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. RESEARCH Our Approach:

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 Public Opinion Findings Housing cost issues have the most traction in high-cost areas Housing cost concerns are often passive and do not translate into political support Homeownership solutions are more attractive to the public than rental solutions Personal familiarity with housing challenges has increased Language & Messaging Recommendations Focus on specific beneficiaries Describe programs in terms that affirm the beneficiaries deserve assistance Make clear that the whole community benefits Appeal to core values such as choice, hard work, balance, fairness and opportunity

7. LEVERAGING INTEREST IN OTHER ISSUES Our Approach:

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. FRAMING AND MESSAGING Our Approach:

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. CAPACITY-BUILDING RESOURCES Our Approach:

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