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Media/Messaging for Affordable Housing. What We Learned and How We Can Use It - PowerPoint PPT Presentation
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Media/Messaging for Media/Messaging for Affordable HousingAffordable Housing
What We Learned
and
How We Can Use It
CDN would like to acknowledge the resources and work of the Neighborhood Partnership Fund, the City of Portland, Multnomah County, Larry Wallack, Patricia McCaig, Gary Conkling, Renee
Davidson, and all of the participants in the Housing Messaging Think Tank
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Media/Messaging for Media/Messaging for Affordable HousingAffordable Housing
Objectives:
• To introduce and engage housing advocates with messaging strategy derived from work in Portland with media and messaging expert Larry Wallack and pollster Patricia McCaig
• Present members with options how to use messaging work in regular organizational activities
• Encourage increase advocacy using the messaging to advance housing as a community priority
3
Messaging a Tool, Not a Messaging a Tool, Not a GuideGuide
Messaging not intended to guide mission
Messaging makes mission inspirational
Messages are broad enough, we can talk effectively about all those we serve‘Homeless’ or ‘people with disabilities’? ‘Low income households’ or ‘hard
working families’
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FramesFrames
We receive facts in terms of our internal frames
Frames don’t appear overnight
We must understand what frames other people are applying and deliberately put our messages into frames that help us in the long term.
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Frames you may recognizeFrames you may recognize
Death Tax
Personal Accounts
Tax Reform
Culture of Life
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Lakoff’s three levels of analysisLakoff’s three levels of analysis Level 1: Big ideas and universal values
like fairness, equality, and justice
Level 2: Issue types such as civil rights, the environment, public health
Level 3: Specific policy areas such as affordable housing, beer taxes, toxic waste sites
Adapted from The Frameworks Institute
http://www.frameworksinstitute.org
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Problem with Progressive Problem with Progressive FramesFrames
Progressive often spend too much time on issues and specific policies, rather than invoking values and big ideas
NUMBers leave many folks NUMB
We need to both simplify and amplify: Value frames are easier to understand and more likely to tap into people’s passion
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Value Frames suggested by Value Frames suggested by George LakoffGeorge Lakoff
National Debt vs. Baby Tax
Environmental Protection vs. Poison-free communities
Trial lawyer vs. Public protection attorney
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Developing a messageDeveloping a message
Statement of concern,
what is wrong? Statement of the value/frame,
why it matters? Statement of solution,
what is the policy?
Adapted from Berkeley Media Studies
http:// www.BMSG.org
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Message DevelopmentMessage Development
How do we determine what messages work? RESEARCH AND POLLING
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Messages that WorkMessages that WorkHardworking people should be able to afford housing and still have enough money for groceries and other basic necessities
Children deserve an opportunity to succeed in school and life, which is tied to having a stable home
Housing gives people an opportunity to build better lives. To succeed you need a place to call home
Its only fair that everyone has a safe, decent place to live
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Messaging ExerciseMessaging Exercise
Break into groups of two. Using 1 of the 4 messages, develop a one minute statement in with you make a case for more funding for land trusts
Lead with your chosen message, and use the message forumula:
Statement of concern, what is wrong? Use an example from your job
Statement of the value, why it matters? Build on the value from the message you chose
Statement of solution, what is the policy? Choose one of the three policy solutions that would bring more funding for housing
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Message DisciplineMessage Discipline
Once you identify message that work, Message Discipline is essential
Repetition establishes steady drum-beatAvoid getting mired into details
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Messaging Exercise Messaging Exercise
Pivoting: Use ‘safety phrase’ to re-direct converstion
Find a partner. Use you one minute statement. The listener will challenge the speaker’s statement and the speaker will use a safety phrase in response. The goal of this exercise is to learn how to ‘reframe’ a conversation back to your values based message.
Sample challenges: We are in tight budget times. Where is this money coming from?
We need to focus all our attention on schools.
Why should I support a handout program? People should be able to make it with a crutch from the taxpayers.
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Housing Poll: Portland Metro Housing Poll: Portland Metro Area, Summer 2004Area, Summer 2004
SampleSample 600 interviews of registered voters.600 interviews of registered voters. 200 each - Clackamas, Multnomah, and 200 each - Clackamas, Multnomah, and
Washington countiesWashington counties MethodMethod
Telephone interviews conducted August 31- Telephone interviews conducted August 31- September 2, 2004September 2, 2004
+/- 4% margin of error+/- 4% margin of error
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PurposePurpose Probe public awareness and general Probe public awareness and general
attitudes about affordable housing;attitudes about affordable housing;
Identify affordable housing priorities & Identify affordable housing priorities & key beneficiaries;key beneficiaries;
Test different messages and Test different messages and messengersmessengers
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Interesting DemographicsInteresting Demographics
Homeownership:Homeownership:
81% of survey respondents were homeowners81% of survey respondents were homeowners•18-34 39% own home 61% no•35-54 87% own home 13% no•55 + 86% own home 14% no
Plan to buy or sell home in next 5 years?Plan to buy or sell home in next 5 years?• 33% plan to buy or sell • 67% no
Of those who own home (81%)•29% plan to buy or sell home)•71% no
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Now, thinking about your community, how would Now, thinking about your community, how would you describe the you describe the availabilityavailability of of low cost housinglow cost housing? ?
Split sampleSplit sample (Q6&7)(Q6&7)
6%
40% 37%
11%6%
0%
20%
40%
60%
80%
VeryAvailable
SomewhatAvailable
Not veryAvailable
Not at allAvailable
Don't Know
Low Cost Housing
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Now, thinking about your community, how would Now, thinking about your community, how would you describe the you describe the availabilityavailability of of affordable affordable
housinghousing? ? Split sampleSplit sample (Q6&7)(Q6&7)
11%
51%
29%
7% 3%
0%
20%
40%
60%
80%
VeryAvailable
SomewhatAvailable
Not veryAvailable
Not at allAvailable
Don't Know
Affordable Housing
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Now, thinking about your community, how would Now, thinking about your community, how would you describe the you describe the availabilityavailability of low of low
cost/affordable housing? cost/affordable housing? Split sampleSplit sample (Q6&7)(Q6&7)
6%11%
40%
51%
37%29%
11% 7% 6% 3%
0%
20%
40%
60%
80%
VeryAvailable
SomewhatAvailable
Not veryAvailable
Not at allAvailable
Don't Know
Low Cost HousingAffordable Housing
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What are the top two issues you’d like to What are the top two issues you’d like to see your local elected officials do see your local elected officials do
something about? something about? (Q2) (open-ended)(Q2) (open-ended)
7%
7%
7%
7%
8%
9%
10%
12%
12%
13%
24%
0% 10% 20% 30% 40% 50%
Education (General)
Taxes
Jobs/Unemployment
Health Care/Insurance
Road Construction/Maint
Education Funding
Safety/Law Enforcement
Affordable Housing
Crime/Drugs
Control Growth
Traffic
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Now, I’d like to read you a list of issues facing your Now, I’d like to read you a list of issues facing your community today. Using a scale of 0 to 10, I’d like community today. Using a scale of 0 to 10, I’d like you to tell me how much each issue concerns you you to tell me how much each issue concerns you
personally. personally. (Q3)(Q3)
28%
34%
42%
49%
51%
53%
58%
59%
76%
0% 20% 40% 60% 80% 100%
Very Concerned (8-10)
The cost of healthcare
Prep kids - college/work
Guarantee funding for K-12
Prev crime/public safety
Protecting water quality
Not enough family wage jobs
Improving roads/trans system
Lack of affordable housing
Lack of low cost housing
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Next, I’m going to read you two different statements about Next, I’m going to read you two different statements about government’s role in providing more affordable housing in government’s role in providing more affordable housing in
your community. Please tell me which statement most your community. Please tell me which statement most accurately reflects your point of view. (accurately reflects your point of view. (Q10)Q10)
39%
55%
7%
0%
20%
40%
60%
80%
100%
Statement A Statement B Don't Know
Statement A
“Hard work and personal responsibility are the keys to personal achievement –
including home ownership. Government programs already do
enough to take care of the needy in our community. Providing affordable housing is just another handout &
make it harder for people to succeed.”
Statement B
“A core belief in America has been that if you worked hard you could afford a decent home. Today, someone who earns minimum wage cannot afford a
one-bedroom apartment at fair market rent anywhere in America.
Government should help anyone who works afford a decent home, even if
they make minimum wage.”
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Next, I’m going to read you different statements some people Next, I’m going to read you different statements some people make about affordable housing. Please tell me if you strongly make about affordable housing. Please tell me if you strongly
agree, somewhat agree, somewhat disagree, or strongly agree, somewhat agree, somewhat disagree, or strongly disagree with the statement. disagree with the statement. (Q8)(Q8)
76%
77%
81%
86%
53%
47%
0% 20% 40% 60% 80% 100%
Strongly Agree
Hard-working people should be able to afford housing/still
have $ for food & basic necessities.
Children deserve an opportunity to succeed in
school / life, which is tied to having a stable home.
Housing gives people opport. to build better lives. To
succeed, you need a place to call home.
It’s only fair that everyone has a safe, decent place to
live.
Family home buying power has not kept pace with the
rise in home prices.
Communities are stronger when they provide a range of housing for different income
levels
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(Q8) (continued)(Q8) (continued)
26%
29%
36%
37%
41%
46%
0% 20% 40% 60% 80% 100%
Strongly Agree
If people want to own a home they need to earn it.
Investing in housing is good for our economy because it
creates local jobs.
Jobs come first, affordable housing will follow.
Low income working families cannot find affordable
housing.
Local government should help provide a range of affordable
housing for individuals/ and families in their communities.
Government spending on affordable housing saves $ for
other services - health care/public safety/jails.
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Now, I’d like to read you a list of different groups of Now, I’d like to read you a list of different groups of people who may need assistance in securing an people who may need assistance in securing an affordable place to live. Using a scale of 0 to 10, affordable place to live. Using a scale of 0 to 10, please rate each of the following. please rate each of the following. (combined 7-10)(combined 7-10) (Q9)(Q9)
12%
13%
15%
22%
21%
24%
36%
38%
41%
48%
19%
20%
29%
28%
31%
23%
29%
30%
31%
33%
0% 20% 40% 60% 80% 100%
Students
People in Transition
1st Time Home Buyers
Minorities
Young Families
The Homeless
Working Poor
Single Mothers
Seniors
Disabled Persons
High Priority (9-10) (7-8)
81%81%
72%72%
68%68%
65%65%
47%47%
52%52%
50%50%
44%44%
33%33%
31%31%
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I’d like to ask you about your priorities for affordable housing I’d like to ask you about your priorities for affordable housing funds. I’m going to read you some different affordable funds. I’m going to read you some different affordable
housing programs. Using a scale of 0 to 10, please rate the housing programs. Using a scale of 0 to 10, please rate the importance of each program for funding. importance of each program for funding. (Q11)(Q11)
23%
24%
28%
32%
34%
32%
30%
35%
32%
37%
0% 20% 40% 60% 80% 100%
High Priority (9-10)
Providing care services to low income residents who are
disabled or can’t live totally independently.
Providing emergency housing assistance for families facing
sudden job loss, death or a serious health crisis.
Providing housing for people with special needs.
Assisting low income families and individuals with home repairs.
Rehabilitating existing low income housing.
7-8
71%
64%
63%
54%
55%
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(Q11) Continued(Q11) Continued
18%
18%
17%
20%
21%
24%
28%
29%
26%
33%
0% 20% 40% 60% 80% 100%
High Priority (9-10)
Acquiring and preserving affordable units and
rents.
Providing housing for the homeless.
Assisting low income individuals and families
in becoming homeowners.
Building more rental and low income housing for
individuals and families.
Providing rent assistance to low income people.
7- 8
54%
46%
46%
46%
44%
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Finally, I’d like to read you some people and groups who might Finally, I’d like to read you some people and groups who might speak out on affordable housing needs. For each one, please speak out on affordable housing needs. For each one, please tell me whether you would find them very believable in talking tell me whether you would find them very believable in talking
about affordable housing needs. (very and somewhat about affordable housing needs. (very and somewhat combined) combined) (Q21)(Q21)
72%
70%
68%
68%
66%
66%
66%
0% 20% 40% 60% 80% 100%
Very Believable Somewhat Believable
Oregon Food Bank
Police and sheriffs
Non profit / charitable
groups
Small business
Neighborhood Associations
Educators
Religious leaders
30
(Q21) (very and somewhat combined) Continued(Q21) (very and somewhat combined) Continued
65%
57%
54%
50%
50%
49%
42%
36%
0% 20% 40% 60% 80% 100%
Very Believable Somewhat Believable
League of Women Voters
Local Chambers of Commerce
Ecumenical Ministries of Oregon
Homebuilders
Local elected officials
Realtors
Oregon Business Alliance
Developers
31
Messages that WorkMessages that WorkHardworking people should be able to afford housing and still have enough money for groceries and other basic necessities
Children deserve an opportunity to succeed in school and life, which is tied to having a stable home
Housing gives people an opportunity to build better lives. To succeed you need a place to call home
Its only fair that everyone has a safe, decent place to live
32
Putting the Messaging to Putting the Messaging to WorkWork
In the media
In housing information materials
In your organization’s publications
In grant applications and reporting
33
Messages ideal for framing housing issues in Letters to Editor
Note how messaging creates ‘our headline’
In the In the MediaMedia
34
• In some cases, you can use multiple messages, and hybrid versions of the messages
In the In the MediaMedia
35
• Expanding on ‘opportunity’ theme
In the In the MediaMedia
36
• Always use messaging in press releases. Sometimes, media outlets will use your words verbatim
In the In the MediaMedia
37
Outreach MaterialsOutreach MaterialsMessaging makes housing information more accessible
38
Outreach MaterialsOutreach MaterialsFrom Information to Inspiration
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Outreach MaterialsOutreach MaterialsUse the messaging in your newsletter: PCLT Spring News
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Messaging ExerciseMessaging Exercise
Using one or messages, write a letter to the editor or opening 2 paragraphs to organizational newsletter
• About new project, or promoting a policy to increase funding to land trusts
• Remember: Issue/problem, frame and solution• No more than 100 words
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