The perils of unheard policy

A girl passes me a note during maths class. The memory is vivid and audible – our seats scraped together near the front desk, the hum of the classroom. But the teacher’s words, the lesson itself? A complete blur. White noise. I can recall that momentary connection but not the bystanders or onlookers, not the surrounding angles and contours, nor the trigonometry!

This is the challenge of communication; what people hear matters but what they remember – and more importantly what they pass on – matters more.

In policy, silence is arguably more damaging than saying the wrong thing. We don’t control how others interpret our words, only what we contribute to the conversation. Because communication is an inevitable part of policy engagement, we must be as clear as possible about our intentions. Perfect clarity is impossible but my role as a policy officer is to make sure that most people get most of the information, most of the time. (For the purposes of this discussion, “policy” refers broadly to any plan or recommendation that requires public understanding and buy-in.)

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At Public Policy|Southampton, we use storytelling, reiteration and timely messaging to cut through the noise. If you take one thing from this article, let it be this: communication isn’t optional. So just do it. Do it well and your impact will be amplified far beyond your immediate audience. 

Think before you speak

Before you share an idea, step into the shoes of your harshest critic. How could your words be interpreted? What unintended conclusions might someone draw? 

Humans don’t retain facts in isolation but they do remember stories – especially ones that create an emotional connection. Instead of simply presenting data, embed it in a compelling narrative. Frame your evidence as a story that directly addresses a policy problem or priority. 

If your audience can’t recall your key message later, you’ve missed an opportunity to shape the conversation – so ensure your central message is both clear and compelling.

Repetition equals retention

Advertisers cracked the code long ago: repetition cements memory. If something matters, say it more than once – preferably in different ways, across multiple formats, and reinforced through strategic framing. A policymaker might introduce a critical data point during an initial briefing, later reinforce it visually through an infographic or case study and then embed it within a compelling anecdote during a public address. This layered approach – varied yet consistent – ensures that key messages are not only heard but internalised and retained.

Great storytelling isn’t just about making information memorable, though; it’s also about making it easy to pass on. When your message is clear, concise and emotionally resonant, people are more likely not only to remember it but to share it. That’s why marketers use sound bites, slogans and hooks. 

You shouldn’t misrepresent your evidence but you should provide sufficient context and detail to ensure it remains credible. If your insights fade from memory the moment you stop speaking, they were never truly heard.

Talk now, refine later

Too many people hold back from communication, waiting until they have the “perfect” message. But in policy, silence is worse than a narrative that adapts and evolves. People can handle updates and revisions; they can’t handle information black holes. However, this doesn’t mean communicating without care – be transparent about uncertainties, since once misinformation takes hold, it is hard to correct. The most effective communicators aren’t just data carriers; they’re guides who make sense of uncertainty in real time. The moment you start speaking, you become a leader to someone, whether you realise it or not. So, own it, and don’t let perfection be the enemy of the good. 

Silence is the death of policy

History is filled with crises where policymakers had the right answers but failed to make them heard above the din of confusion, misinformation and competing interests. While being unheard is not the same as being silent, it often leads to the same outcome: the right ideas never reach those who need to hear them. Silence creates a void, and that void will be filled – often by those with simpler, louder, more dangerous narratives. For communicators, this underlines the importance of delivering your own narrative in clear, straightforward terms before others fill the gap. If you don’t tell your story, someone else will tell it for you, and they may not be kind. Communication is not an accessory to policymaking; it is policymaking. 

Say it well, say it often and make damned sure they remember it.

Alistair Sackley is specialist policy officer in the Web Science Institute at the University of Southampton.

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