Media/Messaging for
Affordable 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
Affordable 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 Guide
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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Frames
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.
4
Frames you may recognize
Death Tax
Personal Accounts
Tax Reform
Culture of Life
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Lakoff’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
Frames
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
George Lakoff
National Debt vs. Baby Tax
Environmental Protection vs. Poison-free
communities
Trial lawyer vs. Public protection attorney
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Developing 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 Development
How do we determine what messages
work?
RESEARCH AND POLLING
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Messages that Work
Hardworking 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 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 Discipline
Once you identify message that work,
Message Discipline is essential
Repetition establishes steady drum-beat
Avoid getting mired into details
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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 Area,
Summer 2004
 Sample
 600 interviews of registered voters.
 200 each - Clackamas, Multnomah, and Washington
counties
 Method
 Telephone interviews conducted August 31- September
2, 2004
 +/- 4% margin of error
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Purpose
 Probe public awareness and general
attitudes about affordable housing;
 Identify affordable housing priorities & key
beneficiaries;
 Test different messages and messengers
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Interesting Demographics
Homeownership:
 81% of survey respondents were homeowners
•18-34
•35-54
•55 +
39% own home
87% own home
86% own home
61% no
13% no
14% no
 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 you
describe the availability of low cost housing? Split sample
(Q6&7)
Low Cost Housing
80%
60%
40%
37%
40%
20%
11%
6%
6%
0%
Ver y
Available
Somew hat
Available
N ot ver y
Available
N ot at all
Available
Don' t Know
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Now, thinking about your community, how would you
describe the availability of affordable housing? Split sample
(Q6&7)
Affordable Housing
80%
51%
60%
40%
20%
29%
11%
7%
3%
0%
Ver y
Available
Somew hat
Available
N ot ver y
Available
N ot at all
Available
Don' t Know
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Now, thinking about your community, how would you
describe the availability of low cost/affordable housing?
Split sample (Q6&7)
Low Cost Housing
Affordable Housing
80%
60%
51%
40%
40%
20%
6%
37%
29%
11%
11% 7%
6%
3%
0%
Ver y
Available
Somew hat
Available
N ot ver y
Available
N ot at all
Available
Don' t Know
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What are the top two issues you’d like to see your
local elected officials do something about? (Q2) (openended)
Education (General)
24%
Taxes
13%
Jobs/Unemployment
12%
Health Care/Insurance
12%
10%
Road Construction/Maint
9%
Education Funding
8%
Safety/Law Enforcement
7%
Affordable Housing
7%
Crime/Drugs
7%
Control Growth
7%
Traffic
0%
10%
20%
30%
40%
50%
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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 you to
tell me how much each issue concerns you personally. (Q3)
Very Concerned (8-10)
The cost of healthcare
76%
Prep kids - college/work
59%
Guarantee funding for K-12
58%
53%
Prev crime/public safety
51%
Protecting water quality
49%
Not enough family wage jobs
42%
Lack of affordable housing
Improving roads/trans system
34%
28%
Lack of low cost housing
0%
20%
40%
60%
80%
100%
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Next, I’m going to read you two different statements about
government’s role in providing more affordable housing in your
community. Please tell me which statement most accurately reflects
your point of view. (Q10)
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.”
100%
80%
55%
60%
39%
40%
20%
Statement B
7%
0%
St at ement A St at ement B Don' t Know
“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 make
about affordable housing. Please tell me if you strongly agree,
somewhat agree, somewhat disagree, or strongly disagree with the
statement. (Q8)
Strongly Agree
Hard-working people should be
able to afford housing/still have $
for food & basic necessities.
86%
Children deserve an opportunity to
succeed in school / life, which is
tied to having a stable home.
81%
Housing gives people opport. to
build better lives. To succeed, you
need a place to call home.
77%
It’s only fair that everyone has a
safe, decent place to live.
76%
Family home buying power has not
kept pace with the rise in home
prices.
53%
Communities are stronger when
they provide a range of housing
for different income levels
47%
0%
20%
40%
60%
80%
100%
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(Q8) (continued)
Strongly Agree
If people want to own a home they
need to earn it.
46%
Investing in housing is good for our
economy because it creates local
jobs.
41%
Jobs come first, affordable housing
will follow.
37%
Low income working families
cannot find affordable housing.
36%
Local government should help
provide a range of affordable
housing for individuals/ and
families in their communities.
29%
Government spending on affordable
housing saves $ for other services health care/public safety/jails.
26%
0%
20%
40%
60%
80%
100%
25
Now, I’d like to read you a list of different groups of people
who may need assistance in securing an affordable place
to live. Using a scale of 0 to 10, please rate each of the
following. (combined 7-10) (Q9)
High Priority (9-10)
Disabled Per sons
(7-8)
48%
Senior s
33%
41%
Single M ot her s
31%
38%
W or king Poor
30%
36%
The Homeless
23%
Young Families
21%
31%
M inor it ies
22%
28%
15%
People in Tr ansit ion
13%
St udent s
12%
0%
19%
20%
65%
47%
52%
50%
44%
29%
20%
72%
68%
29%
24%
1 st Time Home Buyer s
81%
33%
31%
40%
60%
80%
100%
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I’d like to ask you about your priorities for affordable housing funds. I’m
going to read you some different affordable housing programs. Using a
scale of 0 to 10, please rate the importance of each program for
funding. (Q11)
7-8
High Priority (9-10)
Providing care services to low income
residents who are disabled or can’t live
totally independently.
34%
Providing emergency housing
assistance for families facing sudden job
loss, death or a serious health crisis.
32%
Providing housing for people with
special needs.
28%
37%
71%
32%
64%
35%
63%
Assisting low income families and
individuals with home repairs.
24%
30%
54%
Rehabilitating existing low income
housing.
23%
32%
55%
40%
60%
0%
20%
80%
100%
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(Q11) Continued
High Priority (9-10)
Acquiring and preserving
affordable units and rents.
21%
Providing housing for the
homeless.
20%
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.
33%
26%
0%
54%
46%
17%
29%
46%
18%
28%
46%
18%
24%
20%
7- 8
44%
40%
60%
80%
100%
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Finally, I’d like to read you some people and groups who might speak
out on affordable housing needs. For each one, please tell me whether
you would find them very believable in talking about affordable housing
needs. (very and somewhat combined) (Q21)
Very Believable
Somewhat Believable
Oregon Food Bank
72%
Police and sheriffs
70%
Non profit /
charitable groups
68%
Small business
68%
Neighborhood
Associations
66%
Educators
66%
Religious leaders
66%
0%
20%
40%
60%
80%
100%
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(Q21) (very and somewhat combined) Continued
Very Believable
Somewhat Believable
League of Women Voters
65%
Local Chambers of
Commerce
57%
Ecumenical Ministries of
Oregon
54%
Homebuilders
50%
Local elected officials
50%
49%
Realtors
Oregon Business Alliance
42%
Developers
0%
36%
20%
40%
60%
80%
100%
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Messages that Work
Hardworking 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 Work
In the media
In housing information materials
In your organization’s publications
In grant applications and reporting
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In the Media
Messages ideal
for framing
housing issues
in Letters to
Editor
Note how
messaging
creates ‘our
headline’
33
In the Media
• In some
cases, you
can use
multiple
messages,
and hybrid
versions of
the
messages
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In the Media
• Expanding on
‘opportunity’
theme
35
In the Media
• Always use
messaging in
press releases.
Sometimes,
media outlets
will use your
words verbatim
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Outreach Materials
Messaging makes housing information more accessible
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Outreach Materials
From Information to Inspiration
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Outreach Materials
Use the messaging in your newsletter: PCLT Spring News
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Messaging 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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