Word of mouth doesn't have to take months. I was talking to a couple of residents a while ago about rumour and misinformation in an area of intense regeneration activity, and we touched on the value as well as the problematic nature of rumour. The following anecdote was offered with the conviction of truth of someone reading a log book.
A community activist was busy organising a meeting about an issue they perceived to be important, but too few people promised to come. Tactics adopted included getting on a local bus with a colleague, and using a loud whisper, convincingly foretelling a negative development which would have an unhappy effect on everyone locally. According to the story, this did the trick: the meeting was very well attended.
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