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Notes by Summer D Clemenson
www.NeighborhoodPartnerships.org
“The way the world is imagined determines at any time what [people] may do.” Walter Lippman
We do need to pressure our legislators but you can’t stop there. We need to advocate and change the terrain on which discussions about our issues occur.
Strategic Media Plan
When we want to communicate:
- What is the venue?
- What do we need to get to that venue?
“What people hear is as much about them as it is about you message.” Frank Luntz
How do you et people to hear that they can relate?
What we know:
Value frames that work for housing
- Home
- Security
- Reward for work
- Opportunities
- Fairness
- Stability
- Responsibility to care for the less fortunate
People want to hear about formerly homeless people and service providers.
You must make the connection between HOME (it effects)
- Transportation
- Senior Citizens
- Children and Families
- Public Health
- Community Well-being
- Where we live and work
The issue is the broken housing market!
2011 Housing Wage:
Studio – $13.35
1 Bedroom Apt – $15.33…
Framing – Based on our past experiences and what we know as true.
Our brains work hard to make connections with information and stories we already know.
Values based messaging reframes conversation and changes possibilities.
George Lakoff’s 3 levels of analysis:
Level 1 – Big ideas (fairness, justice, freedom) – Most decisions are based on these types of ideas
Level 2 – Civil Rights (environment, public health)
Level 3 – Specific policy areas (affordable housing, beer taxes, toxic waste sites)
To make your case:
Statement of concern: What is wrong?
Statement of value/frame: Why it matters.
Statement of solution: What is the policy?
Repetition is our friend.
www.housingtrustfundproject.org
Washington Low Income Housing Associations Tested Message Frames:
- Everyone should have the opportunity to live in a safe, healthy, affordable home.
- It should be possible for working people (can insert US military veterans, senior citizens, people with disabilities and families) to afford housing and still have enough money for the basics like groceries, gas and child care.
- Children deserve a chance to succeed in school and in life, which all begins with their families being able to afford a decent place to live.
- It is better for society, the environment and families if people can afford to live close to where they work.
