ON MESSAGE
The internal communications challenges faced by governments – whether in Washington, DC, Brussels or London – are about as complex as
it gets
It is like the beginning of a perfect day on The West Wing. The President gives a speech unveiling a new proposal to support clean energy and the government communications machine hums into action. The Secretary of Energy appears on television, echoing the message. The White House National Economic Adviser does a webchat. The press offices at the Office of Management and Budget field cost questions.
In the television show, a crisis would then loom in order to ratchet up the dramatic tension. In real life, such a coordinating effort is the routine hard slog of communications in the policy development process.
In my experience working at the White House, policy advisers typically bring together experts from relevant Cabinet agencies to examine and develop policy options for the President. Communications staff are part of that process, and they develop a unified plan as the policy moves toward finalization.
