Picketing is a form of protest in which people (called picketers) congregate outside a place of work or location where an event is taking place. Often, this is done in an attempt to dissuade others from going in ("crossing the picket line"), but it can also be done to draw public attention to a cause. Picketers normally endeavor to be non-violent. It can have a number of aims, but is generally to put pressure on the party targeted to meet particular demands and/or cease operations. This pressure is achieved by harming the business through loss of customers and negative publicity, or by discouraging or preventing workers and/or customers from entering the site and thereby preventing the business from operating normally.