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.

1. Responding to negative
publicity
Changing public perceptions on controversial issues

2. 1787: Society of the Abolition of the Slave Trade Founded
1807: Abolition of the Slave Trade Act
2

3. 1903: Women's Social and Political Union (WSPU)
1928: Universal franchise
3

4. 1958: Homosexual Law Reform Society
2010: Equalities Act
4

5. Changing perceptions takes
time
•
Manage expectations
•
Keep supporters, funders, staff motivated
•
Mark the small steps
5

6. Today
•
Building an effective strategy
•
Working with the media
6

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. 2. Build alliances
•
Issue is bigger than your brand
•
Practical benefits – financial, resources, expertise
•
Moral support
•
Increases impact
8

9. 3. Leadership
•
Causes need leaders
–
to inspire
–
to speak out
–
to make decisions
9

10. 1. Send out stuff
•
Coffee (with a purpose)
•
Information and intelligence
•
Their needs – timing and content
10

11. 2. (Re)-set the agenda
•
Facts, evidence and hooks (not just passion and emotion)
•
Long term planning versus immediate reactions
11

12. 3. Beyond the usual
suspects
•
Handle with care
•
Long term approach
•
Be open to the debate
12

13. Changing public
perceptions
•
Commitment and resources
•
Alliances
•
Leadership
13

14. “At any given moment, public opinion is a chaos of
superstition, misinformation, and prejudice.”
Gore Vidal
14