The Art of Policymaking: Tools, Techniques and Processes in the Modern Executive Branch, Second Edition is a practical introduction to the specific tools, techniques, and processes used to create policy in the executive branch of the U.S. government. George E. Shambaugh, IV and Paul Weinstein, Jr. explain how government officials develop policy, manage the policymaking process, and communicate those policies to stakeholders and the public at large. The authors draw on both their academic and government experience to provide real-world advice on writing policy decision memos, preparing polling questions, and navigating the clearance process. An abundance of case studies show how actual policies are developed and how and why policies and processes differ across administrations. Finally, practice scenarios allow students to apply the tools and techniques they have learned by working through both domestic and foreign policy situations.
Chapter 11: Communicating and Marketing Policy
Communicating and Marketing Policy
The Importance of Communicating and Marketing Policy
Throughout the policymaking process, and particularly once the policy proposal is near completion, it is critical to communicate and market the policy initiative to policymakers outside of the executive branch and to the public at large. A policy proposal that fails to gain the public’s attention or fails to convince the public of its merits cannot be sustained over the long term. Ironically, the advent of the Internet and 24-hour coverage of political events by the media has increased, rather than decreased, the importance of clear and effective communication and marketing of government policies to the public. The increase in the availability of instantaneous information has raised the public’s awareness of ...