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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