5 Chapter 5: Memos and Presentations as Tools for Effective Policy Communications

Policy communications can be written, visual, auditory, or some combination of the three. They guide readers and listeners on a journey of understanding the policy problem, its causes, why it matters, and what actions can be taken to remedy it. Effective policy communications should help solve problems, serve action, have consequences, and be publicly accessible (Smith, 2012). Policymakers are busy readers. A busy reader is one who does not have a lot of time to ingest a lot of information or the capacity to decipher complex information in a single sitting. Busy readers face the daunting task of interpreting information and making decisions in tight time frames. Therefore, it is important to keep the legislative audience in mind when communicating policy ideas.

Policymakers make decisions about a multitude of policy actions. They receive information from many sources and actors offering solutions to policy problems. As participants in the policy process, actors may have different reasons for wanting to influence policy actions. Regardless of these reasons, policymakers usually want to gain insights on problems, their causes, and the solutions to problems. In addition, they likely ask about who is impacted by the policy solutions and the pros and cons of recommendations. The challenge is to tell a story in such a way that it answers these questions before they are asked.

Writing for public policy requires substantial research that culminates in a comprehensive reporting of findings and recommendations. The reporting may take many forms but is often used as a basis for other policy work products such as presentations, policy memos, and issue briefs. The “elements of a finding” framework provides the structure on which information can be organized and shared with policymakers in both a document and in a presentation. Sharing policy ideas with policymakers sometimes is more about telling a story than a demonstration of technical sophistication. The story must be logical, supportable, and informative.

Using Policy Memos to Tell the Story

Policy memos are one way to communicate ideas. Policy memos are documents that provide analysis and recommendations about a particular policy issue. Although there is no standard for the length of policy memos, brevity should be a goal in writing them. Policymakers prefer receiving information in the form of comprehensive summaries (Smith, 2012). Memos may be structured in a variety of formats but usually contain the following sections: (a) date, (b) “to” line, (c) “from” line, (d) subject, (e) introduction, (f) problem statement, and (g) recommendations. The date, “to” line, and “from” line are important parts of the policy memo. The memo becomes part of the public record once it is presented to policymakers. Therefore, the time it is shared is important, particularly when holding policymakers accountable for taking action on the presented issue. The “to” line identifies the memo’s targeted audience. You must identify individuals or organizations who would be directly involved in implementing policy solutions you recommend. The individual or group writing the memo goes in the “from” line.

The Subject Line

The subject line conveys the memo’s purpose. The subject must be specific. Decision makers want to know why it is important that they read the contents of the memo. The subject line should indicate the problem and ideally the solutions. The subject line must address the “why does it matter” question. As an example, “Crime” as a subject on a policy memo does not offer policymakers much insight on the issue being addressed because it is too general and vague. Subject lines must provide some specifics. For example, “Increasing Car Thefts Raise Public Safety Concerns” as a subject identifies a specific type of crime and provides insights on why addressing it should matter. Policy decision makers are more likely to pay attention to issues if we let them know what the problems are.

Introduction

Write the introduction as if it is the only part of the memo your audience will read. The purpose of the memo is to inform policymakers about an issue and provide recommendations for addressing it. Memos should begin with a summary of the problem being addressed. The introduction section should also include a brief summary of the main conclusions and policy recommendations. The rest of the memo is designed to support contentions made and conclusions presented in the introduction.

Problem Statement

If you cannot adequately define the problem, do you really have one? The problem statement section should provide a thorough but succinct definition of the policy problem being addressed. You must be as specific as possible, providing the necessary information and supporting data/evidence. This is where you will describe the criteria, condition, cause, and significance. Establish the criteria to compare with the condition. The condition is the heart of the problem statement. Use data or data visualizations to convey information to policy decision makers. Data visualization simply refers to the graphic representation of data. This can be achieved in the form of charts, graphs, maps, infographics, etc. (Kettl, 2017). These visuals should be self-contained and self-orienting such that all the information an audience needs to know and understand is contained in it (Pennock, 2018). You must also provide a narrative that explains the visuals.

The problem statement should also contain explanations of the causes of the problem. In addition, consider the significance of the problem and explicate why policymakers should address it.

Recommendation(s)

Policy memos should be stated clearly and specifically. Memos inform policymakers on how they can address the problem and how solutions can be implemented and by whom. The memo should specify the intent of your policy solutions, the policy goals, and the specific activities that should be implemented to help achieve the stated goals. You should also describe the pros and cons of each recommendation. The key here is that your solutions must be related to the problems you identify. As an example, in the instance of car thefts, if data indicate that thefts primarily occur at people’s homes, making a recommendation that additional security cameras be placed at the mall wouldn’t make much sense. Recommendations should be ones that your target audience can actually address.

Policy recommendations can be based on ideas implemented in other areas. For example, we may look at what other local governments are doing to address car thefts. Policymakers want context and often want to know about the success of these policy ideas applied in other jurisdictions, especially similar state and local governments. Policy actors must make efforts to understand the impacts of these policies after they have been adopted. Success elsewhere could indicate that the ideas could be effective.

Effective Presentations

Policy actors may sometimes need to communicate policy advice in formal and informal presentations. If policy memos tell the story, presentations can be used to sell the story (Kettl, 2017). The development of presentations should receive the same level of effort as the policy memo. Presentations correspond with the policy memo but do not repeat every detail found in the memo.

Effective presentations capture the audience’s attention when the audience spends more time listening than they do reading. The purpose of the presentation is to inform, not entertain. Policymakers generally want to receive information within 10 minutes. They prefer presenters to get to the point by explaining conclusions and recommendations at the beginning of presentations and at the end. They also prefer presentations to be given in plain English as opposed to jargon or with highly technical explanations. Simplicity is a key feature. Presentations that bombard the audience with too many words will not sustain their attention. Furthermore, presentations with too many motion effects or designs will likely distract the audience.

Impactful presentations result from a combination of a quality substance in the memo, attractive and purposeful visual aids, and persuasive delivery. Presentations require adequate preparation, adaptability to the legislative environment, and presenter responsiveness when legislative members have questions related to the presentation. Presenters should use fewer slides and avoid reading notes or slides. This can be painful to the audience (Knaflic, 2015). Consider using visualizations, particularly those developed for the policy memo, to drive the presentation. This ensures consistency and familiarity. In addition, visualizations can serve as talking points. Use presentations as a way to hold a conversation with policymakers and other policy actors.

Communications Tools

There is an abundance of available communications tools useful to those participating in the policy process. However, many of them come at a financial cost to users and may be unattainable for many individuals and organizations desiring to engage the policy process. Google has an array of tools that can be used to develop policy communications, analyze data, and create visualizations. These tools are Google Docs, Google Sheets, Google Slides, and Google Looker Studio. These tools are available at no to low cost to users. A strength of these tools is that they are cloud-based, allowing for seamless, real-time collaboration with other users.

Google Docs is a word processing software that allows users to create, edit, and share documents online. It is a useful tool for writing policy memos and other documents. Google Sheets is a spreadsheet software that enables users to enter, analyze, and create visualizations such as charts and tables. Google Slides lets users create presentations and features several themes, layouts, and animations. Users can embed videos, images, and other types of media into presentations. Lastly, Google Looker Studio is a data analysis platform that allows users to connect and combine data from many sources and create interactive reports, dashboards, and visualizations such as maps, charts, and graphs.

Concepts in Action

Policy Memo

In the wake of the March 27, 2023, Covenant School shooting, four Tennessee mayors issued a policy memo (Figure 5.1) to Governor Bill Lee, Lt. Governor Randy McNally, and Speaker of the House Cameron Sexton with recommendations for reducing gun violence in the state.^[1] The memo provides data on gun deaths and how Tennessee ranks compared with other states. The memo also establishes a relationship between the strength of gun laws and the rate of gun violence. Using the data and evidence demonstrating the magnitude of gun-related deaths, the mayors offer 10 policy recommendations for state policymakers.

Each recommendation is supported with additional data. A criticism of the recommendations is that they are not explicitly linked to causes of gun violence. The mayors recommend the following:

1. Require background checks for all gun purchases;
2. Implement Extreme Risk Protection Orders;
3. Enhanced safety of the concealed carry law;
4. Establish a statewide minimum age for purchasing firearms;
5. Require and enable secure storage of guns;
6. Limit gun thefts from cars;
7. Ban high-capacity magazines;
8. Protect women by prohibiting convicted stalkers from owning guns;
9. Provide funding for school threat assessment teams to keep schools safe; and
10. Require reporting of lost and stolen guns.

Policy Presentation

The Office of Program Policy Analysis and Government Accountability (OPPAGA) is a research arm of the Florida Legislature. OPPAGA provides the Legislature with data, analyses, and evaluations to assist state budget and policy deliberations. The Legislature requested that OPPAGA investigate resident access to healthy food. OPPAGA analysts conducted research that described food deserts and their effects on residents. Analysts presented their findings and policy recommendations to the Florida Senate Committee on Agriculture. The presentation provides an outline, research methods, background information, findings, and policy options.^[2]

Concluding Thoughts

Effective policy communications involves answering questions policy-makers need answered in ways that are understandable to them (Kettl, 2017). Communication is an important part of policy process participation. Policy memos and presentations are two communications devices that policy actors use to influence policymakers. Writing policy memos is an arduous and continuous process. Memos should describe the policy problem, its causes, and why addressing it is important. Memos should also provide policymakers with recommendations for resolving the policy problem. Factual memos supported with data and evidence can enhance credibility and possibly affect policymakers’ decisions. Policy presentations should be created and delivered in ways that parallel the policy memo. Presentations allow policy actors to present information to policymakers verbally and visually. Both memos and presentations, once part of the public record, can be used to hold policymakers accountable.

Discussion Questions

1. What do you consider to be challenging aspects of policy communications? How would you overcome these challenges?
2. What are some other ways to bring awareness to policy issues and solutions? Do you think these ways could be effective in influencing policy decisions?
3. How are issues typically brought to the attention of policymakers in your local and state governments?

Skill Development

If you don’t already have one, create a Google account to access Google Docs, Sheets, and Slides.
Use Google Docs to write a policy memo based on your application of the “elements of a finding” framework in the Chapter 4 Skill Development.

1. Write a policy memo to a policymaker or legislative body that does the following:
   1. States the problem and provides evidence of said problem. Use Google Sheets to develop a data visualization.
   2. Provides solutions to the problem you identify. These solutions should include an intent, goals, and policy tools, programs,
   3. and/or activities that could be implemented to address the identified problem.
2. Develop a presentation based on your policy memo.

Resources

MIT Broad Research Communication Lab Policy Memo Guidance: https://mitcommlab.mit.edu/broad/commkit/policy-memo/

Boston University School of Public Health Policy Memo Guidance: https://www.bu.edu/sph/students/student-services/student-resources/academicsupport/communication-resources/policy-memo/#:~:text=A%20policy%20memo%20is%20a,decision%2Dmakers%20(2).

Harvard Kennedy School of Government Policy Memo Database: https://policymemos.hks.harvard.edu/policy-memo-databases

MIT Broad Research Communication Lab Policy Presentation Guidance: https://mitcommlab.mit.edu/broad/commkit/policy-presentation/

GCF Global Google Drive and Docs Tutorials: https://edu.gcfglobal.org/en/googledocuments/#

TechRepublic Guide to Looker Studio (formerly Google Data Studio): https://www.techrepublic.com/article/google-data-studio-guide/

Digital Trends How to Use Google Slides: https://www.digitaltrends.com/computing/how-to-use-google-slides/

Google Slides: The Ultimate Guide: https://www.brightcarbon.com/blog/googleslides-ultimate-guide/

Works Cited

Kettl, D. F. (2017). Little bites of big data for public policy. CQ Press.

Knaflic, C. N. (2015). Storytelling with data: A data visualization guide for business professionals. Wiley.

Pennock, A. (2018). The CQ Press writing guide for public policy. CQ Press.

Smith, C. F. (2012). Writing public policy: A practical guide to communicating in the policy making process (3rd ed.). Oxford University Press.