Messages: Are the messages and information we convey understandable to the public?
• It would be reasonable to test the messages on different groups to find out if they are clear and invite people to read and listen and change their opinions.
• Complex information could be visualised (pictures, infographics, videos) on online environments; this will ensure interest in the information and a better understanding and retention of it. It is really important to think about the language used in the messages: is it about the development of the school service network or just closing schools?
• For the issue to draw enough media attention, it has to address many people, present an interesting point of view and point to connections and impact so that people could identify with the issue and feel personally involved.
• Be creative: the municipality has to think in new ways if they want to reach their target groups. For instance, you can play with the language – be creative with words – we don’t always have to be politically correct.
• It should be emphasised that it is always best to be the first to provide information to the media, even in a situation in which the message is not necessarily favourable to the local government. Honesty and willingness to cooperate engender a better relationship with the media as well as a more understanding and cooperative attitude from all groups.