The Role of Strategic Communication in Public Policy Advocacy: a Literature Review
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Public Policy Advocacy,
Stakeholder Engagement
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Abstract
Strategic communication has emerged as a critical determinant of effectiveness in public policy advocacy, yet its role within management practice remains underexplored. This literature review critically examines the conceptualizations, strategies, and mechanisms through which communication shapes policy advocacy, drawing on a diverse body of scholarship spanning communication studies, public administration, and management research. The study synthesizes findings from 2010 to 2024, highlighting the evolution of strategic communication from traditional message dissemination toward a relational, networked, and digitally mediated process. Key themes identified include message framing, narrative construction, stakeholder engagement, coalition-building, evidence-based messaging, and the integration of digital platforms to expand reach and responsiveness. The review emphasizes that strategic communication functions not merely as a technical tool but as a multidimensional managerial capability, influencing organizational legitimacy, policy influence, and adaptive capacity. Ethical considerations, trust-building, and context sensitivity emerge as essential determinants of advocacy success, particularly in complex, networked policy environments. The study further identifies gaps in the literature, including the need for integrative frameworks that link communication strategy to organizational processes and policy outcomes, as well as the underexplored long-term impact of digital advocacy. By positioning strategic communication at the core of organizational strategy, this review contributes to management scholarship by framing communication as a central mechanism for shaping stakeholder relationships, enhancing credibility, and sustaining policy impact. The findings provide both theoretical insights and practical guidance for managers, policymakers, and advocacy organizations seeking to leverage communication as a strategic asset in contemporary policy ecosystems.
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