In my opinion, instead of trying to spread awareness broadly, SI should focus on persuading/learning from just a few AI researchers who are most sympathetic to its current position. Those researchers will be able to inform their position and tell them how to persuade the rest most effectively.
Series: How to Purchase AI Risk Reduction
Another method for purchasing AI risk reduction is to raise the safety-consciousness of researchers doing work related to AGI.
The Singularity Institute is conducting a study of scientists who decided to either (1) stop researching some topic after realizing it might be dangerous, or who (2) forked their career into advocacy, activism, ethics, etc. because they became concerned about the potential negative consequences of their work. From this historical inquiry we hope to learn some things about what causes scientists to become so concerned about the consequences of their work that they take action. Some of the examples we've found so far: Michael Michaud (resigned from SETI in part due to worries about the safety of trying to contact ET), Joseph Rotblat (resigned from the Manhattan Project before the end of the war due to concerns about the destructive impact of nuclear weapons), and Paul Berg (became part of a self-imposed moratorium on recombinant DNA back when it was still unknown how dangerous this new technology could be).
What else can be done?
Naturally, these efforts should be directed toward researchers who are both highly competent and whose work is very relevant to development toward AGI: researchers like Josh Tenenbaum, Shane Legg, and Henry Markram.