CAMPAIGNS AND COMMUNICATIONS: Tools for Changing Public Opinion and Policy Steven Beasley, Geography 456

Campaigns and communications strategies attempt to change the attitudes and beliefs of an identified group with the goal of changing opinions and prompting specific actions. These strategies can be used to provide information, promote dialogue, foster understanding, prevent misunderstandings, present a point of view, remove barriers between people or groups, cause changes to government policy or changes in government. Used by a variety of organisations including government, businesses, non-governmental organisations, and political parties, campaign and communication strategies are generally aimed at the public with the goal of influencing decision-makers. Campaign and communications strategies can be applied to the simplest issue or the most complex challenges facing humanity. Successful campaigns and communications strategies follow a three part approach of research, mobilization of support and government relations. CAMPAIGNS AND COMMUNICATIONS: Tools for Changing Public Opinion and Policy INTRODUCTION

Step 1: Research Step 2: Situation and Resource Audit Step 3: Establish a Goal Step 4: Define Audience Allies and Enemies Step 5: Frame the Issue Step 6: Create and Refine Message and Theme Step 7: Select and Implement Tactics Step 8: Coalition Work Step 9: Government Relations Step 10: Evaluation CAMPAIGNS AND COMMUNICATIONS: Tools for Changing Public Opinion and Policy OUTLINE OF STRATEGY

Determine current public opinion. Examine relevant current and past public policy and determine which statutes apply. Identify the major interest groups who have influence. Research what messages and tactics have worked and failed in the past. Research and model the effects of what you are proposing and alternate proposals. Determine trends and patterns in other jurisdictions. CAMPAIGNS AND COMMUNICATIONS: Tools for Changing Public Opinion and Policy STEP 1 – CONDUCT RESEARCH

Understand the current political and economic climate in which you are working. Determine which levels of government have jurisdiction over your issue. Study the governments’ current priorities and the state of intergovernmental relations. Research your own credibility as an organisation on the issue at hand. Conduct an inventory of resources of your organisation and know where your strengths and weaknesses are. Determine the potential negative/positive externalities of victory or loss. Identify areas of support and opposition within government, the general public, and other organisations. CAMPAIGNS AND COMMUNICATIONS: Tools for Changing Public Opinion and Policy STEP 2 – CONDUCT A SITUATION AND RESOURCE AUDIT

Establish a specific goal that clearly identifies what you wish to achieve. Ensure the goal is realistic and that it permits you to measure your success or failure. (Ensure there is a mechanism to determine if you won.) Develop long and short term goals as appropriate. Set a timeline for achievement of the goals. Ensure your timeline considers periods when the public is distracted and incorporates regular political cycles and events. CAMPAIGNS AND COMMUNICATIONS: Tools for Changing Public Opinion and Policy STEP 3 – ESTABLISH A GOAL

Determine the audience for your campaign. Know the demographics, opinions and beliefs of those you are trying to reach and influence. Understand where your support lies. Identify those who will be campaigning against you and understand their arguments and bases of support. Identify those whom you cannot afford to anger or ostracize. Identify key groups and individuals who would be willing to assist in your campaign. CAMPAIGNS AND COMMUNICATIONS: Tools for Changing Public Opinion and Policy STEP 4 – DEFINE AUDIENCE, ALLIES AND ENEMIES

US ON US: what are we saying about our issue and our goals? US ON THEM: what are we saying about those in opposition to us and why they are incorrect? THEM ON US: what are our opponents saying about us and why we are incorrect? THEM ON THEM: What are our opponents saying about themselves and why they are correct (optional). CAMPAIGNS AND COMMUNICATIONS: Tools for Changing Public Opinion and Policy STEP 5 – FRAME THE ISSUE

Based on the framing of the issue, synthesize your issue into key points that create a specific message box. Create desired sound bites. Select campaign themes and images. Identify your message territory. Inoculate against what your opponents (them) will say. CAMPAIGNS AND COMMUNICATIONS: Tools for Changing Public Opinion and Policy STEP 6 – CREATE AND REFINE MESSAGE AND THEME Clear Consistent Concise Compelling Creative Comprehensive Credible THE SEVEN “C’s” OF GOOD COMMUNICATION Source: Canadian Union of Public Employees

Purchased media (ads). Earned media (letters to the editor, stories, op/ed, news releases, press conferences). Direct mail. Petitions, post cards, letters. Rallies and other forms of direct action. E-campaigning and web presence. Door-to-door campaigning. Material distribution (stickers, buttons, etc). CAMPAIGNS AND COMMUNICATIONS: Tools for Changing Public Opinion and Policy STEP 7 – SELECT AND IMPLEMENT TACTICS Examples of Common Tactics

Build support by approaching organisations with similar goals and opinions for assistance, support and donations. Where appropriate and practical, form formal coalitions of organisations all working toward the same goals. Obtain formal letters of endorsement from organisations and key individuals to serve as support for your issue. Obtain access to coalition partners’ membership and events to promote your issue. Work with coalition partners to present joint submissions to government. CAMPAIGNS AND COMMUNICATIONS: Tools for Changing Public Opinion and Policy STEP 8 – DIVERSIFY SUPPORT THROUGH COALITION

Lobby Executive and Legislative Branches of government (MPs/MLAs and Members of the Executive). Make presentations to Government Standing Committees and Legislative/Parliamentary Committees. Meet with key bureaucrats and civil servants to recruit support and staff perspective. Secure the support of opposition parties and party leaders. Where government is unsupportive, recruit opposition members to sponsor Private Member’s Bill. Participate in third party campaigning during elections. CAMPAIGNS AND COMMUNICATIONS: Tools for Changing Public Opinion and Policy STEP 9 – GOVERNMENT RELATIONS

Evaluate the success or failure of the strategy based on the stated goal. Examine the factors that contributed to the success or failure. Learn from mistakes. CAMPAIGNS AND COMMUNICATIONS: Tools for Changing Public Opinion and Policy STEP 10 – EVALUATION

Campaign to increase youth voter turnout. Message determined by focus groups. Mix of earned and purchased media. Web campaigning. Successful coalition work. CAMPAIGNS AND COMMUNICATIONS: Tools for Changing Public Opinion and Policy EXAMPLE 1: ROCK THE VOTE BC RESULT: Over 30% increase in youth voter turnout in 2005 BC election.

Use of polling to determine mood of audience. Good visual message. Diversity of tactics (tour, speaker’s corner, petition, rallies, decaled materials). CAMPAIGNS AND COMMUNICATIONS: Tools for Changing Public Opinion and Policy EXAMPLE 2: BRING TUITION FEES BACK TO EARTH RESULT: Tuition fees re- regulated, increases capped at 2%, loan remission re-instated.

Campaign mostly directed at politicians, not the general public. No visual identity, petitioning the main tactic. Victory won through coalition work, government relations, third party campaigning in federal elections, and research. CAMPAIGNS AND COMMUNICATIONS: Tools for Changing Public Opinion and Policy EXAMPLE 3: GRANTS, NOT LOANS/ELIMINATE MSF RESULT: Millennium Scholarship Foundation to discontinue, creation of national system of grants, $100 million dollars more for students in non- repayable assistance

This process applies to resource management issues through the shaping of public opinion and changing of consumer attitudes and behaviors. Unfortunately, these types of strategies, are mostly used to justify irresponsible resource exploitation and to generate skepticism about global climate change (“All the science isn’t in”). In the coming year the Students’ Union and the Campus Sustainability Committee will develop a strategy to promote alternate transportation at Malaspina and attempt to change the way students, faculty, staff and local government thinks about our transit system. CAMPAIGNS AND COMMUNICATIONS: Tools for Changing Public Opinion and Policy RESOURCE MANAGEMENT APPLICATIONS

CAMPAIGNS AND COMMUNICATIONS: Tools for Changing Public Opinion and Policy SOURCES Communicating CUPE. Ottawa: Canadian Union of Public Employees, "Develop Your Communications Plan." Power Smart Tips and Practices BC Hydro. 2 Mar Devereaux Ferguson, Sherry. Communication Planning, An Integrated Approach. London: Sage Publishing, Inett, Pat. "Communications Planning for Organisations." Ministry of Agriculture, Food and Rural Affairs. April Government of Ontario. 2 Mar Gardiner, Michael. "Communications and Media Relations Planning." Catalyst Creative. Association of Managers in Community College and University Students' Centres, Nanaimo. November McFadyen, Summer. "Campaigns and Government Relations." Canadian Federation of Students. Skills Development Workshop, Burnaby. June "Strategic Communications Planning." The Spin Project Mar 2008

QUESTION 1: Are these strategies promote or undermine good public debate on issues? QUESTION 2: Pick a topic, identify audience and create a message box. CAMPAIGNS AND COMMUNICATIONS: Tools for Changing Public Opinion and Policy QUESTIONS