Responding to negative publicity

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Estelle McCartney, Champollion
Changing minds seminar
www.charitycomms.org.uk/events

Estelle will share effective strategies and tactics in changing public perceptions on particularly controversial or sensitive issues, using examples from Champollion’s work advising clients on contentious public policy issues including immigration, criminal justice reform and Britain’s relationship with Europe.

Published in: Economy & Finance, Business
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Responding to negative publicity

  1. 1. Responding to negative publicity Changing public perceptions on controversial issues
  2. 2. 1787: Society of the Abolition of the Slave Trade Founded 1807: Abolition of the Slave Trade Act 2
  3. 3. 1903: Women's Social and Political Union (WSPU) 1928: Universal franchise 3
  4. 4. 1958: Homosexual Law Reform Society 2010: Equalities Act 4
  5. 5. Changing perceptions takes time • Manage expectations • Keep supporters, funders, staff motivated • Mark the small steps 5
  6. 6. Today • Building an effective strategy • Working with the media 6
  7. 7. 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
  8. 8. 2. Build alliances • Issue is bigger than your brand • Practical benefits – financial, resources, expertise • Moral support • Increases impact 8
  9. 9. 3. Leadership • Causes need leaders – to inspire – to speak out – to make decisions 9
  10. 10. 1. Send out stuff • Coffee (with a purpose) • Information and intelligence • Their needs – timing and content 10
  11. 11. 2. (Re)-set the agenda • Facts, evidence and hooks (not just passion and emotion) • Long term planning versus immediate reactions 11
  12. 12. 3. Beyond the usual suspects • Handle with care • Long term approach • Be open to the debate 12
  13. 13. Changing public perceptions • Commitment and resources • Alliances • Leadership 13
  14. 14. “At any given moment, public opinion is a chaos of superstition, misinformation, and prejudice.” Gore Vidal 14

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