Public Outreach

Public interest in an issue can create real pressure on government (of whatever level).  So how do you get people interested?  Here are a number of tools that you might want to consider:

·          Leaflets/hand-bills – A short pamphlet or information sheet that you can hand to members of the public can be extremely useful.  They can be left for people to pick up at community centers, churches or other public places, or you can organize leafleting on the street, at public events (including your own) or door-to-door.  Many people have enough computer experience to do some simple layout, so photocopying a small number of black and white pamphlets is not prohibitively expensive.  Consider more exciting pamphlets if the resources are available.  Usually these documents should tell people:

·          what the issue is about;

·          why they should care care;

·          what they can do about it; and

·          tell people how to learn more and how to contact you.

·          Newsletters – A newsletter is an important communications tool for established groups who need to keep in touch with their members.  Smaller groups should probably not create a regular newsletter, as it can divert energy from other projects, but might consider a booklet (more detailed than a leaflet or hand-bill) around a particular issue or event. 

·          Posters – A well laid out poster can either advertise a specific event or raise questions about an issue generally.  Event posters are easy enough and can be effective.  Posters that aren’t based on a specific event really have to be eye-catching and well distributed to be effective. 

·          Advertising – A paid advertisement in a local paper or on a radio station can be expensive, especially given that most readers will need to see your advertisement several times before taking it in.  Moreover, advertisements are not effective unless it’s clear what you want the reader to do.  However, advertising can be part of a broader campaign.  In addition many community papers, and radio and T.V. stations will make “public service announcements” [link to glossary] of upcoming events.  Call your local media to find out whether they offer such a service. 

·          Town-hall meetings – Educational meetings with one or two speakers and an opportunity for community discussion can raise the profile of an issue as well as allow people who might be interested in supporting you to ask questions and think about volunteering.  Book a community hall and advertise the event with posters, leaflets, and/or in public events calendars.

·          E-Activism – With more people on the internet, even small community groups or individuals can have a website that provides information about the group and the issues they work on.  And e-mail lists can facilitate quick communication with supporters.  Fortunately there are resources about how to engage in electronic outreach.  

The above is not a comprehensive list.  Try to think what is fun and will get people interested in your events.  Some groups hold theatre events on the streets to discuss public issues.  Others get prominent speakers bring in outside the community.  Use your imagination. 

Another major – and free – source of public outreach is the media.  Learning to reach out to media can allow you to get your message out through newspapers, radio and television.

Think about how to stretch the benefit of your events.  Politicians can be invited to public events (as participants or speakers), as can media.  An event can be an opportunity to write letters to politicians to get them to act.  Approach local media to interview prominent speakers, before or after they speak.

A Cautionary Note

While the right to participate in government processes and to lobby decision-makers is well recognized in law, not everyone will be happy to see you doing it.  While problems will hopefully be the exception rather than the rule, that’s no reason not to think about basic security.  For example, talk about basic security issues when organising events (ie. who will take the lead on trying to calm an irate opponent down if he or she gets out of hand).  Don’t leaflet alone (especially door-to-door).

Also, make sure that your public statements should be accurate and should not unnecessarily or unfairly attack your opponents.  Attacks on individuals, if untrue, can give rise to lawsuits for “defamation” and possibly other legal claims. 

Even with the best of precautions, some developers have developed a practice of suing critics – even without much prospect of success – simply to intimidate others (a phenomenon known as Strategic Lawsuits Against Public Participation).  This is the exception, rather than the rule, but you are advised to seek legal advice if you have reason to believe that your public comment may result in a claim against you. 

For More Information about Public Education:

·          Promoting Interest in Community Issues – A chapter from a longer “Community Toolbox” brought to you by the KU Work Group. 

·          The Virtual Activist – For more information on setting up and maintaining electronic contact with the public, check out this manual.