Abstract
The greatest challenges faced by the politicians and public officials are increasingly centered on policy marketing than on policy planning. An effective policy marketing strategy enables governmental officials to justify their change efforts and communicate with the public, leading in turn to successful policy work in practice. In this paper based on a longitudinal, field-study process, we draw on framing theory to develop nine strategic tactics. These tactics are analytically distinctive, but practically relevant. They include: logical reasoning, problematization, agenda-setting, scenario planning, foresight, technology road-mapping, metaphors, story-telling, and body languages.