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
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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
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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
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Telling your story• Characters you can relate to• A plot you can believe in• A call to action
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Social Math• Put large numbers in social context• Use situations/contexts that your audience is
familiar with• Popcorn example
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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.
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In Person• 55/38/7• Strength/Warmth = Happy Warrior• Find common ground• Choose your messenger• Prepare your answers
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In the Press• Story pitch – don’t wait for a conflict• Lead with values• Writing tips
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Story Ideas• Openings• County fact sheets• Out of reach report
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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)
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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
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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
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In Practice• Key Messages
• Who needs affordable housing?• What’s the economic impact?
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Share Your Needs• Establish an open commission
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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
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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”
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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
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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.”
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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
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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.
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Questions and Discussion
Anne EhlersDirector of Communications and Development
North Carolina Housing Coalition919.881.0707