Your Communications team is a newsroom operation
You already recognise that policy work means nothing if perception is not set. But, as your policy people work their tails off fighting fires with their know-how, clout, and connections, you are dying to help them beyond simply writing reactive statements that don’t seem to make a dent in changing the perception that you all hoped they did. Traditional press is like "Look, I am working on this story. You got something?” “No?! Alrighty, talk to yasss later.”
But you have this incredible pool of work your industry is doing, insights that knowledgeable members of your organisation have, and research (or research collaborations) that proves the attention your cause needs now. And then there's that streak of social impact you want to have: helping people, starting dialogue, learning what makes people so opposed to your industry or cause, creating change from within, making a real difference.
So what do you do? How can thinking like a newsroom operation help you deliver your organisation’s goals - cause you are all on the same team, damn it!
