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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

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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

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(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

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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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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

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Messages ideal for framing housing issues in Letters to Editor

Note how messaging creates ‘our headline’

In the In the MediaMedia

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• In some cases, you can use multiple messages, and hybrid versions of the messages

In the In the MediaMedia

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• Expanding on ‘opportunity’ theme

In the In the MediaMedia

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• Always use messaging in press releases. Sometimes, media outlets will use your words verbatim

In the In the MediaMedia

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Outreach MaterialsOutreach MaterialsMessaging makes housing information more accessible

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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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