Communication skills needed for public policy and how to teach them

Despite achieving independence in the early 1990s, most post-Soviet Central Asia nations continue to rely on centralised and hierarchical governance structures that were passed on from the Soviet era. Although some have embraced democratic reforms, policymaking frequently remains incomprehensible, with decisions being imposed from the top down and with minimal public engagement. The absence of transparent communication hinders meaningful policy debate, leading to disengagement and diminished trust.

In an era of digital transformation and declining institutional trust, policymakers need to transcend bureaucratic jargon and top-down approaches. To effectively engage diverse audiences, they must instead master persuasive, adaptive and inclusive communication strategies. 

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But how can we provide future policymakers with the necessary skills to effectively communicate and defend their ideas to a broader audience in a digital media environment – one that is increasingly complex and dynamic? My course, Communication for Public Leaderships, aims to bridge this divide. This postgraduate course primarily attracts mid-career students employed in the public, quasi-public and non-governmental sectors.

Building persuasive communication skills for policymakers

Effective policy communication begins with understanding timeless principles of persuasion by Aristotle – logos (logic), ethos (credibility) and pathos (emotional appeal) – while adapting them to modern challenges. Introduce your students to these areas:

Speechwriting and public speaking 

Here’s how to structure compelling arguments for live audiences: 

1. Know the audience: customising the message to the audience enhances engagement and ensures the arguments resonate. Understanding their interests, values and knowledge levels helps a speaker make relevant points. 

2. Clear and logical structure: a well-organised argument enhances clarity and persuasiveness by guiding the audience through the reasoning process, minimising confusion (logos). 

3. Strong opening and closing: the opening hook engages the audience, while the ending reinforces the message and ensures a lasting impact. Both elements are essential for effective persuasion, involving the creating of a hook and the appeal to emotions (pathos). 

4. Use of evidence and examples: supporting claims with credible evidence – research, analysis and selection of relevant examples (ethos) – improves both credibility and persuasiveness. 

5. Effective delivery techniques: confident and dynamic delivery, including voice modulation, body language, pacing and eye contact, successfully catches the audience’s attention and demonstrates the significance of the message. 

6. Engaging the audience: interacting promotes participation, maintains interest and clarifies misunderstanding through techniques such as questioning, active listening and adaptability when delivering speeches. 

Op-ed writing – drafting concise, evidence-based opinion pieces for mainstream media – and policy storytelling, framing complex issues in relatable narratives, are also important skills to learn. Stories should have arresting and interesting introductions to catch the audience’s attention and a concluding message. 

As an example, students in my course draft a public speech on anticorruption reforms, helping them to balance data (logos) with real-world impacts (pathos) while establishing their expertise (ethos). 

Engage opposing viewpoints

Policymakers often face hostile or indifferent audiences. It’s important to teach students to navigate skepticism and be literate in crisis communication. Integrate insights from behavioural science and social psychology to help your students. 

Engaging with opposing viewpoints demonstrates respect for diverse perspectives, fosters dialogue and builds credibility. It also helps to dismantle barriers arising from cultural and ideological differences, leading to more constructive discussion and potential consensus or understanding. By applying these seven techniques, speakers can effectively connect cultural and ideological divides, transforming potential conflicts into opportunities for significant exchange and mutual learning. 

1. Active listening: understand the opposing arguments without forming immediate judgements. This demonstrates respect and helps in identifying shared interests. 

2. Acknowledge diversity: recognising and validating differences without dismissing them fosters mutual respect. 

3. Ask questions: use open-ended questions to explore the basis of opposing views, fostering constructive dialogue instead of conflict. 

4. Find shared values: identify common goals and/or values that can serve as a basis for agreement or compromise. 

5. Present counterpoints respectfully: frame disagreements as contributions to a broader discussion rather than personal critiques, maintaining a tone of professionalism and openness. 

6. Stay adaptable: be willing to adjust your stance or acknowledge valid points made by others, as this fosters mutual respect and understanding. 

7. Develop a confident voice: encourage students to communicate with conviction.

To handle crisis scenarios, consider media training for high-pressure situations such as public backlash. A classroom exercise could be a mock press conference, where students defend controversial policies under pressure of tough questioning. 

How to guide students to write op-ed articles

First, I recommend that instructors reach out to the editor-in-chief of major national reputable publishing outlets to discuss their op-ed scope, preferred topics and submission requirements. Gaining a clear understanding of these guidelines will help tailor the guidance effectively.

Once you have this information, share it with students, helping them identify relevant topics that align with their interests and the publication’s focus. Subsequently, guide your students through the process of crafting compelling, well-argued op-ed articles, emphasising clarity, conciseness and persuasive writing.

This approach not only enhances students’ writing skills but also provides valuable insights into the publication process, increasing the chances of successful submissions.

In my course, each student produces two publication-ready op-eds, applying lessons to real policy debates. More than 50 per cent of my students in the class have successfully published op-ed articles in national news outlets. 

Other practical skills policymakers need:

• Media strategy: managing press interactions and shaping public narratives.
• Panel & debate readiness: techniques for concise, impactful responses. 

In a saturated information landscape, clarity and persuasion are indispensable. Op-eds remain a key tool for shaping discourse, while public speaking skills determine whether policies gain traction or face rejection. Clear, audience-tailored messaging increases policy uptake and public trust, according to research.

The power of a well-made argument 

The core skill for policymakers is knowing how to construct a compelling argument – not as a confrontation, but as a structured, evidence-based perspective open to debate. Future policymakers must move beyond bureaucratic opacity and embrace communication as a tool for democracy. By training leaders to articulate ideas persuasively, we can bridge the gap between governments and citizens, turning imposed policies into shared solutions. 

Great policy is meaningless if poorly communicated and explained to the public. The public leaders who master persuasion will shape the next era of post-Soviet governance in Central Asian countries. 

Lisa Lim is assistant professor at the Graduate School of Public Policy, Nazarbayev University.

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