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The role of
paid publicity – targeting, signposting and sustaining
As with news coverage, paid publicity can
operate simultaneously at different levels and in different ways,
including:
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Creating awareness
of crime issues and crime reduction initiatives by using the most
effective and relevant direct communication with key target groups.
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Providing essential
information which will lead people to take action to prevent crime, and
signposting sources of practical help and help – such as local crime
prevention and community safety officers.
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Engaging with wider
groups and networks in the community who may also have an influence on,
and a means of outreach to those at greatest risk; and
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Programme outreach –
using publicity as part of a concerted campaign against a particular crime
problem, possibly alongside police, local authority and other agency
operations. The publicity generates and sustains community support and
action, as well as giving a focal point for the agencies involved.
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