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Media and Communications Training Session 1

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Roger Valdez
Roger Valdez

The Center for Housing Economics' Roger Valdez leads the first of three communications trainings for small real estate investors

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Message Matters Part I: Making the story
What is the Center for Housing Economics The Center for Housing Economics advocates for an efficient housing market that provides abundant housing everywhere for people of all levels of income. Better data Better ideas Changing the narrative
What do you do? Opening role play What do you do? Person you meet for the first time Media Elected official or community leader
What do they ask? Role play Questions from a resident? Questions from an elected official? Questions from a reporter?
How we talk about ourselves Comfortable Confident Concise Dont explain Dont complain Dont get trapped Do you have any questions for my answers?
Nightingale herself spent every waking minute caring for the soldiers. In the evenings she moved through the dark hallways carrying a lamp while making her rounds, ministering to patient after patient. The soldiers, who were both moved and comforted by her endless supply of compassion, took to calling her the Lady with the Lamp.
Dr. Rey is also known for the low and smaller incision tummy tucks as well as the Brazilian Butt Lift, where fat is suctioned from areas such as the abdomen and thighs and then transferred to the buttocks.
Whats the dominant narrative? What people think about rental housing ownership and management. Passive income You have a house already, they dont You sell housing for a profit Its all about the money
Have you ever been poor? What do poor people worry about? Transportation Food Housing Other expenses
Media and Communications Training Session 1
The message problem is . . . . . the Benoit problem
Media and Communications Training Session 1
Housing Providers Advocates What they say about Greedy Racist White men Wealthy Mean Landlords Miscreants Vulnerable Oppressed Helpless Weak Poor People of color None of us planned to be in this situation. What we say about Hardworking Dedicated Innovative Longsuffering Vulnerable Oppressed Everyone is hurting. But landlords have no (legal) remedies Lying Greedy Socialists Taking advantage Power hungry Ignorant Another one sided view Message Matrix
Message Matrix Housing Providers Advocates What they say about Greedy Racist White men Wealthy Mean Landlords Miscreants Vulnerable Oppressed Helpless Weak Poor People of color None of us planned to be in this situation. What we say about Hardworking Dedicated Innovative Longsuffering Vulnerable Oppressed Everyone is hurting. But landlords have no (legal) remedies Lying Greedy Socialists Taking advantage Power hungry Ignorant Another one sided view
Turning the story around Using their words to make our point Common language Where is there agreement? Mapping the message Getting beyond your frustration (Who should speak?)
Break the narrative Rewrite the story; Become a rent relief advocate Rational self-interest and the Do gooder Needle and the record Mad-Libs Do you have any questions for my answers Never complain and never explain
What do we say? Who are we? ≒I provide housing for people who need it. ≒I provide housing for 25 people. ≒I provide housing for 7 families in Indianapolis.
What are we worried about? ≒Im really worried about the families I serve. ≒A lot of these people are vulnerable. ≒None of us planned to be in this situation.
What do we want? ≒My families and people I serve need rental assistance. ≒Without rental assistance now, these families will have bigger problems. ≒Whats taking so long to get help and why is it so complicated?
We wont ever use . . . Units Landlords Tenants Taxes Mortgages Utilities Pay my bills Ill just raise the rent Ill just raise my credit scores What about us?
Case Study Local NPR station KUOW emailed. Im looking to produce a follow-up segment on how housing providers are weathering the pandemic one- year in, especially as the eviction moratorium is extended and the new federal administration takes office. Happy to help. Can we talk for a few minutes and get a bit more about the context it will in. Ill get some folks lined up. How many are you looking for?
Morris Groberman and Brett Frank-Looney
What happened next? Bill, the team and I greatly appreciate your patience and flexibility, and as the pandemic continues, wed love to hear from you again if funds are (or arent) distributed for you. We have Mayor Durkan and King County Executive Dow Constantine on each week, so I will make a note to ask the Mayor tomorrow about the undistributed funds and the Executive when hes on next Tuesday (and we open those segments for community calls, if youd like to call in as well).
Media and Communications Training Session 1
Closing Role Play What do you do? Person you meet for the first time Media Elected official or community leader
Closing Role Play What do they say? Questions from a resident? Questions from an elected official? Questions from a reporter?
Homework Write a 25-word response to a question from a resident, elected official, or reporter based on what weve talked about today.

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Media and Communications Training Session 1

  • 1. Message Matters Part I: Making the story
  • 2. What is the Center for Housing Economics The Center for Housing Economics advocates for an efficient housing market that provides abundant housing everywhere for people of all levels of income. Better data Better ideas Changing the narrative
  • 3. What do you do? Opening role play What do you do? Person you meet for the first time Media Elected official or community leader
  • 4. What do they ask? Role play Questions from a resident? Questions from an elected official? Questions from a reporter?
  • 5. How we talk about ourselves Comfortable Confident Concise Dont explain Dont complain Dont get trapped Do you have any questions for my answers?
  • 6. Nightingale herself spent every waking minute caring for the soldiers. In the evenings she moved through the dark hallways carrying a lamp while making her rounds, ministering to patient after patient. The soldiers, who were both moved and comforted by her endless supply of compassion, took to calling her the Lady with the Lamp.
  • 7. Dr. Rey is also known for the low and smaller incision tummy tucks as well as the Brazilian Butt Lift, where fat is suctioned from areas such as the abdomen and thighs and then transferred to the buttocks.
  • 8. Whats the dominant narrative? What people think about rental housing ownership and management. Passive income You have a house already, they dont You sell housing for a profit Its all about the money
  • 9. Have you ever been poor? What do poor people worry about? Transportation Food Housing Other expenses
  • 11. The message problem is . . . . . the Benoit problem
  • 13. Housing Providers Advocates What they say about Greedy Racist White men Wealthy Mean Landlords Miscreants Vulnerable Oppressed Helpless Weak Poor People of color None of us planned to be in this situation. What we say about Hardworking Dedicated Innovative Longsuffering Vulnerable Oppressed Everyone is hurting. But landlords have no (legal) remedies Lying Greedy Socialists Taking advantage Power hungry Ignorant Another one sided view Message Matrix
  • 14. Message Matrix Housing Providers Advocates What they say about Greedy Racist White men Wealthy Mean Landlords Miscreants Vulnerable Oppressed Helpless Weak Poor People of color None of us planned to be in this situation. What we say about Hardworking Dedicated Innovative Longsuffering Vulnerable Oppressed Everyone is hurting. But landlords have no (legal) remedies Lying Greedy Socialists Taking advantage Power hungry Ignorant Another one sided view
  • 15. Turning the story around Using their words to make our point Common language Where is there agreement? Mapping the message Getting beyond your frustration (Who should speak?)
  • 16. Break the narrative Rewrite the story; Become a rent relief advocate Rational self-interest and the Do gooder Needle and the record Mad-Libs Do you have any questions for my answers Never complain and never explain
  • 17. What do we say? Who are we? ≒I provide housing for people who need it. ≒I provide housing for 25 people. ≒I provide housing for 7 families in Indianapolis.
  • 18. What are we worried about? ≒Im really worried about the families I serve. ≒A lot of these people are vulnerable. ≒None of us planned to be in this situation.
  • 19. What do we want? ≒My families and people I serve need rental assistance. ≒Without rental assistance now, these families will have bigger problems. ≒Whats taking so long to get help and why is it so complicated?
  • 20. We wont ever use . . . Units Landlords Tenants Taxes Mortgages Utilities Pay my bills Ill just raise the rent Ill just raise my credit scores What about us?
  • 21. Case Study Local NPR station KUOW emailed. Im looking to produce a follow-up segment on how housing providers are weathering the pandemic one- year in, especially as the eviction moratorium is extended and the new federal administration takes office. Happy to help. Can we talk for a few minutes and get a bit more about the context it will in. Ill get some folks lined up. How many are you looking for?
  • 22. Morris Groberman and Brett Frank-Looney
  • 23. What happened next? Bill, the team and I greatly appreciate your patience and flexibility, and as the pandemic continues, wed love to hear from you again if funds are (or arent) distributed for you. We have Mayor Durkan and King County Executive Dow Constantine on each week, so I will make a note to ask the Mayor tomorrow about the undistributed funds and the Executive when hes on next Tuesday (and we open those segments for community calls, if youd like to call in as well).
  • 25. Closing Role Play What do you do? Person you meet for the first time Media Elected official or community leader
  • 26. Closing Role Play What do they say? Questions from a resident? Questions from an elected official? Questions from a reporter?
  • 27. Homework Write a 25-word response to a question from a resident, elected official, or reporter based on what weve talked about today.