Category Archives: Storytelling

Three habits of successful policy entrepreneurs

Policy entrepreneurs’ invest their time wisely for future reward, and possess key skills that help them adapt particularly well to their environments. They are the agents for policy change who possess the knowledge, power, tenacity, and luck to be able to exploit key opportunities. They draw on three strategies:

1. Don’t focus on bombarding policymakers with evidence.

Scientists focus on making more evidence to reduce uncertainty, but put people off with too much information. Entrepreneurs tell a good story, grab the audience’s interest, and the audience demands information.

Table 1

2. By the time people pay attention to a problem it’s too late to produce a solution.

So, you produce your solution then chase problems.

Table 2

3. When your environment changes, your strategy changes.

For example, in the US federal level, you’re in the sea, and you’re a surfer waiting for the big wave. In the smaller subnational level, on a low attention and low budget issue, you can be Poseidon moving the ‘streams’. In the US federal level, you need to ‘soften’ up solutions over a long time to generate support. In subnational or other countries, you have more opportunity to import and adapt ready-made solutions.

Table 3

It all adds up to one simple piece of advice – timing and luck matters when making a policy case – but policy entrepreneurs know how to influence timing and help create their own luck.

For the full paper, see: Cairney Practical Lessons Policy Entrepreneurs Revised 5 June 17

For more on ‘multiple streams’ see:

Paul Cairney and Michael Jones (2016) ‘Kingdon’s Multiple Streams Approach: What Is the Empirical Impact of this Universal Theory?’ Policy Studies Journal, 44, 1, 37-58 PDF (Annex to Cairney Jones 2016) (special issue of PSJ)

Paul Cairney and Nikos Zahariadis (2016) ‘Multiple streams analysis: A flexible metaphor presents an opportunity to operationalize agenda setting processes’ in Zahariadis, N. (eds) Handbook of Public Policy Agenda-Setting (Cheltenham: Edward Elgar) PDF see also


Filed under agenda setting, Evidence Based Policymaking (EBPM), Folksy wisdom, public policy, Storytelling

Writing for Impact: what you need to know, and 5 ways to know it

This is a post for my talk at the ‘Politheor: European Policy Network’ event Write For Impact: Training In Op-Ed Writing For Policy Advocacy. There are other speakers with more experience of, and advice on, ‘op-ed’ writing. My aim is to describe key aspects of politics and policymaking to help the audience learn why they should write op-eds in a particular way for particular audiences.

A key rule in writing is to ‘know your audience’, but it’s easier said than done if you seek many sympathetic audiences in many parts of a complex policy process. Two simple rules should help make this process somewhat clearer:

  1. Learn how policymakers simplify their world, and
  2. Learn how policy environments influence their attention and choices.

We can use the same broad concepts to help explain both processes, in which many policymakers and influencers interact across many levels and types of government to produce what we call ‘policy’:

  1. Policymaker psychology: tell an evidence-informed story

Policymakers receive too much information, and seek ways to ignore most of it while making decisions. To do so, they use ‘rational’ and ‘irrational’ means: selecting a limited number of regular sources of information, and relying on emotion, gut instinct, habit, and familiarity with information. In other words, your audience combines cognition and emotion to deal with information, and they can ignore information for long periods then quickly shift their attention towards it, even if that information has not really changed.

Consequently, an op-ed focusing solely ‘the facts’ can be relatively ineffective compared to an evidence-informed story, perhaps with a notional setting, plot, hero, and moral. Your aim shifts from providing more and more evidence to reduce uncertainty about a problem, to providing a persuasive reason to reduce ambiguity. Ambiguity relates to the fact that policymakers can understand a policy problem in many different ways – such as tobacco as an economic good, issue of civil liberties, or public health epidemic – but often pay exclusive attention to one.

So, your aim may be to influence the simple ways in which people understand the world, to influence their demand for more information. An emotional appeal can transform a factual case, but only if you know how people engage emotionally with information. Sometimes, the same story can succeed with one audience but fail with another.

  1. Institutions: learn the ‘rules of the game’

Institutions are the rules people use in policymaking, including the formal, written down, and well understood rules setting out who is responsible for certain issues, and the informal, unwritten, and unclear rules informing action. The rules used by policymakers can help define the nature of a policy problem, who is best placed to solve it, who should be consulted routinely, and who can safely be ignored. These rules can endure for long periods and become like habits, particularly if policymakers pay little attention to a problem or why they define it in a particular way.

  1. Networks and coalitions: build coalitions and establish trust

Such informal rules, about how to understand a problem and who to speak with about it, can be reinforced in networks of policymakers and influencers.

‘Policy community’ partly describes a sense that most policymaking is processed out of the public spotlight, often despite minimal high level policymaker interest. Senior policymakers delegate responsibility for policymaking to bureaucrats, who seek information and advice from groups. Groups exchange information for access to, and potential influence within, government, and policymakers have ‘standard operating procedures’ that favour particular sources of evidence and some participants over others

‘Policy community’ also describes a sense that the network seems fairly stable, built on high levels of trust between participants, based on factors such as reliability (the participant was a good source of information, and did not complain too much in public about decisions), a common aim or shared understanding of the problem, or the sense that influencers represent important groups.

So, the same policy case can have a greater impact if told by a well trusted actor in a policy community. Or, that community member may use networks to build key coalitions behind a case, use information from the network to understand which cases will have most impact, or know which audiences to seek.

  1. Ideas: learn the ‘currency’ of policy argument

This use of networks relates partly to learning the language of policy debate in particular ‘venues’, to learn what makes a convincing case. This language partly reflects a well-established ‘world view’ or the ‘core beliefs’ shared by participants. For example, a very specific ‘evidence-based’ language is used frequently in public health, while treasury departments look for some recognition of ‘value for money’ (according to a particular understanding of how you determine VFM). So, knowing your audience is knowing the terms of debate that are often so central to their worldview that they take them for granted and, in contrast, the forms of argument that are more difficult to pursue because they are challenging or unfamiliar to some audiences. Imagine a case that challenges completely someone’s world view, or one which is entirely consistent with it.

  1. Socioeconomic factors and events: influence how policymakers see the outside world

Some worldviews can be shattered by external events or crises, but this is a rare occurrence. It may be possible to generate a sense of crisis with reference to socioeconomic changes or events, but people will interpret these developments through the ‘lens’ of their own beliefs. In some cases, events seem impossible to ignore but we may not agree on their implications for action. In others, an external event only matters if policymakers pay attention to them. Indeed, we began this discussion with the insight that policymakers have to ignore almost all such information available to them.

Know your audience revisited: practical lessons from policy theories

To take into account all of these factors, while trying to make a very short and persuasive case, may seem impossible. Instead, we might pick up some basic rules of thumb from particular theories or approaches. We can discuss a few examples from ongoing work on ‘practical lessons from policy theories’.

Storytelling for policy impact

If you are telling a story with a setting, plot, hero, and moral, it may be more effective to focus on a hero than villain. More importantly, imagine two contrasting audiences: one is moved by your personal and story told to highlight some structural barriers to the wellbeing of key populations; another is unmoved, judges that person harshly, and thinks they would have done better in their shoes (perhaps they prefer to build policy on stereotypes of target populations). ‘Knowing your audience’ may involve some trial-and-error to determine which stories work under which circumstances.

Appealing to coalitions

Or, you may decide that it is impossible to write anything to appeal to all relevant audiences. Instead, you might tailor it to one, to reinforce its beliefs and encourage people to act. The ‘advocacy coalition framework’ describes such activities as routine: people go into politics to translate their beliefs into policy, they interpret the world through those beliefs, and they romanticise their own cause while demonising their opponents. If so, would a bland op-ed have much effect on any audience?

Learning from entrepreneurs

Policy entrepreneurs’ draw on three rules, two of which seem counterintuitive:

  1. Don’t focus on bombarding policymakers with evidence. Scientists focus on making more evidence to reduce uncertainty, but put people off with too much information. Entrepreneurs tell a good story, grab the audience’s interest, and the audience demands information.
  2. By the time people pay attention to a problem it’s too late to produce a solution. So, you produce your solution then chase problems.
  3. When your environment changes, your strategy changes. For example, in the US federal level, you’re in the sea, and you’re a surfer waiting for the big wave. In the smaller subnational level, on a low attention and low budget issue, you can be Poseidon moving the ‘streams’. In the US federal level, you need to ‘soften’ up solutions over a long time to generate support. In subnational or other countries, you have more opportunity to import and adapt ready-made solutions.

It all adds up to one simple piece of advice – timing and luck matters when making a policy case – but policy entrepreneurs know how to influence timing and help create their own luck.

On the day, we can use such concepts to help us think through the factors that you might think about while writing op-eds, even though it is very unlikely that you would mention them in your written work.

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Filed under agenda setting, Evidence Based Policymaking (EBPM), public policy, Storytelling

I know my audience, but does my other audience know I know my audience?

‘Know your audience’ is a key phrase for anyone trying to convey a message successfully. To ‘know your audience’ is to understand the rules they use to make sense of your message, and therefore the adjustments you have to make to produce an effective message. Simple examples include:

  • The sarcasm rules. The first rule is fairly explicit. If you want to insult someone’s shirt, you (a) say ‘nice shirt, pal’, but also (b) use facial expressions or unusual speech patterns to signal that you mean the opposite of what you are saying. Otherwise, you’ve inadvertently paid someone a compliment, which is just not on. The second rule is implicit. Sarcasm is sometimes OK – as a joke or as some nice passive aggression – and a direct insult (‘that shirt is shite, pal’) as a joke is harder to pull off.
  • The joke rule. If you say that you went to the doctor because a strawberry was growing out of your arse and the doctor gave you some cream for it, you’d expect your audience to know you were joking because it’s such a ridiculous scenario and there’s a pun. Still, there’s a chance that, if you say it quickly, with a straight face, your audience is not expecting a joke, and/ or your audience’s first language is not English, your audience will take you seriously, if only for a second. It’s hilarious if your audience goes along with you, and a bit awkward if your audience asks kindly about your welfare.
  • Keep it simple stupid. If someone says KISS, or some modern equivalent – ‘it’s the economy, stupid’, the rule is that, generally, they are not calling you stupid (even though the insertion of the comma, in modern phrases, makes it look like they are). They are referring to the value of a simple design or explanation that as many people as possible can understand. If your audience doesn’t know the phrase, they may think you’re calling them stupid, stupid.

These rules can be analysed from various perspectives: linguistics, focusing on how and why rules of language develop; and philosophy, to help articulate how and why rules matter in sense making.

There is also a key role for psychological insights, since – for example – a lot of these rules relate to the routine ways in which people engage emotionally with the ‘signals’ or information they receive.

Think of the simple example of twitter engagement, in which people with emotional attachments to one position over another (say, pro- or anti- Brexit), respond instantly to a message (say, pro- or anti- Brexit). While some really let themselves down when they reply with their own tweet, and others don’t say a word, neither audience is immune from that emotional engagement with information. So, to ‘know your audience’ is to anticipate and adapt to the ways in which they will inevitably engage ‘rationally’ and ‘irrationally’ with your message.

I say this partly because I’ve been messing around with some simple ‘heuristics’ built on insights from psychology, including Psychology Based Policy Studies: 5 heuristics to maximise the use of evidence in policymaking .

Two audiences in the study of ‘evidence based policymaking’

I also say it because I’ve started to notice a big unintended consequence of knowing my audience: my one audience doesn’t like the message I’m giving the other. It’s a bit like gossip: maybe you only get away with it if only one audience is listening. If they are both listening, one audience seems to appreciate some new insights, while the other wonders if I’ve ever read a political science book.

The problem here is that two audiences have different rules to understand the messages that I help send. Let’s call them ‘science’ and ‘political science’ (please humour me – you’ve come this far). Then, let’s make some heroic binary distinctions in the rules each audience would use to interpret similar issues in a very different way.

I could go on with these provocative distinctions, but you get the idea. A belief taken for granted in one field will be treated as controversial in another. In one day, you can go to one workshop and hear the story of objective evidence, post-truth politics, and irrational politicians with low political will to select evidence-based policies, then go to another workshop and hear the story of subjective knowledge claims.

Or, I can give the same presentation and get two very different reactions. If these are the expectations of each audience, they will interpret and respond to my messages in very different ways.

So, imagine I use some psychology insights to appeal to the ‘science’ audience. I know that,  to keep it on side and receptive to my ideas, I should begin by being sympathetic to its aims. So, my implicit story is along the lines of, ‘if you believe in the primacy of science and seek evidence-based policy, here is what you need to do: adapt to irrational policymaking and find out where the action is in a complex policymaking system’. Then, if I’m feeling energetic and provocative, I’ll slip in some discussion about knowledge claims by saying something like, ‘politicians (and, by the way, some other scholars) don’t share your views on the hierarchy of evidence’, or inviting my audience to reflect on how far they’d go to override the beliefs of other people (such as the local communities or service users most affected by the evidence-based policies that seem most effective).

The problem with this story is that key parts are implicit and, by appearing to go along with my audience, I provoke a reaction in another audience: don’t you know that many people have valid knowledge claims? Politics is about values and power, don’t you know?

So, that’s where I am right now. I feel like I ‘know my audience’ but I am struggling to explain to my original political science audience that I need to describe its insights in a very particular way to have any traction in my other science audience. ‘Know your audience’ can only take you so far unless your other audience knows that you are engaged in knowing your audience.

If you want to know more, see:

Kathryn Oliver and I have just published an article on the relationship between evidence and policy

How far should you go to secure academic ‘impact’ in policymaking? From ‘honest brokers’ to ‘research purists’ and Machiavellian manipulators

Why doesn’t evidence win the day in policy and policymaking?

The Science of Evidence-based Policymaking: How to Be Heard

When presenting evidence to policymakers, engage with the policy process that exists, not the process you wish existed



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Filed under Academic innovation or navel gazing, agenda setting, Evidence Based Policymaking (EBPM), Psychology Based Policy Studies, public policy, Storytelling

Racism and Stories in Scottish Politics

Brexit boosts the case for Scottish independence because it can now be framed more easily as the cosmopolitan choice: vote Yes to get away from a ‘little England’ mentality. This possibility was perhaps in Labour’s mind when it described Scottish nationalism as anything but cosmopolitan. For example, Sadiq Khan seemed to link Scottish nationalism strongly with the divisiveness of Trump and Leave campaigns, prompting some debate about how far he went to equate it with bigotry and racism, while former Labour minister Douglas Alexander left less room for doubt.

These claims prompted a small number of commentary pieces supporting or rejecting the idea that Scottish nationalism fosters racism, bigotry, and/ or social division:

  • Claire Heuchan welcomed Khan’s intervention cautiously, highlighting a tendency of Scottish actors to assert their superiority over their English counterparts, and using the opportunity to expand the debate, to highlight important issues that we often ignore, from personal stories of racist abuse and examples of more limited education and employment opportunities for people of colour, to the role of Scotland in the British empire’s colonial past built on slavery and exploitation.
  • In contrast, Robert Somynne identified a civic Scottish nationalism far apart from a ‘western trend towards populism based on tribal and ethnic divisions’, arguing that Khan’s description ‘doesn’t bear out the experience of so many people of colour in Scotland who campaigned in the grassroots’.
  • Kevin McKenna ridiculed Khan’s argument, rejecting the idea of nationalism underpinned by anti-Englishness, identifying a more divisive UK politics of which Labour is a key part, and dismissing Khan and others as part of ‘the leftwing intelligentsia’. John McKee argued that current Scottish nationalism is more about rejecting the British state than British people, while Eric Joyce links it more to rejecting more worrying forms of nationalism pursued by parties like UKIP.

The debate rages on in twitter, but the discussion has not been driven primarily by a willingness to listen, engage constructively, or talk about issues that challenge our beliefs. I don’t suppose you need me to explain why, but it’s worth highlighting three analytically-separate explanations that will likely be present throughout all debates like this:

  1. The devil shift undermines debate

People form coalitions with the people who share their beliefs, and they compete with people who don’t. The ‘devil shift’ describes a form of ‘groupthink’; a tendency of actors in those coalitions to romanticise their own cause and demonise the cause of their opponents: ‘anyone who disagrees with them must be mistaken about the facts, operating from the wrong value premises, or acting from evil motive’ (Sabatier, Hunter and McLaughlin). They question the motives of their opponents but not their allies, subject only their opponent’s arguments to criticism, and think their opponents are more powerful than they are.

If all debates are interpreted through this lens of Scottish independence, you can predict the results: Yes groups will see Khan’s intervention as threatening to their beliefs and aims, No groups will embrace it because it supports their beliefs and aims, and there is little scope for conflict resolution. Indeed, during such debates, we’ll put up with some sketchy characters if they support our cause while denouncing their equivalents in the other coalition.

This dynamic will be apparent each time we interpret each issue. For example, imagine a semi-honest and open discussion about Scotland and the colonial empire. One side might combine two points – Scotland ‘punches above its weight’ in every endeavour, and Scotland was part of the empire – to argue that Scotland played a disproportionate role in colonialism and slavery. The other will remind us of the unequal and coerced alliance of 1707 and/ or blame an unelected elite in Scotland for the Union and empire, to argue that Scottish independence is the best way to reject the colonial past. The same history has a very different villain and moral.

  1. There are two colliding roles of storytelling

We can identify two main roles of personal storytelling: (1) to empower an individual, when they share their experiences of life and feel listened to, and (2) to take forward a political agenda, when they identify a hero/ villain and moral that suits one coalition’s beliefs and aims.

In our case, it is difficult to separate the two, and most people are not willing or able to do so. This may be understandable with Khan’s recent intervention since, although he generally has an important story to tell from his perspective, this specific speech seemed designed to bolster the position of Scottish Labour at its party conference. Heuchan’s experience is more worrying, her motives seemed far less instrumental and her personal story was worth listening to, but almost no-one has simply said ‘thank you for your story’ without adding conditions or objections. There are very few spaces in which people will listen rather than judge.

  1. Some topics are unusually personal

In part, this is because few people like to think that they are racist or bigoted. Some won’t think about the ways in which they benefit from the systematic effects of racism – in which some groups benefit disproportionately from education/ employment opportunities and face a smaller risk of personal abuse – partly because they don’t have to, and it’s generally not an enjoyable experience. Others will flinch at the idea that they are privileged because they are white, often because they have vivid memories of personal experiences of abuse or disadvantage linked to another part of their background, such as their gender, class, religion, or disability.

So, we often want to tell our stories without listing to those of others. If there is no such space in which to exchange the details of such stories, we soon end up with heated, futile debates based on the sense that you don’t understand my experience or perspective before you criticise it. We can’t solve this problem, but we should at least be aware of it, and perhaps be aware that, although the Scottish debate has some unusual features, it is one of many examples of routine divisive politics.



Filed under Folksy wisdom, Scottish independence, Scottish politics, Storytelling

There may never be a good time to call #indyref2, but …

This is a blog post for one of the two talks I offered to give, first at Warwick then Dundee.

I’ll start off with the same admission of hubris each time: these talks take a while to arrange, I suggested the topic in the late summer, and I assumed I’d know something about the effect of Brexit on the future of Scottish politics by now. Instead, I don’t know much more than the stuff I described in June (‘Brexit and the inevitability of Scottish Independence’). So, I’ll focus on what we know now, and speculate wildly (hand gestures at 100%) about what might happen. My gut still tells me that there will be an indyref2 and that Yes will win, but my gut is pretty crap.

Let’s start with an updated summary of why Brexit is good for Yes:

  1. It reinforces a well-established argument for constitutional change: we voted for X but got Y because we are outnumbered by voters in England. Voting Remain but getting Leave is the latest version of voting Labour (and now SNP) in Scotland but getting a Conservative UK government.
  2. It reinforces the same argument about the effect of that ‘democratic deficit’: ‘London’/’Westminster’ is forcing us to accept policies we did not choose. Voting Leave is the latest version of the ‘bedroom tax’ (and, for older readers, the ‘poll tax’).
  3. It helps reframe the idea that the Scottish independence aim is nationalist and parochial. Suddenly, independence is the cosmopolitan choice if we are rejecting a ‘Little England’ mentality.
  4. Some people who voted to stay in the UK and EU will prefer the EU to the UK (and think an independence vote is the best way to achieve it).

Traditionally, the main response to 1 & 2 has come from the Conservative Party, offering concessions in areas such as spending, levels of representation in Westminster, and in Scotland’s status in UK-devolved relations.

Recently, UKIP has been more critical of Scotland’s privileged position in the UK, and even the Conservative party qualifies its support of Scotland’s place in the Union.

Labour’s more recent response has been more interesting, and not what I expected. I figured Scottish Labour would encourage the equivalent of a free vote of its members. Instead, it has rejected indyref2 in favour of a ‘federal’ solution and two anti-referendum strategies:

  1. To describe indyref2 as yet another divisive and destabilising event like Brexit and the election of Trump.
  2. To challenge the idea that Scottish independence is the cosmopolitan choice. Sadiq Khan seemed to link Scottish nationalism strongly with the divisiveness of Trump and Leave campaigns, prompting some debate about how far he went to equate it with bigotry and racism. Although Khan is reported to have backtracked a bit, former Labour minister Douglas Alexander doubled down:

This strategy has gone down like a fart in a lift among people already committed to Yes. It’s too early to gauge its durability or long term effect on the voters thinking about switching, but we already know that the SNP campaigned in indyref1 with a message – for example, ‘to make life better for the people who live here’ – that contrasts heavily with the anti-immigrant rhetoric in some parts of the Leave campaign. Indeed, I’d expect it to reinforce a pro-immigration (or, a very pro-EU citizen) message to provide a deliberate contrast to parts of the Brexit campaign, making it relatively difficult for Labour to maintain an if-you-vote-Yes-you-share-the-same-aim-as-bigots argument (which didn’t work well during the Brexit debate anyway).

Let’s continue with an updated summary of why Brexit is good for No

  1. The No campaign was based on the economic harms of independence, and key symbols (like oil price volatility) have reinforced the message.
  2. We still don’t know what currency an independent Scotland would use.
  3. The Yes vote meant all things to all people, with no sense of what would be realistic.
  4. Brexit shows you that a transition to independence would be far tougher than advertised.

Point 4 is still unfolding. We’ve already seen that the £350m-for-the-NHS argument was mince, a reduction in the value of the pound, and some hard talking from likely EU negotiators (UK hard-talking was a key theme of indyref1). Yet, the effects of such developments are still open to debate (the £ issue is bad for the consumer but good for the exporter).

More importantly, it’s hard to know how to relate these events to Scotland. One the one hand, Yes needs a disastrous Brexit to show that it is powerless to ward off disaster. On the other, No needs a partly-disastrous Brexit to show that separation is painful.

Can there be a ‘rational’ calculation of when/if to call indyref2?

If we focus on the idea of a rational calculating Nicola Sturgeon, developing a formula to determine the right time to hold indyref2, the timing would involve: (a) waiting long enough for Brexit to ‘bite’ and prompt voters to feel its effects and shift to Yes, and (b) waiting for the UK Government to stiff Scotland in its negotiations of future Scottish devolved powers, but (c) not waiting too long to disrupt the (not guaranteed) continuation of its EU membership. This time has not arrived and, as John Curtice suggests, may not arrive.

Or, will it come down to passion and emotion?

Yet, if recent events have taught us anything, it’s that people are driven strongly by emotion, and might put ‘feelings over facts’. So, why should leaders of the SNP be exempt from a bout of passion, especially if loads of their supporters are keen, see it as a last opportunity for decades, and hope that they can change some minds during the next campaign? The fact that I argue the very opposite in another post is neither here nor there!

I still think that the result itself will comes down to who tells the Yes/ No stories and how well they do it, and that Yes has a far better hero/villain story now than in 2014, while No has the same old boring story of economic disaster and can no longer rely on those leaflets with Salmond’s face on a pound coin.

See also: a gazillion posts on the last Scottish referendum (scroll)




Filed under Scottish independence, Scottish politics, Storytelling

The Science of Evidence-based Policymaking: How to Be Heard

I was interviewed in Science, on the topic of evidence-based policymaking, and we discussed some top tips for people seeking to maximise the use of evidence in a complex policy process (or, perhaps, feel less dispirited about the lack of EBPM in many cases). If it sparks your interest, I have some other work on this topic:

I am editing a series of forthcoming articles on maximising the use of scientific evidence in policy, and the idea is that health and environmental scientists can learn from many other disciplines about how to, for example, anticipate policymaker psychology, find the right policymaking venue, understand its rules and ‘currency’ (the language people use, to reflect dominant ways of thinking about problems), and tell effective stories to the right people.

Palgrave C special

I have also completed a book, some journal articles (PAR, E&P), and some blog posts on the ‘politics of evidence-based policymaking’.

Pivot cover

Two posts appear in the Guardian political science blog (me, me and Kathryn Oliver).

One post, for practitioners, has ‘5 things you need to know’, and it links to presentations on the same theme to different audiences (Scotland, US, EU).


In this post, I’m trying to think through in more detail what we do with such insights.

The insights I describe come from policy theory, and I have produced 25 posts which introduce each of them in 1000 words (or, if you are super busy, 500 words). For example, the Science interview mentions a spirograph of many cycles, which is a reference to the idea of a policy cycle. Also look out for the 1000-word posts on framing and narrative and think about how they relate to the use of storytelling in policy.

If you like what you see, and want to see more, have a look at my general list of offerings (home page) or list of books and articles with links to theirs PDFs (CV).



Filed under Evidence Based Policymaking (EBPM), public policy, Storytelling

Combine Good Evidence and Emotional Stories to Change the World


This is my 2-page pitch for the Political Studies Association’s Total Exposure 2017 event on Thursday:

People are too quick to criticise the negative role of ideology, emotion, and manipulation in politics, especially after ‘Brexit’ and the rise of Donald Trump. Yet, a good positive and emotional story with a hero or convincing theme is just as important as ‘the evidence’ to social and policy change. This programme gives examples, shows you how to do it, and identifies what stories work. Through first person narrative, it describes the experiences of people telling their own stories, or of their heroes, to generate political attention and support for their cause. It provides additional narrative by experts on storytelling as a craft, and on the science of storytelling effectiveness, to connect powerful stories with the evidence on their role in politics. The end result is a programme which is entertaining, socially relevant, and informative. It will be backed up by further (accessible) reading for people inspired by its message and keen to learn and act accordingly.

Background: telling positive stories for political change

The Brexit vote, and the election of Donald Trump US President, really knocked the stuffing out of people who believe in the primacy of science. Many scientists seem shocked by what they perceive to be ‘post-truth politics’ in which ideology beats evidence.

This post-truth theme has begun to dominate academic discussions on social media and academic conferences. It is a timely issue in which a clear theme has emerged among scientific circles. Its message is dangerous, with the potential to further alienate scientists from politicians and members of the public. It could undermine the prospect of pragmatic debates, in which there is meaningful conversation between people with different points of view, and instead reinforce a tendency for people to speak only with the people whose beliefs they already share.

Too much ‘post-truth politics’ discussion is self-indulgent. Too many academics are quick to demonise the cynical world of politics and politicians and to romanticise their own causes or objectivity. They need to acknowledge that ideological and emotional thinking is a natural part of life, and a part of life to which they are not immune. ‘Experts’ are storytellers for their own cause, and they tell each other the same story about post-truth politics. What separates them from their competitors is that the latter are better at telling effective stories which manipulate the beliefs and emotions of their audience.

So, what can they do about it? Tell good, positive stories, combining scientific evidence with emotional hooks, to help people understand and care about important political issues.

Tell Good Stories to Get What You Want in Politics

So, this programme portrays storytelling in a more positive light, demonstrating how to tell a story with political impact. Its main themes will be ‘hope’ and ‘fear’, to contrast two strategies:

  1. Examples like Brexit and Donald Trump’s campaign are associated with fear, to identify villains (such as immigrants and terrorists) and describe political or policy change as a way to punish them. As short term strategies they are difficult to counter with reference to ‘the evidence’. Some opponents of Brexit and Trump are coming to terms with this strategic problem, but often do not have the knowledge or skills on which to base an effective response.
  2. Examples from other fields are associated with hope, often to identify heroes as symbols of positive political change, or to identify the broad political themes that these heroes represent. The programme can draw on a long list of well-established and promising stories – in fields such as sex work, LGBT rights, immigrant rights, HIV, mental health, criminal justice, disaster relief, and climate change – in which there are skilled advocates for major social and political change.

The discussions would be interspersed with expert commentary, on how to tell stories well and on the evidence of storytelling effectiveness, to provide key ‘take home’ messages on what makes an emotionally engaging story that people talk about and act on.

The Project’s Incredible Timeliness

The project is timely as a political issue. It is also timely in organisational terms. I have been discussing with Brett Davidson of Open Society Foundations (New York) this theme of storytelling, and how it relates to ‘evidence based policymaking’ (as part of a special collection of academic articles on evidence and policy). Davidson is an experienced radio journalist and convenor of a recent 2-day workshop on storytelling. My confidence in the theme of storytelling, and of identifying key stories and commentary, resulted from attending that workshop and hearing their stories and evidence.

The Large International Market

Brexit and Trump provide UK and US hooks that receive high global attention. The stories on which we can draw include personal experiences from people in South-East Asia, South Africa, the US, Latin America, and Eastern Europe (and indirect experiences in places like Syria and Palestine). As a whole, they provide global appeal and a range of salient topics. The immediate market for our academic work is academic, but the themes are wider and should appeal to audiences of radio shows/ podcasts like This American Life. Indeed, given the theme of the programme, it would be useful to follow a similar storytelling format. It could find, for example, a BBC Radio 4 audience but also be marketed as a podcast with international appeal.

The Major Long Term Impact: producing a new generation of storytelling scientists

My ‘high bar’ aim is to prompt a process in this order:

  1. We produce a programme which captures the attention of (the public and) academics and scientists.
  2. They listen to the show and recognise the impact of stories on them: their piqued interest is followed by their emotional engagement.
  3. They recognise the role that storytelling might have in their own research.
  4. We address their initial scepticism by providing some detail on the evidence of the impact of good stories on social and policy change.
  5. Many get in touch with us, and work with us to help them become scientist storytellers.

Bullet 5 is the main legacy. I have begun to work with Jerome Deroy, CEO of Narativ: The Listening and Storytelling Company, to explore the idea of training scientists to be effective storytellers. It could provide a follow-up show in which scientists explain the relevance of their evidence to pressing social and political problems.


Filed under Evidence Based Policymaking (EBPM), Storytelling