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Program tool 16. Tips for influencing public opinion

You probably do not have the resources to initiate and sustain a long-term effort to educate your community about the importance of activity-friendly surroundings. You can, however, be prepared to get key messages out when you have opportunities. You will be better prepared if you:

• Develop a list of key media contacts in your community. Make notes about which print, radio and TV stations carry stories about seniors, about the environment, or about health issues. Have the names and contact information of the journalists or producers involved.
• Think about the key messages you want to communicate. Throughout this Guide we have suggested key messages that we hope to communicate. You may want to use these as a starting point. These are the key issues you want to work for. Take time to discuss them, agree on them, and write them down. Then, repeat them every time you have an opportunity.
• Look for other groups whose public information messages overlap with, or complement, your own. Talk to them. They may be planning a special event or campaign that could help you. You may have a “human interest” story that gets your message out and also helps their campaign.
• Find out what kinds of situations the media see as “news”. Then, set out to make some “news.” For example, if your neighbourhood scores very poorly on the Walkability checklist (Handout 16), would a member of the media consider taking the walk with you? Better still, would your local elected representative come along?

Media coverage is the most effective way to reach lots of people, but other strategies can contribute to your visibility and help to reinforce your messages over time. Groups with a message often use such things as T-shirts, bumper stickers, contests or achievement awards to attract public attention for their message.

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