All Politics is Local (and State)All Politics is Local (and State)

A Media Campaign: A Media Campaign: Lessons Learned Lessons Learned

Jim Ryczek, Executive DirectorJim Ryczek, Executive Directorjim@rihomeless.orgjim@rihomeless.org

Rhode Island Coalition Rhode Island Coalition for the Homelessfor the Homeless

National Alliance to End Homelessness ConferenceNational Alliance to End Homelessness ConferenceJuly 9-11, 2007July 9-11, 2007

The ContextThe Context

Welcome Arnold Shelter Closing (May, Welcome Arnold Shelter Closing (May, 2006)2006)

Governor’s Pledge (June 2006)Governor’s Pledge (June 2006) Advocacy 2006Advocacy 2006 New “Operation First Step” ProgramNew “Operation First Step” Program Advocacy 2007Advocacy 2007 Subsequent Closure and AftermathSubsequent Closure and Aftermath Lessons LearnedLessons Learned

Background:Background:Welcome Arnold ShelterWelcome Arnold Shelter

Largest Shelter in the State (night-to-night)Largest Shelter in the State (night-to-night)– Housed 114 total Housed 114 total

46 women46 women 68 men68 men

State Owned Bldg. – Private non-profit runState Owned Bldg. – Private non-profit run– Deplorable conditionsDeplorable conditions

Bed bug infestationsBed bug infestations Non-working toilets, w/out doorsNon-working toilets, w/out doors Poorly trained staffPoorly trained staff

Decision to CloseDecision to Close

New State Police Barracks;New State Police Barracks; Eminent Domain Controversy;Eminent Domain Controversy; Information was leaked to us, May Information was leaked to us, May

2006;2006; We leaked the information to the We leaked the information to the

media, early June 2006.media, early June 2006.

Governor’s PledgeGovernor’s Pledge

CARCIERI PLEDGES TO ACCOMMODATE WELCOME CARCIERI PLEDGES TO ACCOMMODATE WELCOME ARNOLD SHELTER RESIDENTSARNOLD SHELTER RESIDENTS

““While this move will require the re-location of the While this move will require the re-location of the existing Welcome Arnold homeless shelter, I have existing Welcome Arnold homeless shelter, I have pledged to ensure that every individual using that pledged to ensure that every individual using that facility is accommodated before construction begins. facility is accommodated before construction begins. In the wake of somewhat misleading media reports, I In the wake of somewhat misleading media reports, I am happy to reiterate that pledge today.”am happy to reiterate that pledge today.”

Source: Source: http://www.ri.gov/GOVERNOR/view.php?id=2103http://www.ri.gov/GOVERNOR/view.php?id=2103

Advocacy 2006Advocacy 2006

Summer 2006 - Requested meetings with Summer 2006 - Requested meetings with Governor’s staff over, and over, and over…Governor’s staff over, and over, and over…

Fall 2006 - Visited the Governor one afternoon Fall 2006 - Visited the Governor one afternoon (Media tipped off);(Media tipped off);

Fall 2006 - Worked the existing system (State Fall 2006 - Worked the existing system (State Office of Homelessness) to achieve our Goal – no Office of Homelessness) to achieve our Goal – no new warehouse shelter;new warehouse shelter;

December 2006 - Results in “Operation First Step” December 2006 - Results in “Operation First Step” being authorized by the Governor (note: this has being authorized by the Governor (note: this has had a positive and a negative outcome).had a positive and a negative outcome).

Advocacy 2007Advocacy 2007(Lead-up to the closure)(Lead-up to the closure)

Established an Implementation Committee Established an Implementation Committee for Operation First Step;for Operation First Step;

Requested meetings to address those who Requested meetings to address those who would be “left out” with Governor’s Staff, would be “left out” with Governor’s Staff, over, and over, and over…over, and over, and over…

Began the concurrent planning for Media Began the concurrent planning for Media Campaign and Engaged a Consultant on Campaign and Engaged a Consultant on Messaging.Messaging.

Advocacy 2007Advocacy 2007(Lead-up to the closure) cont.(Lead-up to the closure) cont.

Began the concurrent planning for Actions Began the concurrent planning for Actions with our sister organization People to End with our sister organization People to End Homelessness (grassroots organizing Homelessness (grassroots organizing group);group);

Gave the Governor’s people one last Gave the Governor’s people one last chance to meet with us (and documented chance to meet with us (and documented ever single date and refusal to do so), and ever single date and refusal to do so), and warned them we’d act if they did not…warned them we’d act if they did not…

Media CampaignMedia Campaign

Thursday (3/9/07) – Planted Story in Thursday (3/9/07) – Planted Story in Providence Journal and alerted contacts at Providence Journal and alerted contacts at NBC 10 (hinted at possible actions);NBC 10 (hinted at possible actions);

Monday (3/12/07) - Media Advisory sent at Monday (3/12/07) - Media Advisory sent at 8:00 AM to draw interest / interviews and 8:00 AM to draw interest / interviews and announce a Press Conference (3 TV, 5 announce a Press Conference (3 TV, 5 Radio);Radio);

Tuesday (3/13/07) - 11:00 AM Press Tuesday (3/13/07) - 11:00 AM Press Conference outside the Governor’s Office at Conference outside the Governor’s Office at the State House, great coverage;the State House, great coverage;

Media AdvisoryMedia Advisory

Governor Carcieri breaks promises to Governor Carcieri breaks promises to Welcome Arnold shelter’s Welcome Arnold shelter’s

homeless residentshomeless residents

Included a quote by our Chief of Housing & Community Included a quote by our Chief of Housing & Community Development from the story that ran that day:Development from the story that ran that day:

"We're not exactly sure where we're going to put people "We're not exactly sure where we're going to put people who haven't got assignments on nights all the shelters who haven't got assignments on nights all the shelters are full but we are going to continue to work with are full but we are going to continue to work with Crossroads and we're going to monitor the situation every Crossroads and we're going to monitor the situation every day."day."

Media Campaign - cont.Media Campaign - cont.

Tuesday and Wednesday - “Call-in” Days to Tuesday and Wednesday - “Call-in” Days to Governor’s Office sponsored – results in over 180 Governor’s Office sponsored – results in over 180 calls of concern/protest and shut down the calls of concern/protest and shut down the Governor’s phone system;Governor’s phone system;

Wednesday (3/14/07) – Pitched Pro-jo reporter Wednesday (3/14/07) – Pitched Pro-jo reporter and photographer on final night story and final ride and photographer on final night story and final ride of the “Goose”; of the “Goose”;

Thursday (3/15/07) Thursday (3/15/07) ClosureClosure DayDay - Co-ordination - Co-ordination with P.E.H. on their actions to keep press with P.E.H. on their actions to keep press interested and our message alive (Occupation of interested and our message alive (Occupation of the Building).the Building).

Aftermath…Aftermath…

The 40-50 persons we estimated would not be The 40-50 persons we estimated would not be “accommodated” were in fact…not ;“accommodated” were in fact…not ;

The remaining two men’s shelters were inundated The remaining two men’s shelters were inundated to overflow capacity by over approx. 20 per night, to overflow capacity by over approx. 20 per night, men sleeping on blankets on hardwood floors;men sleeping on blankets on hardwood floors;

No emergency women’s shelter exists (in No emergency women’s shelter exists (in Providence) so 10-15 women sleep on air Providence) so 10-15 women sleep on air mattresses on the Community Room floor at mattresses on the Community Room floor at Crossroads;Crossroads;

The 95 men and women in Operation First Step The 95 men and women in Operation First Step are doing extremely well…some have moved on to are doing extremely well…some have moved on to more permanent situations already.more permanent situations already.

Lessons Learned…Lessons Learned…

Failure to have a simple message;Failure to have a simple message; Failure to fully consider the “legitimacy” of the Failure to fully consider the “legitimacy” of the

State’s spokeswoman;State’s spokeswoman; Better understanding of lead time needed to be Better understanding of lead time needed to be

effective;effective; Better understanding of limited resources to Better understanding of limited resources to

maintain a sustainable campaignmaintain a sustainable campaign– Money, Time, Energy, Ability to Mobilize; and,Money, Time, Energy, Ability to Mobilize; and,

Realization of the Public’s Understanding of & Realization of the Public’s Understanding of & Concern about the Problem (…or lack thereof).Concern about the Problem (…or lack thereof).

Positive Outcomes Positive Outcomes & Future Planning& Future Planning

Documentation of shelter experiences (H.O.P.E. Documentation of shelter experiences (H.O.P.E. students from Brown University);students from Brown University);

Street Sights – a new street newspaper;Street Sights – a new street newspaper; Built up Built up LegitimacyLegitimacy and and RespectRespect among other among other

organizations and non-government funders in organizations and non-government funders in Rhode Island;Rhode Island;

Highlighted the need for Strategic Planning on Highlighted the need for Strategic Planning on Public Relations & Communications to decisions Public Relations & Communications to decisions makers and the broader public regarding makers and the broader public regarding Homelessness in Rhode Island.Homelessness in Rhode Island.