27 Feb '12, 1pm

Memo to the CEO: A Marketing Plan to Move Your Policy Beyond Spin

Welcome back to our series on "Memo to the CEO: Efficacy at the intersection of policy and business." Last week we shared our thoughts on creating an interdisciplinary team to address policy issues. This week we focus on our third principle: 3. An effective policy shop leverages business marketing best practices. Corporate leaders may look for deep rolodexes and policy savvy when building their government affairs team, but they should look for marketing and communications experience, too. That's because even the smartest policy strategy won't succeed without the right marketing plan. How do you move beyond inside-the-Beltway spin and into the sweet spot of effective policy communications? Here are a few points to keep in mind: • Stories matter. Policymakers are always looking for real-world examples to illustrate their points. They want to get down from their ivory tower a...

Full article: http://www.greenbiz.com/blog/2012/02/27/memo-ceo-marketin...

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