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understanding and engagement (see Box 38). Find out if any such activities have been done in the past
and build on local insights and guidance about what worked well. Think ahead and plan accordingly for
unique challenges and opportunities that may arise, including differences in language, literacy, ethnicity,
social status, and class or caste. Try to understand and respect any pre-existing relations, dynamics, or
procedures that guide engagement between members or leaders of different communities.
C.
RAISING AWARENESS AMONGST THE BROADER PUBLIC
KEY TOOLS
Activity monitoring table
Forum theatre
Image theatre
Multi-stakeholder role play
Identifying relevant social media tools
Participatory video
Photo stories
Audio interviews
In addition to building awareness about the protocol at the community level, you may wish to inform the
broader public. This could be done by the community members themselves or by engaging with journalists
and mainstream media. Facilitate a discussion about potential advantages and disadvantages (see Table
19) and agree collectively on the most appropriate way forwards.
Table 19: Potential advantages and disadvantages of raising public awareness about your community protocol
Potential Advantages
Public attention and interest in key issues
Attempts to reduce public’s impact such as through
more informed consumer choices
Public pressure on politicians and decision-makers
Tangible forms of support such as donations or human
resources
Potential Disadvantages
Inappropriate scrutiny of journalists
Unwanted presence of curious public or tourists
Inaccurate editing of stories or details
Tendency of mainstream media to sensationalize
information
The most common ways to raise awareness amongst the broader public is through mainstream media
tools such as press releases, press conferences, interviews, and gaining coverage in local and national
newspapers, radio, and television. See Box 39 for general tips for seeking media coverage. Where
possible, establish connections with journalists who are sympathetic to your cause and who are willing to
follow your community’s story as news emerges. Engaging with mainstream media can be difficult, time
consuming, and sometimes frustrating, but can provide a much-needed boost to public awareness about
your community and the issues you are facing.
Make the information newsworthy
Present concise facts and be prepared to provide further information or answers
Choose your location wisely – provide a visual background to the story
Make it clear to the audience why the issue is important
Ensure the first 10 words or 10 seconds are the most effective and attentiongrabbing
Provide contact details such as name, address, phone and fax numbers, email and
web addresses
Make it as easy as possible for journalists to follow up with your story
Box 39: Tips for seeking media coverage
In addition to mainstream media, communities are becoming more and more innovative with the use of
social media such as blogs, Facebook, Twitter, and online petitions. You could also adapt other
participatory communication tools for these purposes, including maps, theatre, photography, and radio
(see Box 40). Please refer to Part I, Section IV for further guidance and ideas about the use of social media
and other communication tools to raise awareness amongst the broader public.