impressions, influence, impact communications tactics that work anne ehlers director of...
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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
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