Transcript No Slide Title

CONDUCTING A PUBLIC OUTREACH CAMPAIGN
Conducting a Public
Outreach Campaign
IMPLEMENTING LEAPS IN CENTRAL AND EASTERN EUROPE: TRAINERS’ HANDBOOK
TOPIC 7
CONDUCTING A PUBLIC OUTREACH CAMPAIGN
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Reaching Out to the Public
1) Clarify purpose and set goals
2) Identify target audiences
3) Develop partnerships with sources
connected to target audiences
4) Create effective message
5) Identify, evaluate and select outreach
methods
6) Identify resource needs and
opportunities
7) Develop work plan, implement
strategies and evaluate outreach
efforts
IMPLEMENTING LEAPS IN CENTRAL AND EASTERN EUROPE: TRAINERS’ HANDBOOK
TOPIC 7
CONDUCTING A PUBLIC OUTREACH CAMPAIGN
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Reaching Out to the Public (continued)
What is public outreach?
•
•
•
What do successful public
outreach efforts require?
Getting the word out and getting
the word back
•
Raising awareness by informing
and educating community
members
Clear, consistent and accurate
information
•
Soliciting the ideas, concerns and
opinions of citizens
Easily accessible opportunities
for community members to
participate
•
Partnerships with numerous
sources connected to target
audiences
•
Variety of outreach methods over
a period of time
IMPLEMENTING LEAPS IN CENTRAL AND EASTERN EUROPE: TRAINERS’ HANDBOOK
TOPIC 7
CONDUCTING A PUBLIC OUTREACH CAMPAIGN
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Why is public outreach
important?
•
Democratic societies are founded
upon the participation of their
members.
•
Citizens are a diverse and
knowledgeable source of
information.
•
Informed citizens can take actions
to modify their behaviour to
improve the community.
•
Informed and involved citizens are
much more likely to support specific
projects and investments.
IMPLEMENTING LEAPS IN CENTRAL AND EASTERN EUROPE: TRAINERS’ HANDBOOK
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CONDUCTING A PUBLIC OUTREACH CAMPAIGN
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1. Clarify Purpose and Set Goals
What is the main aim of your
campaign?
Purpose:
Goals:
• A succinct statement that
• Identify secondary aims of the
summarises overall aim of
campaign
• A clear and unifying statement
campaign; should be consistent
with purpose
• Help ensure that campaign is
developed in consistent and
coherent manner
IMPLEMENTING LEAPS IN CENTRAL AND EASTERN EUROPE: TRAINERS’ HANDBOOK
TOPIC 7
CONDUCTING A PUBLIC OUTREACH CAMPAIGN
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Sample purpose
Sample goals
• To educate citizens and
• To increase public awareness and
actively solicit their views on
environmental issues facing
the community
understanding about
environmental issues and about
actions to improve the community
and local environment
• To inform the public about the
activities of and information
generated by the stakeholder
group
• To build support for specific
environmental programmes and
policies
IMPLEMENTING LEAPS IN CENTRAL AND EASTERN EUROPE: TRAINERS’ HANDBOOK
TOPIC 7
CONDUCTING A PUBLIC OUTREACH CAMPAIGN
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2. Identify Target Audience
Questions to help define who
target audiences are:
• Who is affected by environmental
problems?
• Who is affected by requirements to
reduce pollution?
• How do community members
group themselves and what are
their interests?
Examples of target audiences:
• People living near pollution sites
•
•
•
•
Parents
Developers
School children
People with respiratory diseases
• Those who live off natural resources
Target audience flows
directly from purpose and
goals. Each sector of the
public will require a different
outreach strategy.
IMPLEMENTING LEAPS IN CENTRAL AND EASTERN EUROPE: TRAINERS’ HANDBOOK
TOPIC 7
CONDUCTING A PUBLIC OUTREACH CAMPAIGN
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3. Develop Partnerships with Sources
Connected to Target Audiences
Who does your target audience look to for reliable
information?
What is a source?
Sources are those institutions,
associations, government entities,
organisations and businesses that
can influence your target audiences.
Partnerships with sources are an
effective and decentralised approach
to deliver your message.
Sources can play a critical role in:
•
•
Helping to define your message
•
Implementing specific outreach
methods
Identifying outreach methods that
are most appropriate for reaching
their target audience
IMPLEMENTING LEAPS IN CENTRAL AND EASTERN EUROPE: TRAINERS’ HANDBOOK
TOPIC 7
CONDUCTING A PUBLIC OUTREACH CAMPAIGN
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Examples of Target Audiences
and Sources
Target audience
Source
Parents and school children
School
People with respiratory diseases
Doctors
People living near pollution sites
Neighbourhood group
IMPLEMENTING LEAPS IN CENTRAL AND EASTERN EUROPE: TRAINERS’ HANDBOOK
TOPIC 7
CONDUCTING A PUBLIC OUTREACH CAMPAIGN
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4. Create Effective Message
An effective message is:
• Clear, user-friendly and consistent
• Derived from the purpose
(secondary messages come from
goals)
• Based upon careful research
• Developed in collaboration with
information sources
• Shows people how the issue is
relevant to their lives
• Explains why the problem poses a
concern and what people can do to
reduce environmental and public
health risks
• Written in non-technical jargon and
easy for average citizen to
understand
IMPLEMENTING LEAPS IN CENTRAL AND EASTERN EUROPE: TRAINERS’ HANDBOOK
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CONDUCTING A PUBLIC OUTREACH CAMPAIGN
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Getting Feedback on Your Message
• Effective public outreach can help
• Getting your message across and
ensure that your priorities and
actions reflect those of community
members.
getting feedback to your message
can occur at the same time, e.g.
jointly distributing an information
brochure and community survey.
IMPLEMENTING LEAPS IN CENTRAL AND EASTERN EUROPE: TRAINERS’ HANDBOOK
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CONDUCTING A PUBLIC OUTREACH CAMPAIGN
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Sample Message for LEAP
We are a group of citizens
working with our local
government to solve the most
serious environmental issues
facing our community. We want
to know which environmental
issues you are most concerned
about.
We welcome your
suggestions and help over
the next two years to create
a community that is more
environmentally and
economically sustainable.
IMPLEMENTING LEAPS IN CENTRAL AND EASTERN EUROPE: TRAINERS’ HANDBOOK
TOPIC 7
CONDUCTING A PUBLIC OUTREACH CAMPAIGN
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Case Study: Public Outreach Efforts
in Satoraljaujhely, Hungary
In one of the first local
environmental action
programmes in Central and
Eastern Europe, the citizens
committee implemented these
public outreach activities:
• Adult education series: An 11-part
series on environmental issues
• Public surveys: Surveyed more than
2,000 residents and used information
to define the list of problems to be
studied
• Public forum: A follow-up to the ranking to
review results with public
• Media coverage: Participated in three callin shows on local-access television and got
TV coverage for major project events
• Youth programmes: Several schools
joined clean-up campaigns and poster
contests organised by project participants.
A summer camp on river monitoring was
held in July 1993
• City council awareness: Regular progress
reports were made to the mayor's office and
city council
IMPLEMENTING LEAPS IN CENTRAL AND EASTERN EUROPE: TRAINERS’ HANDBOOK
TOPIC 7
CONDUCTING A PUBLIC OUTREACH CAMPAIGN
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5. Identify, Evaluate and Select Outreach
Methods
What is the best way to reach people?
What is an outreach method?
• A mechanism for delivering a
message
• A way of delivering a message
from the source to the audience
• A tool based on how a particular
information source communicates
with its customers/clients (i.e.
target audience)
Effective campaigns use several
outreach methods, such as:
• Media (radio, TV, newspapers)
• School curricula and presentations
• Public meetings and focus groups
• Surveys
• Promotional posters and brochures
• Contests and special events
• Community initiatives
IMPLEMENTING LEAPS IN CENTRAL AND EASTERN EUROPE: TRAINERS’ HANDBOOK
TOPIC 7
CONDUCTING A PUBLIC OUTREACH CAMPAIGN
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Choosing among Outreach Methods
Evaluation criteria can help
you choose the most
appropriate outreach
methods. Criteria include:
• Number of people who can be
reached
• Cost
• Ease of implementation
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•
•
•
• Potential to utilise existing resources
• Adaptability of method to other
Personnel requirements
Time required to implement
Sustainability of the method
Flexibility
sectors
• Lifetime of usefulness (how long
before it becomes dated)
IMPLEMENTING LEAPS IN CENTRAL AND EASTERN EUROPE: TRAINERS’ HANDBOOK
TOPIC 7
CONDUCTING A PUBLIC OUTREACH CAMPAIGN
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6. Identify Resource Needs
and Opportunities
What do you need to get the job done?
What funds, in-kind assistance
and people are available?
• Resource needs are derived from
• Source partners can provide low-
the choice of outreach methods
cost opportunities for reaching
target audiences
• Questions of outreach campaign’s
cost and what technical assistance
will be needed must be addressed
• Source partners should be asked
what resources they can provide
IMPLEMENTING LEAPS IN CENTRAL AND EASTERN EUROPE: TRAINERS’ HANDBOOK
TOPIC 7
CONDUCTING A PUBLIC OUTREACH CAMPAIGN
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7. Develop Work Plan, Implement Strategies
and Evaluate Outreach Efforts
Have you answered the “what,” “when,” “who,” and “how
much” questions? How will you know whether your
campaign is successful?
Work plans: Identify specific steps,
Indicators: Tell you whether you
when those steps will be taken, who
will be responsible for implementing
each step and costs associated with
each step/outreach method
have achieved desired behavioral
change of target audience
IMPLEMENTING LEAPS IN CENTRAL AND EASTERN EUROPE: TRAINERS’ HANDBOOK
TOPIC 7
CONDUCTING A PUBLIC OUTREACH CAMPAIGN
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Sample Goal and Indicator
Goal
Indicator
Increase public awareness
Increase in public
knowledge about
environmental and
sustainable development
issues
Evaluations: Help to ensure
campaign results are consistent with
expectations and provide a framework
for making refinements and revisions
IMPLEMENTING LEAPS IN CENTRAL AND EASTERN EUROPE: TRAINERS’ HANDBOOK