現今政府領導者面對的最大挑戰，往往不是政策內容與規劃本身，而是如何做好政策行銷與溝通。好的政策行銷能幫助領導者與民意溝通，以及正當化改革的訴求，進而使政策推動更加順暢。本文援引構框觀點，在長期的實地研究觀察中，提出九項政策行銷的策略工具，包括邏輯論證、問題建構、議題設定、情境規劃、前瞻、技術藍圖、比喻、說故事及身體語言，這些工具在概念的分析上有其獨特性，但在實務的應用上又有其彼此的相關性。

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.