Section 3. Gaining Public Support for Addressing Community Health and Development Issues

• What do we mean by gaining public support for addressing community health and development issues?

• Why do you need public support for addressing these issues?

• Whose support do you need?

• When should you try to gain support?

• How do you gain public support for addressing community health and development issues?

Public support is often a crucial factor in bringing about changes in local conditions. For many issues, the weight of public approval plays a large role in community improvements. This section is about how to gain public support in order to increase the likelihood that an issue is addressed. Additionally, this section discusses how to get issues onto the public agenda, where policy change can occur.

What do we mean by gaining public support for addressing community health and development issues?

Real public support is more than people understanding the issue, or even than a number of people being willing to show up and be vocal at a rally or public meeting. You'll know you have strong public support when people widely recognize that the issue deserves attention and ask, "What can we do about it?"

To get to that point, you have to do your groundwork, the work outlined in other sections of this chapter:

• You have to make sure that the community knows the issue exists.
• You have to educate community members about the issue, and help them understand its importance.

Once you've accomplished these goals, you're ready to convince people of the issue's relevance to them and the community, so that they'll understand that addressing it involves shared responsibility across the community. When people accept that responsibility and are willing to support action, that's what we mean by public support.

Why should you gain public support for addressing community health and development issues?

This may seem like an unnecessary question, but it's remarkable how often gaining public support is ignored. Many initiatives or organizations seem to feel that their cause is so obviously just and logical that people will support it automatically. They don't see the need to cultivate that support, and as a result, they often don't get it. Then, when they fail to reach their goals, they may not understand why.

Public support is important for a number of reasons:

• Public support lends credibility to your campaign for community change. It's not just your organization or initiative that believes your issue needs to be addressed; a broader part of the community supports action as well.
• As support grows, it can help attract still more support. Everett Rogers describes how new ideas often spread through communities as increasing numbers of people adopt them. Once an issue is widely accepted as a community priority, people may begin to see addressing it as a normal and expected part of community life – as one perceptive human service provider used to say, "like the fire department."
• You need support for many forms of action you take. The more public support you have, the more your action may be viewed as reasonable and appropriate.
• If you're striving for a political goal – i.e., a change in law or policy – strength in numbers can matter. Public support can give you greater influence with politicians and officials and demonstrate that the issue matters to a broad range of constituents.
• Public support can help the community develop a sense of ownership of the issue, making it more likely not only that it will be addressed, but that attention to it will continue over the long term.

Whose support do you need?

When we refer to "public support," just whose support are we talking about? The ideal, of course, is broad support across the community, but there are some particular individuals and groups to consider.

The better you know your community and your issue, the more effectively you can reach the people and organizations whose support is important to your effort. In the book Agenda-Setting (1996), Everett Rogers and James Dearing discussed the powerful agenda-setting roles that high-profile political leaders and major news organizations could play at the national level. On the local level, the equivalent might be attention from a mayor or city council, local journalists, or other trusted local information sources.

Conversely, lack of attention from key people or media may make it harder for an issue to gain public recognition. Dearing and Rogers, for example, argued that limited presidential attention to AIDS during part of the 1980s contributed to delays in its rise on the national media agenda.

So in your work to gain public support, pay special attention to the following:

• Community leaders and other influential individuals. Clergy, business leaders, people known for service to the community, local sports figures or media personalities, and community members with high levels of community credibility all fall into this category. Their involvement can help bring others into the effort.
• Media representatives. The media can help bring your issue to broader public attention. If you can build productive relationships with journalists or other media professionals, they may help the public better understand the issue.
• People most affected by the issue. Their support strengthens the credibility of your effort and, when they choose to share them, their firsthand experiences can help the public understand the issue more fully.
• Policymakers. Whether or not you're trying to influence legislation or regulations, it's useful to have those who make or influence policy understand your issue. They can help keep it in the public eye and may bring additional supporters into the conversation.
• Activists. Those who involve themselves in community issues often have established relationships and experience making their voices heard.
• Opinion leaders. In Diffusion of Innovations, Everett Rogers describes people whose views and behavior can influence whether others adopt new ideas or practices. Reaching respected opinion leaders can help build broader support.

When should you try to gain support?

Gaining public support for your issue is an ongoing process, but there are times and circumstances when a push to gain support can be particularly productive.

When there's a crisis involving the issue. A historic landmark is about to be torn down; the funding for a desperately-needed community health clinic has just been discontinued; logging has begun in a threatened old-growth forest. Situations like these may create opportunities for gathering public support.

When the issue has reached a point where it can't be ignored. When people experiencing homelessness are freezing to death because adequate shelter is unavailable, or when the number of HIV cases rises sharply, people may become more willing to support efforts to address the issues involved.

When the number of people affected by the issue becomes difficult for the community to overlook. When many people know, or know about, someone affected by an issue, they may be more ready to support efforts to address it.

When new information calls attention to the issue. A university study showing a local increase in a particular condition or disease, or the publication of an Environmental Protection Agency report uncovering the dumping of pollutants into local waterways, can strengthen support for action.

When a publication, or a media story not initiated by you, highlights the issue. A new book or an investigative report can raise public consciousness about your issue and bring additional attention to your work.

In 1962, The Other America: Poverty in the United States, by Michael Harrington, drew widespread attention to poverty in the United States and helped shape the political climate in which Lyndon Johnson's Great Society programs were later developed. Harrington brought greater public attention to an issue that many people had ignored or been unaware of.

When a crucial event makes your issue more visible. An event that is not directly related to the issue may nonetheless provide an opportunity for building public support.

With the formation of the European Union came international workplace and product standards. Some American manufacturers realized that they might not be able to compete in the international marketplace unless they addressed the education and skill development needs of their workers. Adult literacy advocates seized the opportunity to gain backing for workplace education.

As a result, many manufacturers formed collaborations with adult literacy organizations or others to provide workplace classes in English as a Second or Other Language (ESOL) and reading, writing, and math to workers. The classes benefited workers individually, but also benefited employers by helping workers understand and maintain safety and product standards and adapt to changing workplace demands.

When the political time is right. An approaching election, pressure on politicians or officials to address the issue, or a referendum all might make it a good time to build public support.

How do you gain public support for addressing community health and development issues?

If you've been following the suggestions in this chapter, you've been running a communication and public education campaign to ensure that the community is aware of and understands the issue. Maybe you've found a memorable slogan or an eye-catching logo that people identify with your effort. Perhaps you've also been discussing possible actions that could be taken to address the issue.

Now you're at the stage where it's important to encourage the public to see both personal and shared community roles in addressing the issue. That can support policy change, organizational action, and, where appropriate, changes in individual behavior.

Two types of change

Most changes in the community require a change in official or unofficial policy; others require individual change; and some require both.

Changes in policy are needed where voluntary action alone is not enough to protect public well-being or community resources. Some corporations, developers, and other organizations take environmental considerations seriously because they see environmental responsibility as part of their responsibility to the community. In other circumstances, laws or regulations may be necessary to establish consistent standards and safeguards.

Individual behavior change can contribute to community change when individuals have meaningful control over the behavior in question and have the information and resources needed to act. Quitting smoking, adopting preventive health practices, and choosing how and where to purchase food are examples of actions individuals can take that may contribute to larger changes in the community.

Usually, however, it takes both policy change and individual or organizational change to create change in the community. Recycling won't work unless individuals participate in whatever sorting or collection practices are required. But it also needs community policies and systems that make recycling possible and convenient. When a child is being harmed by a caregiver, the caregiver may need support and intervention to change harmful behavior, while legal and protective systems must also act to keep the child safe.

Frame the issue effectively.

Framing the issue means defining both the problem and the context in which it occurs. The way an issue is framed influences how people understand it, whether they see it as relevant to their lives, and whether they are willing to support action. Effective framing helps people connect with the issue and recognize why it matters.

• Frame the issue in ways that are understandable, relevant, and broadly relatable. Define it clearly and focus on shared values and concerns.

Political battles about issues are often also battles over how the issues are framed. Michael Dukakis lost the 1988 U.S. Presidential election in a campaign where his opponent successfully framed major issues around a contrast between "Liberal" and "Conservative" positions and attached particular meanings to those labels. A different framing might have led voters to understand the issues differently.

• Avoid unsupported claims or positions that may seem extreme or disconnected from people’s experiences. Ground messages in credible evidence, shared goals, and community perspectives. When strong evidence challenges common beliefs, address those misconceptions clearly. For example, research supports comprehensive sexuality education as a more effective approach than abstinence-only or “just say no” messaging for promoting safer sexual behaviors and reducing unintended pregnancies among adolescents.

When misconceptions are widespread, it may be necessary to present clear evidence, reliable data, and findings from trusted research to help people reconsider what they think they know. Effective framing does not ignore facts to avoid controversy; rather, it communicates evidence in ways that are understandable, credible, and meaningful to the intended audience.

• Where possible, emphasize common ground and universal or near-universal values. "We all want our children to be healthy." "Everyone needs safe drinking water."

Enlist respected community members as representatives and spokespersons. The list of potential spokespersons is long, and similar to that of those whose support you need, given earlier, with a few additions:

• Clergy and other faith community leaders
• Business leaders
• Activists
• Local entertainment and sports figures
• Respected community members. These can include people who have no official position, but who are known for their wisdom, dedication to community service, or other valued qualities.
• Elected or appointed officials who are widely trusted within the community.
• Opinion leaders
• Those affected by the issue, either directly (young people who have experienced violence) or indirectly (emergency room physicians who treat young people who have experienced violence).
• Recognized authorities on the issue – researchers, academics, professionals, etc.

Make common cause with other groups. Try to draw in other groups that share your concerns about the issue, or that may see a connection between your goals and theirs.

• Coalitions.
• Communities of faith and clergy associations.
• Neighborhood organizations and other grassroots groups.
• Agencies or initiatives with purposes or goals similar to yours. A campaign to prevent youth violence, for instance, might find common ground with Big Brother/Big Sister, the schools, youth leadership organizations, and other groups concerned with child welfare.
• Professional organizations concerned with the issue.

Become a trusted source of information. Always do your homework, and be prepared to respond thoughtfully to arguments against your effort. You should know as much as possible about your issue, and should be able to demonstrate why addressing it is necessary and why particular approaches may be appropriate.

If you can't respond to strong arguments against your position, then it may be time to rethink part of it. Is some of your thinking inaccurate or incomplete? It's better to revise your position when the evidence calls for it than to defend a claim simply to avoid admitting that you were wrong.

Take advantage of opportunities. When those events that we discussed above in "When should you try to gain support?" come up, use them. Point out how they demonstrate the need to address the issue. Use your knowledge to explain what could be done to improve the situation. Be alert for appropriate opportunities to build support.

Use the media. By establishing a mutually beneficial relationship with local newspapers, radio, and TV, as well as local digital media, you can get your message out to the public and build a base of public support.

Use the Internet. A community website, online discussion forum, social media account, text or messaging group, or e-mail list can all be effective tools for building community support and keeping people informed. They also provide fast ways to organize supporters for action.

Gain support one individual and organization at a time. Often, public support gets built through many personal contacts over time.

Once you have an individual on board, perhaps you can encourage them to host a small gathering of friends and acquaintances to discuss the issue, or to participate in a community presentation. Perhaps they'll simply discuss the issue with people they know, who may then discuss it with others. You can reach a lot of people that way.

People often place considerable trust in those they know personally. You can gain an enormous amount of support, especially in a close neighborhood or small town, through word of mouth. Don't overlook the opportunity.

Ask people to do something, rather than just telling them about the issue. People may be more likely to support an effort when they have meaningful ways to contribute. Giving them an opportunity to influence how the issue is addressed can help build ownership of the process. Some things the public might do:

• Write, call, or e-mail politicians to advocate.
• Report situations involving abuse, drug dealing, child malnutrition, or other concerns to the appropriate authorities or services.
• Join a neighborhood watch or other active group.
• Change their behavior, even in a small way: try going without smoking for a day, get their blood pressure checked, or have a respectful conversation with a person experiencing homelessness.
• Go to a meeting or rally.
• Volunteer, either with a direct service organization, or for an initiative or coalition.
• Hold a small home-based or neighborhood meeting to discuss the issue.

Create activities or events that highlight the issue, and also involve the public. Examples include organizing the clean-up of a vacant lot with volunteer labor, and a "Take Back the Night" evening rally against street violence. Each of these events can also lead to follow-up: the first could result in turning the cleaned-up lot into a neighborhood playground or other community space; the second could evolve into additional community safety efforts or a campaign to make nighttime public spaces safer and more welcoming.

As your support grows, demonstrate it at appropriate opportunities. Showing that people from many parts of the community support the effort can encourage others to learn more and participate.

Recognize and give awards to community members who do things to affect the issue and demonstrate their support for your work.

• Politicians who support your cause and work to change policy accordingly.
• Community volunteers who work on your issue.
• Organizations – or their directors or staff members – that do an outstanding job on your issue.

When you give an award or hold a recognition ceremony, consider inviting the media so the community can learn about the contributions being recognized.

Celebrate accomplishments publicly.

Share or transfer leadership of the effort to the community, if that's feasible. A community may be more willing to support something that is genuinely rooted in local leadership and participation. You and your organization can remain involved without necessarily controlling the effort. Whether community leadership makes sense depends on the situation and what needs to be done.

Follow up and maintain support. Once you've gained public support, you have to keep it. Don't take the support of any individual or group for granted, but continue to maintain contact and relationships. Continue also to expand your base of support, adding new people and groups where appropriate. You may never have unanimous support, but sustained outreach can help build a broad and durable community base that keeps attention on the issue.

In Summary

Real public support for addressing issues is more than simply public knowledge of those issues. Rather, it means that a broad part of the community sees them as deserving attention and action.

Public support is crucial because it lends credibility to your efforts, helps you gain further support, provides strength for action or political advocacy, and creates community ownership of measures to address the issue. In order to build that public support, it can help to first engage key individuals and groups in the community – trusted figures from various walks of life, people directly affected by the issue, and others with relevant knowledge and credibility.

Building public support is an ongoing process – indeed, it should never stop – but can be especially effective when the issue is highlighted by a crisis, or by particular events or situations. New information or publications that draw attention to the issue can also be used to advantage, as can political opportunity. Any time the issue is before the public may be a good time to try to enlist community support for addressing it.

Actually obtaining community support requires attention to several concerns:

• Define the issue. This includes framing it effectively, recruiting appropriate people as representatives and spokespersons, making common cause with other organizations, and becoming a trusted source of information on the subject.
• Communicate with community members. Use appropriate opportunities – both those that present themselves by circumstance and those that you create – and a variety of avenues, including the media, the Internet, and person-to-person communication, to build public support.
• Ask people to do something that gives them a meaningful role in addressing the issue and encourages shared ownership of developing and carrying out solutions.
• Make your support and accomplishments visible. Stage activities and events, give awards, celebrate successes, and share information about the extent of community participation. Let the community know that the effort has a broad foundation.
• Share or transfer leadership of the effort to the community, if that's appropriate, thereby strengthening local ownership.
• Follow up and maintain your support over time.

It's difficult to address community health and development issues effectively without broad-based community support. If you can use the strategies suggested here to build and maintain that support, you'll be in a stronger position to address the health and development needs of your community.