In his review of public opinion on aid, Ian Smillie argues that leadership must listen to the polls showing that many people in the North do care and want to help the economically poor. He suggests that leadership must convince and inspire ordinary people as well as the media, that long term self-interest lies in long-term disaster prevention rather than short-term advantage and short-term crisis management.
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Smillie, I. Public Support and the Politics of Aid. Development 42, 71–76 (1999). https://doi.org/10.1057/palgrave.development.1110063