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Messaging Affordable Housing

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

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Messaging Affordable Housing

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  1. Messaging Affordable Housing December 6, 2013 Chris Estes President & CEO National Housing Conference @ChrisNHC

  2. 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

  3. 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

  4. Our Approach: research

  5. 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

  6. Review of Research on Affordable Housing Communications

  7. Our Approach: Leveraging interest in other issues

  8. 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

  9. Our Approach: Framing and messaging

  10. 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”

  11. 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

  12. Our Approach: Capacity-building resources

  13. Providing Resources: Housing Communications HUB

  14. HUB Resource Library

  15. HUB Discussion Forum

  16. Visit the HUB http://hub.nhc.org

  17. Thank You! Chris Estes President & CEO National Housing Conference 202.466.2121 x230 cestes@nhc.org @ChrisNHC

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