In March 2022, I joined 35 other ambitious researchers seeking to make a difference to Europe in the Europaeum Scholars Programme. Honestly, I can safely say it was one of the best experiences in my academic career so far (and it’s been a decade). I guess you put talented and passionate people together in a room, and magic happens. Each of us brought a unique set of skills and knowledge, a perfect European blend mixing ideas, identities, and cultures from across the world.
The Europaeum Scholars Programme helped us harness the power of our diversity in our work, with the ultimate goal of making a positive mark on European policy and leadership. Over the course of 20 months, we met on eight occasions to learn from leading scholars, policy-makers, social entrepreneurs, business executives, journalists, and more. We covered a wide range of subjects including the media landscape, democracy, and global governance. Each time, our training modules took place in one of the 19 universities of the Europaeum Network. Oxford, Leuven, Luxembourg, Lisbon, Bologna, Geneva, Helsinki, and Berlin were our meeting grounds.
Alongside this high-level training, we worked on group projects aimed at developing research-based policy recommendations that would help shape the future of Europe. We learned how to craft convincing policy proposals from some of the best diplomats, public servants, and civic activists. We found out that policy writing certainly is an art that requires proper technique and skills, just as much as creativity and audacity. In this article, I reflect on the key lessons we learned about writing clear and impactful policy recommendations.
Lesson 1: Clarity is Key
In the world of policy writing, clarity reigns supreme. We learned this the hard way when, in our workshop with the Centre for Political and Diplomatic Studies (CPDS), the facilitator could not seem to comprehend what we were proposing for the first 30 min of our meeting. Faced with the daunting task of distilling a mount of documents, databases, brainstorming notes, and feedback into a concise 5000-word report, we set a clear structure in which we progressively added the key points of our research. We focused on four core questions: (1) what is our key message? (2) what is the main challenge we seek to address? (3) what is the solution we propose? and (4) how does it look like in practice? What started as a chaotic collection of information metamorphosed into a polished collection of clear, innovative, and actionable recommendations.
The key to clarity? Leaving jargon out. Instead, choose straightforward language, keep sentences as short as possible, and structure ideas logically. Ensure that your idea can be clearly understood by someone without expertise, within the first page. We used the valuable lessons from our CPDS training to guide our writing process, such as the ‘7-questions approach’:
- WHAT? My essential message
- WHO? Persons concerned
- WHEN? Days, hours, deadlines
- WHERE? Places, institutions, implementation
- HOW? Circumstances, explanations, method
- WHY? Causes, objectives, results
- HOW MUCH? Calculable and measurable data
Particular emphasis was placed on crafting a convincing Executive Summary, the reader’s first impression. Additionally, we harnessed visual aids and data visualisation, using charts, graphs, and visual representations to simplify complex information and make a compelling case.
Finally, you shouldn’t underestimate the power of a compelling title. A catchy name and concept can make a difference. Make sure you have an engaging introduction and a thought-provoking conclusion.
Policy Writing Essentials
A concise and practical guide to writing clear and impactful policy papers, in particular for students and young professionals seeking to make a difference in European public policy.
Lesson 2: Know Your Audience
Policy writing is about speaking the language of your audience, putting yourself in their shoes. After a very critical start, we realised that harsh criticism could alienate our audience. We completely rephrased the tone of our report. We realised that understanding our reader’s needs, interests, and familiarity with the subject was the key to effective communication.
We tried to think like policy-makers, to anticipate their reactions, and, most importantly, to envision how they could implement our recommendations in their work. Throughout our interviews, stakeholders expressed that they were willing and seeking to improve their means of connecting with the public, but did not know how or did not have the time. They were willing to try something new, if it was shown to be effective. We therefore made it a priority to show, with measurable data, the impact of our solution as we tested it in two pilot projects. Moreover, we made it clear that we fine-tuned our method to take into consideration the feedback we received.
Adapting your language to convince your reader of the feasibility of our proposals is fundamental. If you can, get feedback on your policy papers from people who are in a similar position as your potential audience. Do some research about how they speak about those issues, which kinds of debates they engage into, and which challenges are currently on their mind. Finding the right tone, and using it consistently, is crucial. You must write so that your policy paper resonates with your target audience throughout. And here’s a pro tip: craft a style guide and a list of key words for a cohesive look.
6 Ways of Getting to Know Your Audience
- Social Media Engagement: Actively participate in discussions on social media platforms relevant to your policy issue. Follow and engage with individuals who are part of your target audience. This can provide valuable insights into their perspectives and concerns.
- Online Surveys and Questionnaires: Create online surveys or questionnaires using free tools like Google Forms or SurveyMonkey. Share these surveys through social media, email, or relevant online communities to collect feedback directly from your audience.
- Reddit and Online Forums: Explore Reddit and other online forums that host discussions on your policy topic. Engage in conversations, ask questions, and listen to the concerns and opinions of community members.
- Public Meetings and Webinars: Attend virtual public meetings, webinars, or town hall events related to your policy issue. Many of these events are free to join and can provide insights into the perspectives of individuals who are actively engaged in the policy discussion.
- Collaborate with Nonprofits and Community Groups: Reach out to nonprofit organizations and community groups focused on your policy area. Volunteer your time to collaborate with them on projects or initiatives. This hands-on involvement can deepen your understanding of the issue and its impact on the community.
- Participate in Local Events: Attend local events, such as community meetings, workshops, or seminars, where discussions about the policy issue may arise. Engage with attendees to gain insights into their concerns and viewpoints.
Lesson 3: Use Storytelling for Impact
Stories aren’t just for bedtime; they’re the lifeblood of effective communication. We realised their power during our exchanges with participants and partners, who seemed to tune in on our vision as soon as we explained the human experiences behind our project. Whether it was our encounter with the aloofness of policy-makers in Brussels or the smiles on the faces of the students we met in Madrid during our first pilot project, our lived experiences made our proposals tangible.
Throughout our report, we ensured to illustrate the potential of our proposals through real-life examples, to apply our recommendations to already existing initiatives, and to propose their implementation into institutionalised processes. We made references to specific institutions, organisations, and individuals who could implement our proposals. In our presentation, we mentioned the humans behind the project we led. We also mentioned some of the partners we worked closely with. Story-telling helps visualising how your ideas can be implemented.
8 Storytelling Tips for Policy Writing
- Start with a Narrative Hook: Begin your policy report with a compelling real-world story or example related to the issue at hand. This can draw readers in and make the policy matter on a personal level.
- Show the Problem: Use storytelling to illustrate the severity of the problem. Share statistics, anecdotes, and case studies to provide a comprehensive understanding of the issue’s scope and consequences.
- Identify the Solution: Introduce your proposed policy solution as the hero of the story. Explain how it can address the problem and make a positive change. Use real-life examples or success stories of similar policies. Describe the anticipated positive impact of the policy on individuals, communities, and society as a whole. Paint a vivid picture of the better future your policy can create.
- Conflict and Obstacles: Describe the challenges, obstacles, or opposition the policy might face. Highlight the conflicts and potential roadblocks, which can create tension and drive the narrative forward.
- Success Stories: Share success stories or examples of similar policies that have worked in other places or contexts. This can inspire confidence in your proposed solution. Conclude the report with a strong call to action, urging policymakers, stakeholders, and the public to support and implement the policy. Make it clear why the policy is essential.
- Humanise the Issue: Introduce the people affected by the policy problem. Share their stories, struggles, and aspirations. Humanizing the issue helps readers empathize and connect with the policy’s impact. Show how our solution will affect different stakeholders. Describe their potential journeys and transformations as a result of the policy’s implementation.
- Character Arcs for Stakeholders: Show how the policy will affect different stakeholders. Describe their potential journeys and transformations as a result of the policy’s implementation.
- Visual Storytelling: Use visuals like charts, graphs, and infographics to present data and statistics in a visually compelling way. Visuals can simplify complex information and enhance comprehension.
Final Thoughts
The Europaeum Scholars Programme was so much more than a series of trainings. It’s been a life-changing experience that taught me the value of joining diverse perspectives to tackle complex challenges, but also showed me how to do so. This programme gave us unique opportunities to connect with European change-makers and test innovative solutions for public policy, offering us the chance to boost our skills and knowledge not for ourselves but for the future of Europe.
In this rapidly-changing world where actors and interests constantly clash with the hope of influencing political decisions, effective communication in policy writing is not a luxury but a necessity. Effective policy writing is a collaborative journey, where different points of view come together to provide clear, targeted, and engaging proposals. Ultimately, mastering the art of policy writing comes down to a well-elaborated vision of change. If you want to convince others to do things differently, you must be convinced of the utility and impact of that change yourself, and you should be capable of showing how this change can be achieved.
We presented our policy report (which you can read here) in September 2023 at the Free University of Berlin. In it, we introduce an original method of community engagement based on gamification, which we propose to use to enhance democratic participation in Europe. We have been selected to present our project at the World Forum for Democracy in Strasbourg, on 6-8 November 2023. More importantly, we take away invaluable lessons about teamwork, project management, and stakeholder engagement, as well as life-long friendships which will continue influencing our personal and professional lives well beyond the programme.
