Prepare for Resistance

Environmental prevention efforts involve taking a stand about a specific issue and seeking to change that issue to improve the community. There will always be someone who will not share your opinion about the issue, not want change, or not want to address the problem in the same way that you do. Expect and prepare for resistance.

Interview friendly partners. Survey other prevention practitioners and key community decision-makers about potential adversaries, why they might be an adversary, why they would want to maintain the status quo, what they might lose if your program is successful, what they have done in the past, whether they were successful, and how you might diminish resistance.

Develop relationships with potential adversaries. If you appear to have a well-defined adversary, consider meeting with this individual or group leader. First, identify common values. Second, identify areas of common agreement about the issue. Third, pinpoint areas of disagreement. Identify whether compromise is possible and appropriate.

Develop relationships with the media. Establish relationships with editors, reporters, and other local media. This increases the likelihood of coverage for prevention activities. Meet with media representatives, provide them with background materials and contact information, and ask them what you can do to help make their jobs easier. Doing so can help you to get your side of the story out before resistance develops or after it appears.

Prepare responses. As word about your program spreads throughout the community, misinformation and opposition may emerge. Someone may misunderstand or misrepresent your prevention efforts. Develop response plans, including who will speak on behalf of the program, what they will say, and what the goals and objectives are. A trusted community leader not part of the effort might be the best person to respond to damaging misinformation.