Impressions, Influence, Impact

Communications Tactics that Work

Anne EhlersDirector of

Communications & Development

North Carolina Housing Coalition

Tom BurtonMedia Specialist

Antionette KerrExecutive Director

Lexington Housing CDC

Tell Your Story• Key messages • Importance of Visuals

In Person In the Press• 55/38/7• Strength/Warmth• Common Ground

• Story Pitch• Values• Writing Tips

In Practice• Budget Op-ed• Housing for Vets

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

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

Social Math• Put large numbers in social context• Use situations/contexts that your audience is

familiar with• Popcorn example

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.

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

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

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

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)

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

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

In Practice• Key Messages

• Who needs affordable housing?• What’s the economic impact?

Share Your Needs• Establish an open commission

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

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”

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

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.”

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

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.

Questions and Discussion

Anne EhlersDirector of Communications and Development

North Carolina Housing Coalition919.881.0707

aehlers@nchousing.org