), however, think about sending yourpolicy brief to other policy actors such asadvisers and lobbyists to compensate. Makethe policy brief visible online, use Twitter,post it on your website and consider listingit on Policy Library which directly reaches alarge number of policy actors.and followed up. A research briefing isbased on the findings of a research paperand aims to give a fuller understanding ofthe issue. The two can however work handin hand with a research briefing being sentupon request after the policy brief to givea more advanced insight into the research.Alternatively, if you have a CommunicationsDepartment ask for help planning andwriting a policy brief.12
Q. What if there is no clear takeawaymessage from the research I ampresenting in the policy brief?A. Be clear that there is no decisive answerto the issue your research addresses, thatis the takeaway message. There should beno room for misinterpretation. There is adifference between concluding that notakeaway message can be extracted fromthe research and that the takeaway messageis that no decisive answer is apparent.Q. What if I am attached to an NGOwho are known for being powerfuladvocates, will this undermine thecredibility of the research I ampresenting?A. Opinion is valued by policy actors (Jones& Walsh 2008: 6); policy actors want clearevidence based recommendations, whichcan be opinionated. Be sure to distinguishpersonal opinion from evidence basedopinion. Remember that policy actors arelooking for research that furthers theirown agenda and legitimates their views;therefore, sending a policy brief to astaunchly opposed policy actor is not thebest use of your time as they are unlikelyto change their views as a result.Q. What if the policy actor I want tosend my policy brief to has oppositeviews to the policy recommendationsthat I am proposing?change their predisposed values and beliefson the basis of one policy brief (Benyon etal. 2012: 34), this means extra follow upwork will be necessary. Style the brief inan objective manner, an advocacy stylebrief with strong policy recommendationsmay be discarded due to its’ contentiousrecommendations. Provide a number ofpolicy options and do not recommend onepolicy option overall, if the evidence isclear enough then your chosen policy optionshould be apparent to the policy actor aswell as to you. Follow up the brief with aninvite to public seminar or with a phone callto capitalise on momentum. Consider othermethods of influencing the policy contextthe actor works within, generate publicor press awareness, and utilise momentsof opportunity such as news coverage or acrisis.Q. What if I cannot find a namedperson to send the policy brief to?A. If you cannot find a relevant policy actorask for advice from your communicationsdepartment or from colleagues who haveexperience in contacting policy actors.Contact your local MP who may be useful infinding the right policy maker with relevantinterests and expertise. When dealingwith private industry or business, send thebrief to the Chief Security Officer or ChiefExecutive Officer. Avoid appearing likespam when emailing policy actors, this willbe counterproductive.A.Frame your message carefully andremember that policy actors are unlikely to13
SOURCESAldous-Grant, (2012), ‘Evidence and Engagement: The Balancing Act of the Policy Brief’,R2A, URL /Benyon, Chapy, Gaarder, Masser (2012), ‘What Difference Does a Policy Brief Make?’,IDS, 3ie, NORAD, URL uence/policy/Government Office for Science (2013), ‘Engaging with Academics: How to furtherstrengthen open policy making. A guide for policy makers’, URL ds/attachment n-policy-making.pdfJones and Walsh (2008), ‘Policy Briefs as a communication tool for developmentresearch’, ODI, URL ssets/publications-opinion-files/594.pdfMusandu (2013), ‘How to Write Actionable Policy Recommendations’, R2A, write-actionable-policyrecommendations/Talbot and Talbot (2014), ‘Sir Humphrey and the professors: What does WhitehallWant from academics?’, University of Manchester, URL p
A good aim for any policy brief is to pass the ‘breakfast test’. A policy brief should be read and understood in the length of time it takes to drink a coffee over breakfast. Before starting to write a policy brief it is crucial to appreciate political realities, and any competing policy narratives, to ensure the best chance of achieving influence. Work through the 3 stage grid on the .
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