This informal CPD article, ‘How to Communicate with Policymakers – Tell a Story, Be Real, and Make It Count’, was provided by Cast from Clay, who work with campaigning organisations to help them navigate the complexities of policy narratives.
Talking to policymakers often isn’t just about tossing stats their way and hoping something sticks. It’s a unique challenge: you’re reaching out to people whose time is scarce, whose priorities shift by the hour, and whose decisions can impact entire communities. The playbook of data-dumping or impersonal pitches doesn’t always work, nor does ‘problem dumping’. Policymakers typically respond better to solutions for their existing challenges rather than being presented with new problems.
How to Communicate Effectively with Policymakers: 7 Proven Strategies
1. Walk in Their Shoes
Policymakers live in a world of relentless demands. They’re pulled in every direction: party lines, public opinion, lobby groups, and that’s before they’ve even had their first coffee. If you want your message to land, you have to understand their reality. What keeps them up at night? What moves their constituency? Don’t just wing it; figure out what matters to them, not just what matters to you.
And remember: context is everything. Is your issue headline news or buried in committee paperwork? Are we talking urgent crisis or slow-burn reform? Shape your approach accordingly.¹
2. Say What You Mean—Simply
You might think the way to impress is with fancy words and technical jargon. However, people see through that stuff faster than ever these days, and politicians are no exception. Speak plainly, get straight to the point, and don’t waste their time.² Think of your message as a story, one that resonates with where they’re coming from and where they want to go.
Lead with why it matters, tie it back to their priorities, and lay out the solution clearly.
3. Build Real Relationships
You can’t just show up when you need something and expect results. Real influence comes from real relationships, built over time and through genuine engagement. Turn up at events (even the boring ones), pick up the phone, send that follow-up email after your meeting. Show you care about more than just your own agenda.
Be reliable and responsive when they need information or advice, but don’t drown them in detail or try to show off how much you know. Trust comes from being consistently useful.³
4. Use Evidence That Matters
Evidence is powerful, but only if it means something to the person hearing it. Ditch the data dump; focus on what’s relevant for their world right now. Does your evidence address a problem they actually care about? Does it offer clear solutions?
Boil down complex findings into bite-sized insights or visuals if needed, anything that makes things easier for them to grasp amid a tidal wave of other demands on their attention.⁴
5. Seize Your Moment
Timing is everything in politics and so is knowing when people are ready to listen. Keep an eye on legislative calendars and committee meetings so you’re reaching out when your issue is hot (or at least heating up). The early stages of policy development are goldmines for influence; that’s when ideas are shaped and decisions are still up for debate.⁵
If there’s a window, be ready with your pitch.
6. Make Events Count
Don’t just invite someone along for coffee or host another bland roundtable; make every event count for them as much as for you. Whether it’s online or face-to-face, tailor the content so it speaks directly to their concerns.²
Bring real people into the room, constituents who live the issue every day, or experts who can explain things without putting everyone to sleep. Keep presentations tight, focused, actionable, and always leave space for questions (that’s often where breakthroughs happen).
7. Follow Up Consistently
If all you do is pitch once then disappear until next year, you’re not going anywhere fast. Follow up after meetings with a personal note—not some generic template—thanking them for their time and spelling out next steps clearly.
Stay in touch during critical moments—like before big votes or when new legislation is taking shape, to keep your cause top-of-mind without becoming a nuisance.
This isn’t about chasing headlines or scoring quick wins, it’s about building long-term credibility as someone who gets both the issues and the process.³
The Bottom Line
Successful advocacy isn’t magic; it’s about understanding people, speaking honestly, showing up consistently, seizing opportunities, and above all, giving policymakers a story they can believe in (and share). Get that right, and you’ll do more than change minds—you’ll change outcomes.
We hope this article was helpful. For more information from Cast from Clay, please visit their CPD Member Directory page. Alternatively, you can go to the CPD Industry Hubs for more articles, courses and events relevant to your Continuing Professional Development requirements.
References
1. Kingdon, J. W. (2014). Agendas, Alternatives, and Public Policies (2nd ed.). Pearson.
2. Cairney, P., & Kwiatkowski, R. (2017). How to communicate effectively with policymakers: combine insights from psychology and policy studies. Palgrave Communications, 3(37).
3. Oliver, K., Innvær, S., Lorenc, T., Woodman, J., & Thomas, J. (2014). A systematic review of barriers to and facilitators of the use of evidence by policymakers. BMC Health Services Research, 14(2).
4. Lavis, J. N., Oxman, A. D., Lewin, S., & Fretheim, A. (2009). SUPPORT Tools for evidence-informed health policymaking (STP): Using research evidence to clarify a problem. Health Research Policy and Systems, 7(S1).
5. Brownson, R. C., Royer, C., Ewing, R., & McBride, T. D. (2006). Researchers and policymakers: travelers in parallel universes. Journal of Public Health Management and Practice, 12(2), 135–142.
