1. CONDUCTING A PUBLIC OUTREACH CAMPAIGN IMPLEMENTING LEAPS IN CENTRAL AND EASTERN EUROPE: TRAINERS’ HANDBOOK Conducting a Public Outreach Campaign

2. TOPIC 7 CONDUCTING A PUBLIC OUTREACH CAMPAIGN IMPLEMENTING LEAPS IN CENTRAL AND EASTERN EUROPE: TRAINERS’ HANDBOOK 2 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

3. TOPIC 7 CONDUCTING A PUBLIC OUTREACH CAMPAIGN IMPLEMENTING LEAPS IN CENTRAL AND EASTERN EUROPE: TRAINERS’ HANDBOOK 3 Reaching Out to the Public (continued) What is public outreach? Getting the word out and getting the word back Raising awareness by informing and educating community members Soliciting the ideas, concerns and opinions of citizens What do successful public outreach efforts require? Clear, consistent and accurate information 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

4. TOPIC 7 CONDUCTING A PUBLIC OUTREACH CAMPAIGN IMPLEMENTING LEAPS IN CENTRAL AND EASTERN EUROPE: TRAINERS’ HANDBOOK 4 Why is public outreach important? Citizens are a diverse and knowledgeable source of information. Informed and involved citizens are much more likely to support specific projects and investments. Democratic societies are founded upon the participation of their members. Informed citizens can take actions to modify their behaviour to improve the community.

5. TOPIC 7 CONDUCTING A PUBLIC OUTREACH CAMPAIGN IMPLEMENTING LEAPS IN CENTRAL AND EASTERN EUROPE: TRAINERS’ HANDBOOK 5 1. Clarify Purpose and Set Goals Purpose: A succinct statement that summarises overall aim of campaign A clear and unifying statement What is the main aim of your campaign? Goals: Identify secondary aims of the campaign; should be consistent with purpose Help ensure that campaign is developed in consistent and coherent manner

6. TOPIC 7 CONDUCTING A PUBLIC OUTREACH CAMPAIGN IMPLEMENTING LEAPS IN CENTRAL AND EASTERN EUROPE: TRAINERS’ HANDBOOK 6 Sample purpose To educate citizens and actively solicit their views on environmental issues facing the community Sample goals To increase public awareness and 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

7. TOPIC 7 CONDUCTING A PUBLIC OUTREACH CAMPAIGN IMPLEMENTING LEAPS IN CENTRAL AND EASTERN EUROPE: TRAINERS’ HANDBOOK 7 2. Identify Target Audience Questions to help define who target audiences are: 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. 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:

8. TOPIC 7 CONDUCTING A PUBLIC OUTREACH CAMPAIGN IMPLEMENTING LEAPS IN CENTRAL AND EASTERN EUROPE: TRAINERS’ HANDBOOK 8 3. Develop Partnerships with Sources Connected to Target Audiences 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. Who does your target audience look to for reliable information? Helping to define your message Identifying outreach methods that are most appropriate for reaching their target audience Implementing specific outreach methods Sources can play a critical role in:

9. TOPIC 7 CONDUCTING A PUBLIC OUTREACH CAMPAIGN IMPLEMENTING LEAPS IN CENTRAL AND EASTERN EUROPE: TRAINERS’ HANDBOOK 9 Parents and school children People with respiratory diseases People living near pollution sites School Doctors Neighbourhood group Examples of Target Audiences and Sources Target audienceSource

10. TOPIC 7 CONDUCTING A PUBLIC OUTREACH CAMPAIGN IMPLEMENTING LEAPS IN CENTRAL AND EASTERN EUROPE: TRAINERS’ HANDBOOK 10 4. Create Effective Message An effective message is: 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 Clear, user-friendly and consistent Derived from the purpose (secondary messages come from goals) Based upon careful research Developed in collaboration with information sources

11. TOPIC 7 CONDUCTING A PUBLIC OUTREACH CAMPAIGN IMPLEMENTING LEAPS IN CENTRAL AND EASTERN EUROPE: TRAINERS’ HANDBOOK 11 Effective public outreach can help ensure that your priorities and actions reflect those of community members. Getting Feedback on Your Message Getting your message across and getting feedback to your message can occur at the same time, e.g. jointly distributing an information brochure and community survey.

12. TOPIC 7 CONDUCTING A PUBLIC OUTREACH CAMPAIGN IMPLEMENTING LEAPS IN CENTRAL AND EASTERN EUROPE: TRAINERS’ HANDBOOK 12 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.

13. TOPIC 7 CONDUCTING A PUBLIC OUTREACH CAMPAIGN IMPLEMENTING LEAPS IN CENTRAL AND EASTERN EUROPE: TRAINERS’ HANDBOOK 13 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: Public forum: A follow-up to the ranking to review results with public Media coverage: Participated in three call- in 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 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

14. TOPIC 7 CONDUCTING A PUBLIC OUTREACH CAMPAIGN IMPLEMENTING LEAPS IN CENTRAL AND EASTERN EUROPE: TRAINERS’ HANDBOOK 14 5. Identify, Evaluate and Select Outreach Methods 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) What is the best way to reach people? 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

15. TOPIC 7 CONDUCTING A PUBLIC OUTREACH CAMPAIGN IMPLEMENTING LEAPS IN CENTRAL AND EASTERN EUROPE: TRAINERS’ HANDBOOK 15 Evaluation criteria can help you choose the most appropriate outreach methods. Criteria include: Choosing among Outreach Methods Number of people who can be reached Personnel requirements Time required to implement Sustainability of the method Flexibility Adaptability of method to other sectors Lifetime of usefulness (how long before it becomes dated) Cost Ease of implementation Potential to utilise existing resources

16. TOPIC 7 CONDUCTING A PUBLIC OUTREACH CAMPAIGN IMPLEMENTING LEAPS IN CENTRAL AND EASTERN EUROPE: TRAINERS’ HANDBOOK 16 6. Identify Resource Needs and Opportunities What funds, in-kind assistance and people are available? What do you need to get the job done? Source partners can provide low- cost opportunities for reaching target audiences Source partners should be asked what resources they can provide Resource needs are derived from the choice of outreach methods Questions of outreach campaign’s cost and what technical assistance will be needed must be addressed

17. TOPIC 7 CONDUCTING A PUBLIC OUTREACH CAMPAIGN IMPLEMENTING LEAPS IN CENTRAL AND EASTERN EUROPE: TRAINERS’ HANDBOOK 17 7. Develop Work Plan, Implement Strategies and Evaluate Outreach Efforts Work plans: Identify specific steps, when those steps will be taken, who will be responsible for implementing each step and costs associated with each step/outreach method Have you answered the “what,” “when,” “who,” and “how much” questions? How will you know whether your campaign is successful? Indicators: Tell you whether you have achieved desired behavioral change of target audience

18. TOPIC 7 CONDUCTING A PUBLIC OUTREACH CAMPAIGN IMPLEMENTING LEAPS IN CENTRAL AND EASTERN EUROPE: TRAINERS’ HANDBOOK 18 Evaluations: Help to ensure campaign results are consistent with expectations and provide a framework for making refinements and revisions Increase public awareness Increase in public knowledge about environmental and sustainable development issues Sample Goal and Indicator Goal Indicator