messaging affordable housing
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Messaging Affordable Housing. December 6, 2013 Chris Estes President & CEO National Housing Conference @ChrisNHC. The Landscape. Continued increase in need for affordable housing nationwide Ongoing budget cuts, stalemate put federal funding at risk - PowerPoint PPT PresentationTRANSCRIPT
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Messaging Affordable Housing
December 6, 2013
Chris Estes
President & CEO
National Housing Conference
@ChrisNHC
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The Landscape
• Continued increase in need for affordable housing nationwide
• Ongoing budget cuts, stalemate put federal funding at risk
• Many states face significant cuts and shortfalls
• Public opinion of government programs, spending remains low
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Our Approach
• Develop research on public opinion of housing issues & solutions
• Leverage public interest in other social issues to build support for affordable housing programs
• Use framing and messaging best practices
• Provide housing developers and advocates with resources to build communications capacity
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RESEARCHOur Approach:
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Communications Literature Review•Draws on 35 research studies related to affordable housing communications
•Summarizes key findings about public opinion, messages, language
•Provides suggestions for further research
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Review of Research on Affordable Housing Communications
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LEVERAGING INTEREST IN OTHER ISSUES
Our Approach:
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Intersection of Housing and Other Social Issues
• “How Housing Matters” research partnership with MacArthur Foundation
• Research into connection between housing and economy, health, transportation, education
• Focus on subpopulations like veterans, older adults
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FRAMING AND MESSAGINGOur Approach:
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About Framing• Our minds are not blank slates; information is
filtered through existing knowledge, models, lived experience
• These “frames” help us understand new information
• Using appealing frames helps public, policymakers see housing issues from a positive point of view
• Example: “House” vs. “Home”
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Framing and Messaging Best Practices• Begin with value statements: opportunity,
community, fairness
• Highlight solutions, not just problems
• Data should back up your argument, but is not an argument itself
• Choose messengers with whom your audience connects
• Reframe government by reminding audience of the “public structures” it creates and maintains
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CAPACITY-BUILDING RESOURCES
Our Approach:
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Providing Resources: Housing Communications HUB
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HUB Resource Library
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HUB Discussion Forum
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Visit the HUB
http://hub.nhc.org
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Thank You!Chris Estes
President & CEONational Housing Conference
202.466.2121 [email protected]
@ChrisNHC