This chapter is based not so much on literature research as the other chapters of this book, but it is based on years of experience of the authors as consultants and on examples provided by their networks1 and by some of the other authors2 of this publication. The chapter explores how communication can most effectively support the process of policy influencing. It will demonstrate the need to ‘bring to life’ the scientific research and evidence based knowledge of conservation, before it can influence policy. The chapter will demonstrate that effective communication to influence policy is much more than policy briefs, reports, glossy brochures or other communication tools. It is about setting the stage, creating the mood, crafting the right language and images, finding the right time and right means to deliver the messages. And most importantly clearly state what specific actions are expected from the different audiences.