Planning education to care for the earth - IUCN Knowledge Network

Communication: an instrument of policyand policy and provide staff with knowledge and motivation. It is intended tomake sure that everyone’s energy is focused in the same direction. Your ownpeople are your best ambassadors and sales force for your plans, policies andactivities.ConclusionCommunication can play an effective role in governments' achievingtheir policies. After all people determine whether policies will beacted on, or become part of the way of life. Communicationstimulates the readiness of people to change attitudes and practices, tobecome involved and to participate. Communication as an instrumentof policy is often under used, or not used in a stategic way with otherinstruments.Understanding where the policy is in its progression fromidentification, formulation, implementation, and management is anessential basis for determining which communication instrumentsshould be used. A communication strategy depends on doing yourhomework, since knowing "what" has to be changed, needs tocombined with "how" that change is to be brought about.35