Impressions, Influence, Impact Communications Tactics that Work

1. Anne Ehlers Director of Communications & Development North Carolina Housing Coalition Tom Burton Media Specialist Antionette Kerr Executive Director Lexington Housing CDC Impressions, Influence, Impact Communications Tactics that Work

2. Tell Your Story • Key messages • Importance of Visuals In Person In the Press In Practice • 55/38/7 • Strength/Warmth • Common Ground • Story Pitch • Values • Writing Tips • Budget Op-ed • Housing for Vets

3. Four Key Messages • People who need affordable housing are working families with children, young adults, seniors and persons with disabilities • Too many people can’t find an affordable place to live • Our children deserve a safe, stable home • Communities that offer more affordable housing options are stronger economically

4. Telling your story • Characters you can relate to • A plot you can believe in • A call to action

5. Social Math • Put large numbers in social context • Use situations/contexts that your audience is • familiar with • Popcorn example

6. Importance of Visuals • Visuals help reality set in • Visuals can change someone’s perspective • Once someone has a picture in their head, • it’s hard to replace it.

9. In Person • 55/38/7 • Strength/Warmth = Happy Warrior • Find common ground • Choose your messenger • Prepare your answers

10. In the Press • Story pitch – don’t wait for a conflict • Lead with values • Writing tips

11. Story Ideas • Openings • County fact sheets • Out of reach report

12. Press Release • Have a good reason for sending out the release • Keep it short • Follow the format • Include quotes • Email (pdf attachments) • Distribute (good time to update your list)

13. Letter to the Editor • Keep it short (200 words) • Timely (get it out within 24-48 hours) • Take a stand • Refer to the article to which you’re responding • Don’t send on Friday

14. Op-ed • Timely, must be in response to current issue • Write exclusively for one paper • Keep it between 700-800 words • Stay on point • Follow up • Write with reason and logic, not emotion

15. In Practice • Key Messages • Who needs affordable housing? • What’s the economic impact?

16. Share Your Needs • Establish an open commission

17. Social Networking • Share information • Example: $7.8 million in the Gov's budget for the Housing Trust Fund. 780 jobs created. • Use hashtags # to draw attention • Example: #ncpol #ncgov

18. REPEAT: Don’t Wait for a Conflict • Tell your story from a people perspective • Winston Salem Journal, 2008 • Caption read: “Residents Glad to See Apartments Fall”

19. Find a Willing Cheerleader • Example: Margaret Berry is a retired teacher who moved into one of the renovated homes and she loves living in the community

20. When Conflicts Arise – Be Strategic • Conflict: • “The Lexington City Council reviewed this past year’s goals Wednesday and discussed modifying the city’s direction, ditching the ninth goal of supporting homeownership and replacing it with a new one: valuing a diverse, professional staff that is well-trained and reflects the community.”

21. When Conflicts Arise – Be Strategic • Response: • Meeting called with city leaders, board, staff (clients attended) • Email and social media blast • Contacted media • Asked Board to reach out to council person/s that they knew • Contacted the NC Housing Coalition for outside advice and communication strategies (provided an impressive letter to the editor) • Helped the City draft a goal that was a compromise

22. When Conflicts Arise – Be Strategic • Outcome: • Lexington City Council returned homeownership to a top-level goal • 12 op-eds, articles and columns were written in response to the conflict • Who wins? Mr. Curlee (pictured). He’s a veteran and former client.

23. Questions and Discussion Anne Ehlers Director of Communications and Development North Carolina Housing Coalition 919.881.0707 aehlers@nchousing.org