2.2 Cynthia Stuart: Communicating to Communities


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2.2 Cynthia Stuart: Communicating to Communities

  1. 1. Communicating to communities Creating a communications strategy to avoid/overcome NIMBYism
  2. 2. <ul><li>The Network: who we are, what we do </li></ul><ul><li>The Good Neighbor Initiative: how it started, what it consists of </li></ul>
  3. 3. Why, who, what, how strategy= messages/messengers/medium <ul><li>What do you want? </li></ul><ul><li>To develop supportive housing </li></ul><ul><li>In order to get what you want, who do you need to persuade? </li></ul><ul><li>Politicians? Community Boards? Aldermen? </li></ul><ul><li>What do you need to persuade your target market of? </li></ul><ul><li>That supportive housing is a good thing, not a bad thing </li></ul><ul><li>What’s the best way to convince them? </li></ul><ul><li>Friends? Clergy? Electeds? Newspaper/tv? People who opposed similar projects? </li></ul>
  4. 4. <ul><li>The audience: </li></ul><ul><li>What are their concerns? </li></ul><ul><li>What do they want? </li></ul><ul><li>Who do they trust? </li></ul><ul><li>What you should say about your project: </li></ul><ul><li>Messages should short and positive. </li></ul><ul><li>Messages should be malleable – easily shaped to answer common (or voiced) concerns; </li></ul><ul><li>Should emphasize benefits to those being addressed </li></ul><ul><li>How will these messages best be delivered? </li></ul><ul><li>Third party endorsers </li></ul><ul><li>Media </li></ul><ul><li>Brief materials about the proposed project </li></ul><ul><li>Tours </li></ul>
  5. 5. Key pro-proposal messages <ul><li>This apartment building will be well-designed and well-maintained </li></ul><ul><li>This apartment building will ‘fit’ the neighborhood </li></ul><ul><li>This apartment building will prioritize safety for the community and the tenants </li></ul><ul><li>Our organization has a track record of developing safe, similar projects </li></ul><ul><li>Our organization is accountable: call us anytime with concerns </li></ul>
  6. 6. Rebuttal messages <ul><li>Who’s going to come to my daughter’s funeral.....? </li></ul><ul><li>Message #3) We are VERY concerned about safety. This building will be safe -- we screen tenants carefully, have 24/7 front desk security and on-site staff. </li></ul><ul><li>Message #4) Our organization has a track record for building safe, similar projects, just ask X, Y, or Z third-party endorser. </li></ul><ul><li>Message #5) We are accountable: here’s my cell # </li></ul>
  7. 7. Messengers <ul><li>police who patrol near existing projects </li></ul><ul><li>neighbors who live near existing projects </li></ul><ul><li>principals/teachers who live/work near existing projects </li></ul><ul><li>realtors who work near existing projects </li></ul><ul><li>clergy </li></ul><ul><li>relatives of future tenants </li></ul><ul><li>media </li></ul>Third party endorsers: ANYONE THE AUDIENCE FINDS CREDIBLE WHO ISN’T LINKED TO YOU and who can substantiate your messages:
  8. 8. Medium <ul><li>Newspaper/TV </li></ul><ul><li>Project materials (one sheet, poster boards, website information) </li></ul><ul><li>Tours of existing safe, similar projects </li></ul>
  9. 9. A word about media… <ul><li>If proactive: </li></ul><ul><li>imagine the finished product </li></ul><ul><li>research your reporter </li></ul><ul><li>have a compelling ‘hook’ </li></ul><ul><li>assemble the pieces: tenants, stats, third party endorsers </li></ul><ul><li>hone your ‘pitch’ so you can articulate the idea easily over the phone or in an email. </li></ul>
  10. 10. If reactive: don’t duck & cover <ul><li>Do the SAME THING EXACTLY as in a proactive pitch, except you don’t need to have a hook – bad press has already created one… </li></ul><ul><li>Inaccurate press is an EXCELLENT opportunity to get your message out. </li></ul>
  11. 11. A word about tours…
  12. 14. <ul><li>[email_address] </li></ul><ul><li>www.shnny.org </li></ul>