General Public Communication
There will be a range of support from pro-privatization to high intensity opposition. People will move within the two boundaries during the privatization process. The key is to move the meter so that the supporters out number the objectors. This can be incredibly difficult at times. The vocal objectors generally get the media's ear. It is a simple fact that controversy sells. Many privatization initiatives have died because of the public outcry. In many cases, the privatization effort was the correct decision, but due to poor communication with the general public, the real story never got out.
The strategy used by public companies when explaining a controversial subject is no different than that used in the privatization arena:
1 . Be proactive in conveying the facts through the various forms of media.
2. Hold a selected few public hearings so people can have their opportunity to express their concerns and you have the opportunity to share the facts. There will be many preconceived myths about privatization. To have available past government employees who have been through a positive privatization process sharing their stories goes a long way to calm the waters.
3. Staff the public hearing with individuals who have been trained in empathic listening. First, understand the concern before you offer the solution.
4. Share with the public the control or oversight capacity the government will have in the long-term relationship with the private company.
5. If the R.F.P. has been correctly orchestrated, consideration will have been given to the successful bidder's historic commitment to supporting the community. Share with the public some of the community- support activities the finalist has done in the past.
6. Do not oversell. Do not promise something the private company is not obligated to perform. Do share the strengths of the private company and what commitments they have made towards employee retention, capital investment, environmental concerns, partnership cooperation and time lines for actions and investments.
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