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Changing perceptions takes
time
• Manage expectations
• Keep supporters, funders, staff motivated
• Mark the small steps
5
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?
7
2. Build alliances
• Issue is bigger than your brand
• Practical benefits – financial, resources, expertise
• Moral support
• Increases impact
8
1. Send out stuff
• Coffee (with a purpose)
• Information and intelligence
• Their needs – timing and content
10
2. (Re)-set the agenda
• Facts, evidence and hooks (not just passion and emotion)
• Long term planning versus immediate reactions
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