Policy Communication Training Toolkit

FACILITATOR GUIDE
POLICY GOAL, AUDIENCES, AND OBJECTIVES (SC1L)
Module Format
Strategic Communication (SC) Presentation

Purpose
This presentation contributes to the module learning objectives by introducing and
explaining steps 1-3 of a communication strategy: defining a policy goal, identifying
and understanding your audience, and developing strategic communication
objectives.

Time Required
• 30 min.

Activity Description
PowerPoint presentation with speaker notes. This presentation introduces an eight-step
communication strategy for policy communications, and then focuses on explaining the
first three steps in detail.

This is a foundational presentation that underscores the importance of having a clear

policy goal to work toward, understanding who your audience is, what might affect their
views on this issue and how they get information, and developing strategic
communication objectives to help achieve the ultimate goal. The communication
objectives are linked back to the three elements in the Multiple Streams and Windows of
Opportunity framework, making it clear how participants might play an active role in
bringing the three streams together to create an opportunity for policy change. This
presentation should also help them to understand how the materials they will develop
during the program (policy briefs and policy presentation) would fit into a broader
strategic communication effort.

This presentation is an essential preceding companion to a presentation entitled

Strategic Communication II: Messages (SC5L). Both presentations are fundamental
to the workshop curriculum and should always be included.
 Policy Communication Training Toolkit
FACILITATOR GUIDE

Key Learning Concept(s)

• Importance of clearly defining a policy goal.
• Importance of identifying and understanding potential policy audiences.
• How to craft strategic communication objectives.

Materials Needed
• Laptop and projector

Associated Exercises
• Creating a policy goal and communication objectives, and identifying audiences

Required Preparation
• Read: “Making Research Findings Actionable,” Measure Evaluation, 2009.
Available at: file:///C:/Users/rnaik/Downloads/ms-09-39%20(1).pdf

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