One thing that has helped over here is 'out-reach' to the various emergency services to increase understanding of what we as a service provider can do (sorry about the 'corporate speech').
Totally - but unfortunately one bad experience when dealing with Kinloss will put off an emerg servs control room from bothering to ask again, no matter how hard the local SAR crews have tried to build bridges. The boss of the ARCC 7-8 years ago prided himself on having significantly reduced the number of callouts that the SAR Force got, by turning down all but the most pressing requests...sadly his mindset seems to live on, both in the attitude of some of the current ARCC pers and in the memory of civ control room staff!