Feature

Mentors Advise Students to Communicate Policy Effectively

Traditional careers for writers used to be in print journalism and the television news media. But today's multinational corporations and "new media" outlets have broadened the space for both communications and marketing.

Jonathan Dedmon and Ann McCabe-Harris School mentors-shared their experiences in public and private sector communication roles. Dedmon opened with a central question in the field: "One of the key concepts in communications is the notion of an 'audience.' Companies have many audiences that will impact how you write: investors, the media, customer relations, franchisees, and governmental agencies. What you need to consider is who are the important audiences, and how do you reach them?"

A principal at The Dilenschneider Group for the past 15 years, Dedmon's career path includes traditional journalism, public affairs, and corporate communications. "When I was a reporter, I liked the writing. When I got to PR, although I still think of myself as a good writer, it's in a different sort of way. [It is interesting] to be challenged by the different types of businesses and to create a strategy to deliver the right message to the right people."

McCabe, who specializes in environmental policy, has a wide range of corporate, government, non-profit, and consulting experience. Now president of Ann McCabe and Associates, she held communications roles at the state and federal level before moving to the private sector and then to environmental organizations and consulting.

She stressed the importance of being able to write a 1-2 page memo for decision-makers. She said that knowing how to speak to regulators, elected officials, and the public can have a profound impact on the overall impression of a company. "People used to think of BP as an environmentally-friendly company, but that's not what they're known for anymore," she said. The debate over the Indiana refinery's water permit two years ago created a negative image they must combat.

While marketing can be an effective way to gain positive coverage, Dedmon pointed to the benefits of engaging third parties to help carry a message to multiple audiences. "Media can be a third-party endorsement, and they can work more effectively than taking out an ad," he said.

Dedmon gave recommendations for students seeking a career in policy communications. "The field is ripe for customer analytics," he said. "Senior management is constantly attempting to track and meet consumer trends: who they are, how to relate to them, and how to reach them more effectively." McCabe added that the big challenge the communications industry is facing is metrics for tracking its own effectiveness.

Another area of growth is new media. "People my age understand that it is very important to know the customer and respond to his or her needs, but we don't quite get it. No one has really figured out how to monetize it well-particularly the social networks," said Dedmon.

"Communications is often seen as a 'soft skill,' but in fact it holds the key to moving good policy forward," said Arielle Bernstein, a first-year MPP student with a background in communications. "As Ms. McCabe and Mr. Dedmon discussed, if we aren't able to effectively communicate the merits or faults of a proposal, making messages accessible and palatable to a range of stakeholders, then all the econ and stats in the world won't ensure that a good policy is enacted."