How communications can contribute to real policy change

As communicators we are increasingly under pressure to make the case for investing in communications. However, resources that measure communications results are rare.

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Seeing the clear need to demonstrate how communications can contribute to real social change and provide others in our field a tool they can use when developing their own strategies, we created Communications Strategies that Fast Track Policy Change.

By identifying eight communications campaigns that moved the needle for positive policy change and make up the Fast Track series, we could begin to see the parallels and to make conclusions about highly effective communications strategies. Once stagnant issues in education, health and energy policy were suddenly shifted into high gear contributing to real outcomes. How did change happen? And how did it happen so quickly?

All of these cases used untraditional approaches in media and communications to accelerate change. Perhaps, most enlightening and useful are the 10 Elements of Success we observed. Many of the Fast Track cases we feature used at least three or more of these elements to engage thought leaders, lawmakers and the public to act, champion and legislate on behalf of their cause.

Communicators can learn from these common principles and use them in their own work, creating urgency for an issue. All eight Fast Track case studies can be viewed and downloaded atwww.mediaimpactfunders.org/fasttrack. For more information, contact Lindsay Kurs,lkurs@causecommunications.com.