What Policymakers Actually Think About Your Campaign
Understanding how political audiences receive, process, and respond to your message
Many organisations invest significant time and effort in developing policy briefings, campaign materials, and calls to action — and then assume their message will land as intended.
The reality is often very different.
Policymakers are balancing hundreds of competing demands. Even well-designed campaigns can be overlooked, misunderstood, or forgotten if they don’t connect clearly and directly with political priorities.
This post offers insight into how MLAs, councillors, and other decision-makers actually experience campaigns — and what you can do to ensure your message stands out.
What Policymakers Say: Insights from the Inside
Through interviews and informal conversations with MLAs, councillors, and advisers, several common themes emerge:
Volume is high. Policymakers receive dozens of briefings every week. Unless something stands out, it risks being skimmed or set aside.
Timing matters. A briefing that’s not aligned with current debates or departmental priorities is less likely to gain traction.
Relationships influence response. Campaigns from organisations that are known and trusted tend to be read more carefully.
In short, even the best message needs context, relevance, and a trusted voice behind it.
Why Messaging Gets Ignored — or Acted On
Many messages fall flat not because the issue isn’t important, but because the delivery misses the mark.
Common pitfalls include:
Lack of clarity: too much information, unclear ask, or excessive jargon
Poor timing: arriving after a decision has already been made or debated
No connection to the policymaker’s role, constituency, or priorities
Generic or duplicated messages across multiple recipients
By contrast, messages that lead to action are usually short, timely, well-targeted, and framed through a political lens.
Staying Front-of-Mind: What Works
To remain visible and relevant, organisations should focus on building familiarity over time — not just delivering a one-off message.
Practical strategies include:
Following up with relevant updates, data, or constituency-level insight
Connecting your issue to current debates or upcoming decisions
Referencing previous engagement (e.g. "following up on our meeting in January…")
Providing content that is easy to quote, share, or raise in the chamber
Consistency and clarity matter. Over time, your organisation can become a go-to source — but that status is earned through repeated, high-quality engagement.
Final Reflection
Understanding how your campaign is perceived is as important as crafting the message itself. Policymakers are more likely to act on advocacy that is relevant, timely, and easy to engage with.
This isn’t about simplifying your cause — it’s about delivering it in a way that fits the realities of political life.
Explore My Online Training Course
If you’re looking for more in-depth guidance on policy influencing, my online course is designed for you. It’s packed with step-by-step strategies to help you:
💡 Engage effectively with policymakers.
🎯 Create messages that stick and drive action.
🛠️ Build and execute advocacy campaigns with confidence.
Whether you’re new to advocacy or want to sharpen your skills, this course provides practical tools you can use right away.
💻 Sign up here and start learning today.
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🎙️ Building relationships with policymakers.
🎙️ Amplifying voices in underrepresented communities.
🎙️ Using storytelling to influence policy.
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How I Can Help You Achieve Your Advocacy Goals
If you’re struggling to craft your message or feel like you don’t have the time to focus on advocacy, I’m here to help. Here’s how:
Writing Consultation Responses: Let me take this off your plate and ensure your message is impactful.
Developing Public Affairs Strategies: I’ll work with you to create a roadmap for engaging with policymakers.
Securing Funding: Over the last five years, I’ve helped organisations raise over £1 million—let me help you craft a winning application.
Crafting Policy Messages: I’ll refine your ask into a message that resonates with decision-makers.
Creating Blog or Social Media Content: Need to amplify your message? I’ll help you create content that gets noticed.
📧 Get in touch here to learn more: hello@policy360.co.uk