Talking About Community Needs

Talking About Community Needs

April 11, 2008

New Hampshire Housing

Facts Are

Meaningless

Meaning comesfrom the story.

Facts illustrate the story

People receive every message in terms of what they already know and believe.

Why Framing

Framing directs thinking and understanding.

Frames and leadership

Provides language that resonates with broad range of constituents

Setting the terms of debate

Effective communication frames are rooted in assumptions that opponents won’t publicly refute

Story

Story is the underlying structure of communication

What story do people already

know and believe?

AFFORDABLE HOUSING

Fannie Mae Foundation – Hart Research

We need to change the public's perception of affordable housing by using different language and painting a different picture.

…convey fresh notions of homes that are desirable … for all of us.

Supply&Demand

Consumer story

Social story

"Workforce Housing" means a broad range of owner and renter housing, meeting the needs of families and individuals that represent the majority of New Hampshire's diverse workforce and whose income is generally below 120% of the area median.

[…]Workforce Housing can include, but is not limited to, subsidized and affordable housing. It is best provided near places of employment.

The Workforce Housing Council (WHC) is a statewide organization that promotes ways to increase and diversify the supply of housing so employers will view our state as an attractive place to live and work.

Work Force housing

CPHA is finding solutions. We know that there are better ways to create communities where there is a place for everyone --the executive, the teacher, the police officer, the home health aide, and the custodian.

The root of the problem is the striking mismatch between the demand for and the supply of affordable housing -- or, more accurately, affordable housing near jobs....

Moderate-income families aren't able to buy Lamborghinis or Armani, but they can buy cars and clothes. So while it's obvious why they can't afford McMansions, it's not so obvious why they can't afford decent housing. They demand it. Shouldn't the market supply it?

The Housing Crisis Goes SuburbanAugust 26, 2006

Eventually, politicians may rediscover housing -- not as an urban poverty issue, but as a middle-class quality-of-life issue, like gas prices or health care. Homeownership is often described as the American dream, but these days many workers would settle for a decent rental that won't bankrupt their families.

The Housing Crisis Goes SuburbanAugust 26, 2006

Growth & Development Frame

I. Evoke Values: Big Picture/Options, Fairness, Benefit to Community, Public Participation.

II. Establish the Context: Local progress, change, growth and development

III. Define the Issue: What, where and how should we build next?

Big Picture & Options, Fairness, Benefit to Community, Public Participation

Progress, change, growth and development

Where, what and how do we change or grow

Rules of a frame

Words evoke frames

Evoking a frame reinforces the frame

Negating a frame evokes the frame

Say what you mean

Strategic Communication

Strategy

1. What do you want to have happen?

Strategy

1. What do you want to happen?

Who can make it happen?

Strategy

1. What do you want to happen?

2. Who can make it happen?

What story do they need to hear?

Strategy

1. What do you want to happen?

2. Who can make it happen?

3. What story do they need to hear?

Who do they need to hear it from?

Strategy

1. What do you want to happen?2. Who can make it happen?3. What story do they need to hear?4. Who do they need to hear it from?

How do you get the story to them?

Strategy

1. What do you want to happen?

2. Who can make it happen?

3. What story do they need to hear?

4. Who do they need to hear it from?

5. How do you get the story to them?

Strategy

The art of getting someone to do something

Michael GoldbergActionMedia

ActionMedia@ActionMedia.org612-331-6466

Michael GoldbergActionMedia

ActionMedia@ActionMedia.org612-331-6466

Michael GoldbergActionMedia

ActionMedia@ActionMedia.org612-331-6466