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The Public:


Educating
the general public is a complex task. In general, the public has no desire to
learn more about what the agency does. They believe that they do not have and
will not have need for agency services. Thus, strategic communication with
public stakeholders works best when targeted to specific groups within the
general public.


  1. On a
    revolving-schedule basis, meet with social services agencies,
    parent-teacher organizations, service clubs, unions, spiritual leaders,
    and members of the business community to brief them about the agency’s
    successes and needs. Listen carefully to their issues and concerns. Let
    them know what they can reasonably expect from the agency and invite them
    to contact you with questions they may have concerning general agency
    policies and procedures, including perceived lapses in the implementation
    of those policies and procedures.
  2. Demonstrate
    the agency’s accountability for its use of the financial resources and
    authority given it to achieve child safety and family stability. Develop
    regular, unsolicited, one to two page reports that you can hand to
    stakeholders when you meet with them.
  3. Pro-actively
    look for and exploit potential strategies to actively engage members of
    the community in the work of increasing child safety. A person who
    contributes to reaching a goal is more likely to be an ally.
  4. Be
    absolutely clear that parents are responsible for rearing their children.
    The child protection agency only intervenes in a family situation when
    parents cannot or will not appropriately provide for the safety and
    well-being of their children and the Children’s Safety Net is unsuccessful
    in supporting the parents in this effort.





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