Responding to negative
publicity Changing public perceptions on controversial issues
2 1807: Abolition of the Slave Trade Act
1787: Society of the Abolition of the Slave Trade Founded
3 1928: Universal franchise
1903: Women's Social and Political Union (WSPU)
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1958: Homosexual Law Reform Society
2010: Equalities Act
Changing perceptions takes
time
• Manage expectations
• Keep supporters, funders, staff motivated
• Mark the small steps
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Today
• Building an effective strategy
• Working with the media
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1. Understand attitudes
• Not the same as newspaper headlines or media
commentary
• Segment the public
• Understand the specific objections or barriers to change
• Is it really the general public’s attitude you want to
change?
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2. Build alliances
• Issue is bigger than your brand
• Practical benefits – financial, resources, expertise
• Moral support
• Increases impact
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3. Leadership
• Causes need leaders
– to inspire
– to speak out
– to make decisions
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1. Send out stuff
• Coffee (with a purpose)
• Information and intelligence
• Their needs – timing and content
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2. (Re)-set the agenda
• Facts, evidence and hooks (not just passion and emotion)
• Long term planning versus immediate reactions
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3. Beyond the usual
suspects
• Handle with care
• Long term approach
• Be open to the debate
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Changing public
perceptions
• Commitment and resources
• Alliances
• Leadership
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“At any given moment, public opinion is a chaos of
superstition, misinformation, and prejudice.”
Gore Vidal
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