Florida Chapter Policy Workshop Reframing the Planning Message February 8, 2012 www.planning.org/policy
Today’s Challenges for Planning: <ul><li>Political </li></ul>
What we’ve seen …  <ul><li>Plans Rejected </li></ul><ul><li>Federal Grants Returned </li></ul><ul><li>Resolutions Opposing...
Today’s Challenges for Planning: <ul><li>Fiscal & Economic </li></ul>
What is driving the opponents? <ul><li>Economics </li></ul><ul><li>Social Anxiety </li></ul><ul><li>Change </li></ul><ul><...
A Changing Environment?
A Changing Environment? <ul><li>Election Year Intensity </li></ul><ul><li>State House Sessions </li></ul>
Key Strategy: Have a Plan <ul><li>Analyze the Situation </li></ul><ul><li>ID Allies, Opponents, Influentials </li></ul><ul...
Key Strategy: Cultivate Allies & Messengers <ul><li>Internal Advocates </li></ul><ul><li>Outside Allies </li></ul><ul><li>...
Key Strategy: Inoculate Elected Officials <ul><li>Meet Early & Often </li></ul><ul><li>Keep Them Prepared </li></ul><ul><l...
Key Strategy: Prepare for Rapid Response <ul><li>ID Arguments and Prep Responses </li></ul><ul><li>Monitor Opponents </li>...
Key Strategy: More is More <ul><li>Preparation </li></ul><ul><li>Participation </li></ul><ul><li>Partners </li></ul><ul><l...
Key Strategy: Be Prepared <ul><li>Know your Message </li></ul><ul><li>Define the Debate </li></ul><ul><li>Identify the Ben...
Key Strategy: Eliminate Jargon <ul><li>Focus on Outcomes </li></ul><ul><li>Identify Local Values and Connect to Planning <...
Ford Foundation, Smart Growth America and Collective Strength poll - 2010
Importance of Officials Working to Create Sustainable Communities Q:  Using the scale below, please indicate how important...
Ford Foundation, Smart Growth America and Collective Strength poll - 2010 % Agree National Level % Agree Southern Region %...
New Framing for Planning <ul><li>Economic Value </li></ul><ul><li>Democratic Participation Value </li></ul>
<ul><li>Planning =  </li></ul><ul><li>economic recovery </li></ul><ul><li>fiscal responsibility </li></ul><ul><li>secure e...
Crafting Messages … <ul><li>Specific, Concise, Positive </li></ul><ul><li>Focus on Values & Outcomes </li></ul><ul><li>WII...
APA Core Messages <ul><li>Choice </li></ul><ul><li>Value </li></ul><ul><li>Engagement </li></ul><ul><li>Community </li></u...
Message Development: Creating  Audience-Centered Messages <ul><li>Know your audience: </li></ul><ul><ul><li>What do they k...
The Framing Used by Disruptive Groups <ul><li>Planning = Tyranny </li></ul><ul><ul><li>End of Property Rights </li></ul></...
Attacks are Orchestrated <ul><li>Not a “loyal opposition” or interest group </li></ul><ul><li>Not there to testify on a sp...
Messaging Preparation <ul><li>Know the attacks </li></ul><ul><li>Be proactive </li></ul><ul><li>Build your base </li></ul>...
Themes for Positive Messages <ul><li>Local </li></ul><ul><li>Outcomes </li></ul><ul><li>Benefits-Driven </li></ul><ul><li>...
Tone <ul><li>Should be positive, inclusive, local and friendly </li></ul><ul><li>Not defensive or derisive.  </li></ul><ul...
Research   Conclusions <ul><li>The era of talking about the sprawl wars is over.  Focusing on maps and pretty pictures alo...
<ul><li>Planning = Economic Recovery, Prosperity and  Clear ROI </li></ul><ul><li>Planning = Good Gov’t.  </li></ul><ul><l...
Building Blocks of a Communications Plan
Building Blocks of a Communications Plan
Building Blocks of a Communications Plan
Message Discipline:  How to Deliver Them <ul><li>Before you get to the meeting, before you talk to a reporter, – know what...
Message Discipline: How to Deliver Them <ul><li>Repetition is important to retention. </li></ul><ul><li>Remember that body...
When pressed … learn to counter  and pivot.
Outreach, Coalitions & Engagement <ul><li>Electeds </li></ul>
Outreach, Coalitions & Engagement <ul><li>Influentials </li></ul>
Outreach, Coalitions & Engagement <ul><li>Allies </li></ul>
Outreach, Coalitions & Engagement <ul><li>Opponents  </li></ul>
A last word on federal policy <ul><li>Appropriations </li></ul><ul><li>Transportation </li></ul>
 
($ Billions)
HUD: Partnership for Sustainable Communities $ Millions
Transportation <ul><li>Senate Bill </li></ul><ul><li>2 years </li></ul><ul><li>Level funding w/ inflation + </li></ul><ul>...
Questions – Comments - Discussion  For more information … Jason Jordan twitter: @jasonljordan American Planning Associatio...
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Reframing the planning message by Jason Jordan

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  • Dem Rep Ind NoID In top two priorities 72% 45% 53% 49% In bottom two priorities 1% 11% 9% 8% Mean 8.4 6.8 7.1 7 Urb Sub Rur In top two priorities 60% 56% 57% In bottom two priorities 3% 6% 11% Mean 7.8 7.4 7 East North South West In top two priorities 60% 59% 52% 60% In bottom two priorities 5% 6% 6% 8% Mean 7.6 7.5 7.3 7.5 Low Inc Afr-Amer Hisp In favor 53% 62% 56% Opposed 40% 47% 44% Not sure 7.3 7.8 7.6 Importance by Community Type Importance by Income, Race/Ethnicity Importance by Political Affiliation Importance by US Region &lt;35 35-54 55+ In top two priorities 51% 54% 66% In bottom two priorities 7% 8% 5% Mean 7.2 7.3 7.9 Importance by Age
  • Planning creates communities of lasting value. Good planning helps create communities that offer better choices for where and how people work and live. Planning enables civic leaders, business interests, and citizens to play a meaningful role in creating communities that enrich people&apos;s lives.
  • 25% Decline in two years. A lost 20+ years … 1989: $2.933
  • Reframing the planning message by Jason Jordan

    1. 1. Florida Chapter Policy Workshop Reframing the Planning Message February 8, 2012 www.planning.org/policy
    2. 2. Today’s Challenges for Planning: <ul><li>Political </li></ul>
    3. 3. What we’ve seen … <ul><li>Plans Rejected </li></ul><ul><li>Federal Grants Returned </li></ul><ul><li>Resolutions Opposing ICLEI, APA, Etc. </li></ul><ul><li>Events & “Briefings” </li></ul><ul><li>Aggressive Use of Social Media </li></ul><ul><li>Funds Cut </li></ul><ul><li>Programs Targeted for Elimination </li></ul><ul><li>Challenging Future Budget Targets </li></ul>
    4. 4. Today’s Challenges for Planning: <ul><li>Fiscal & Economic </li></ul>
    5. 5. What is driving the opponents? <ul><li>Economics </li></ul><ul><li>Social Anxiety </li></ul><ul><li>Change </li></ul><ul><li>New Technologies re Political Organizing </li></ul>
    6. 6. A Changing Environment?
    7. 7. A Changing Environment? <ul><li>Election Year Intensity </li></ul><ul><li>State House Sessions </li></ul>
    8. 8. Key Strategy: Have a Plan <ul><li>Analyze the Situation </li></ul><ul><li>ID Allies, Opponents, Influentials </li></ul><ul><li>Define Your Terms … First </li></ul><ul><li>‘Reframe’ Planning in Economic Terms </li></ul><ul><li>Craft Conscious & Consistent Messaging </li></ul><ul><li>Conduct Aggressive Outreach </li></ul><ul><li>Have a Game Plan for the Opposition </li></ul>
    9. 9. Key Strategy: Cultivate Allies & Messengers <ul><li>Internal Advocates </li></ul><ul><li>Outside Allies </li></ul><ul><li>Proactive Media Outreach </li></ul><ul><li>Social Media Outreach </li></ul><ul><li>Key Messengers </li></ul>
    10. 10. Key Strategy: Inoculate Elected Officials <ul><li>Meet Early & Often </li></ul><ul><li>Keep Them Prepared </li></ul><ul><li>Understand the Political Context </li></ul><ul><li>Avoid Excessive Jargon & Technical Detail </li></ul><ul><li>Cultivate Influentials </li></ul><ul><li>‘Push Back’ as Necessary </li></ul>
    11. 11. Key Strategy: Prepare for Rapid Response <ul><li>ID Arguments and Prep Responses </li></ul><ul><li>Monitor Opponents </li></ul><ul><li>Mobilize Supporters </li></ul><ul><li>Get in Front of Opponents’ Claims </li></ul><ul><li>Correct the Record </li></ul>
    12. 12. Key Strategy: More is More <ul><li>Preparation </li></ul><ul><li>Participation </li></ul><ul><li>Partners </li></ul><ul><li>Politics </li></ul>
    13. 13. Key Strategy: Be Prepared <ul><li>Know your Message </li></ul><ul><li>Define the Debate </li></ul><ul><li>Identify the Benefits </li></ul><ul><li>Watch the Opposition </li></ul><ul><li>Prep your Champs </li></ul><ul><li>Have Responses Ready </li></ul>
    14. 14. Key Strategy: Eliminate Jargon <ul><li>Focus on Outcomes </li></ul><ul><li>Identify Local Values and Connect to Planning </li></ul><ul><li>Specify the Benefits </li></ul><ul><li>Tell a Story </li></ul>
    15. 15. Ford Foundation, Smart Growth America and Collective Strength poll - 2010
    16. 16. Importance of Officials Working to Create Sustainable Communities Q: Using the scale below, please indicate how important is it to you that your community leaders and elected officials work towards creating more sustainable communities. * Mean:7.4 © Ford Foundation, 2010. Poll conducted by Harris Interactive 4th Qt 2010
    17. 17. Ford Foundation, Smart Growth America and Collective Strength poll - 2010 % Agree National Level % Agree Southern Region % Agree Republicans 84% 83% 77% Our country is too dependent on oil. 82% 79% 77% Most Americans spend more than 50% of their household expenses on housing and transportation costs. That is too much. 82% 84% 84% Rebuilding our economy and creating new jobs is the most important issue of our generation. 75% 77% 67% Infrastructure spending on roads, trains, and buses create jobs and help the economy get stronger. 66% 67% 52% We need to rethink the way we develop housing and transportation in this region. The way we have been doing it isn’t working for most people. 58% 62% 44% I believe that economic growth and environmental quality are interconnected goals. 58% 54% 46% Housing and transportation make up 35% of the US economic base. We can’t fix our economy unless we fix our housing and transportation problems first.
    18. 18. New Framing for Planning <ul><li>Economic Value </li></ul><ul><li>Democratic Participation Value </li></ul>
    19. 19. <ul><li>Planning = </li></ul><ul><li>economic recovery </li></ul><ul><li>fiscal responsibility </li></ul><ul><li>secure economic future. </li></ul><ul><li>Demolish the idea that a secure future can ever happen w/out Planning. </li></ul>Messaging
    20. 20. Crafting Messages … <ul><li>Specific, Concise, Positive </li></ul><ul><li>Focus on Values & Outcomes </li></ul><ul><li>WIIFM </li></ul><ul><li>Write it Down </li></ul><ul><li>Test it Out </li></ul><ul><li>Spread it to Allies </li></ul><ul><li>Use it Early and Often </li></ul><ul><li>Stick to it </li></ul>
    21. 21. APA Core Messages <ul><li>Choice </li></ul><ul><li>Value </li></ul><ul><li>Engagement </li></ul><ul><li>Community </li></ul><ul><li>“ Planning creates communities </li></ul><ul><li>of lasting value.” </li></ul><ul><li>ADD LOCAL PROOF POINTS! </li></ul>
    22. 22. Message Development: Creating Audience-Centered Messages <ul><li>Know your audience: </li></ul><ul><ul><li>What do they know about your topic? </li></ul></ul><ul><ul><li>What do they care about? </li></ul></ul><ul><ul><li>What information and facts will capture their attention? </li></ul></ul><ul><ul><li>What values do your audience care about? </li></ul></ul><ul><li>Create messages that will appeal to them </li></ul>
    23. 23. The Framing Used by Disruptive Groups <ul><li>Planning = Tyranny </li></ul><ul><ul><li>End of Property Rights </li></ul></ul><ul><ul><li>Global Re-education of Children </li></ul></ul><ul><ul><li>Forcing People into Cities </li></ul></ul><ul><ul><li>De-population </li></ul></ul><ul><li>Planning = Communism End of American Liberty </li></ul><ul><li>Planning = Rich Elites Imposing a “New World Order” Via the United Nations Agenda 21  </li></ul>
    24. 24. Attacks are Orchestrated <ul><li>Not a “loyal opposition” or interest group </li></ul><ul><li>Not there to testify on a specific topic or plan </li></ul><ul><li>The principal objective is to disrupt and discredit the planning process </li></ul><ul><li>It’s personal </li></ul>
    25. 25. Messaging Preparation <ul><li>Know the attacks </li></ul><ul><li>Be proactive </li></ul><ul><li>Build your base </li></ul><ul><li>Good defense </li></ul><ul><li>Be prepared … esp @ public meetings </li></ul>
    26. 26. Themes for Positive Messages <ul><li>Local </li></ul><ul><li>Outcomes </li></ul><ul><li>Benefits-Driven </li></ul><ul><li>Inclusive </li></ul><ul><li>Prosperity </li></ul><ul><li>Fair </li></ul><ul><li>Choice </li></ul><ul><li>Good Business Sense </li></ul>
    27. 27. Tone <ul><li>Should be positive, inclusive, local and friendly </li></ul><ul><li>Not defensive or derisive. </li></ul><ul><li>Critics of planning should be treated with the same respect as any other guest. </li></ul><ul><li>Keep forward-focus and on specifics </li></ul><ul><li>Use economic proof points to underscore the benefits of planning </li></ul>
    28. 28. Research Conclusions <ul><li>The era of talking about the sprawl wars is over. Focusing on maps and pretty pictures along with emphasis on land use and transportation is not enough. </li></ul><ul><li>The era of Fiscal Responsibility, The New Frugality and Clear, Transparent Return on Public Investment is well underway. </li></ul><ul><li>Planning needs to be reframed as something pivotal to the return of American prosperity and economic strength. </li></ul>
    29. 29. <ul><li>Planning = Economic Recovery, Prosperity and Clear ROI </li></ul><ul><li>Planning = Good Gov’t. </li></ul><ul><li>Example: Austin Case Study </li></ul><ul><ul><li>Sustainable Development Grant using Super Computers to create ROI models for sustainable planning projects. </li></ul></ul><ul><ul><li>Goal is to generate 6,000 new jobs with a Trade, Re-development and Small Business Economic Strategy. </li></ul></ul><ul><ul><li>3,000 jobs targeted via small business “each one hire one” for the hard core unemployed – those with no college degree, out of work for more than one year. </li></ul></ul><ul><ul><li>1,700 international trade jobs via a new inland distribution center. </li></ul></ul><ul><ul><li>1,200 from six “catalyst” re-development projects . </li></ul></ul>Planning Industry: Recommended New Frame
    30. 30. Building Blocks of a Communications Plan
    31. 31. Building Blocks of a Communications Plan
    32. 32. Building Blocks of a Communications Plan
    33. 33. Message Discipline: How to Deliver Them <ul><li>Before you get to the meeting, before you talk to a reporter, – know what your key messages are and memorize/internalize them </li></ul><ul><li>Don’t wait until you are asked about your key messages by others: proactively deliver them and set the framework for the discussion </li></ul><ul><li>Start with your “conclusion” and then move to develop it; use phrases such as “The key thing to remember is. . . “, “That has to be put in the context of. . . “ </li></ul><ul><li>Generate “proof points” using examples from your own community – plans tell stories and these stories are a great way to explain the benefits </li></ul>
    34. 34. Message Discipline: How to Deliver Them <ul><li>Repetition is important to retention. </li></ul><ul><li>Remember that body language and voice tone are critical elements of your delivery: remain relaxed and maintain a pleasant, firm, authoritative tone (don’t match your opponent’s level of intensity and conflict) </li></ul><ul><li>Don’t repeat your opponents negatives in the process of denying them: i.e. don’t say things like “Planning is not a government plot to take away individual rights.” </li></ul><ul><li>Practice your presentation/messages in advance with your staff </li></ul>
    35. 35. When pressed … learn to counter and pivot.
    36. 36. Outreach, Coalitions & Engagement <ul><li>Electeds </li></ul>
    37. 37. Outreach, Coalitions & Engagement <ul><li>Influentials </li></ul>
    38. 38. Outreach, Coalitions & Engagement <ul><li>Allies </li></ul>
    39. 39. Outreach, Coalitions & Engagement <ul><li>Opponents </li></ul>
    40. 40. A last word on federal policy <ul><li>Appropriations </li></ul><ul><li>Transportation </li></ul>
    41. 42. ($ Billions)
    42. 43. HUD: Partnership for Sustainable Communities $ Millions
    43. 44. Transportation <ul><li>Senate Bill </li></ul><ul><li>2 years </li></ul><ul><li>Level funding w/ inflation + </li></ul><ul><li>House Bill </li></ul><ul><li>Cuts to Transit, Bike / Ped </li></ul><ul><li>5 Years </li></ul><ul><li>Oil, Gas Revenue </li></ul><ul><li>Floor Votes Soon </li></ul>
    44. 45. Questions – Comments - Discussion For more information … Jason Jordan twitter: @jasonljordan American Planning Association [email_address] Blog blogs.planning.org/policy

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