communication tools to help you counter nimbyism anne ehlers communications & development...

Communication Tools To Help You Counter NIMBYism

Anne EhlersCommunications & Development Coordinator

919.881.0707aehlers@nchousing.org

118 St. Mary’s St Raleigh, NC 27605 ◊ 919-881-0707 ◊ www.nchousing.org

Communications 101: A refresher• Key messages • Telling your story• Social math• Choose your messenger• Importance of Visuals• Writing tips

118 St. Mary’s St Raleigh, NC 27605 ◊ 919-881-0707 ◊ www.nchousing.org

Four Key Messages• People who need affordable housing are

working families with children, young adults, seniors and persons with disabilities

• Too many people can’t find an affordable place to live

• Our children deserve a safe, stable home• Communities that offer more affordable

housing options are stronger economically

Telling your story• Characters you can relate to• A plot you can believe in• Well executed• A call to action that moves you

118 St. Mary’s St Raleigh, NC 27605 ◊ 919-881-0707 ◊ www.nchousing.org

Social Math• Put large numbers in social context• Use situations/contexts that your audience is

familiar with• Popcorn example

118 St. Mary’s St Raleigh, NC 27605 ◊ 919-881-0707 ◊ www.nchousing.org

Choose your messenger• Tell your story in person• Choose an “indigenous” messenger

118 St. Mary’s St Raleigh, NC 27605 ◊ 919-881-0707 ◊ www.nchousing.org

Importance of Visuals• Visuals help reality set in• Visuals can change someone’s perspective • Once someone has a picture in their head, it’s hard to replace it.

118 St. Mary’s St Raleigh, NC 27605 ◊ 919-881-0707 ◊ www.nchousing.org

118 St. Mary’s St Raleigh, NC 27605 ◊ 919-881-0707 ◊ www.nchousing.org

118 St. Mary’s St Raleigh, NC 27605 ◊ 919-881-0707 ◊ www.nchousing.org

Writing Tips• Press release• Letter to the Editor• Op-ed

118 St. Mary’s St Raleigh, NC 27605 ◊ 919-881-0707 ◊ www.nchousing.org

Press Release• Have a good reason for sending out the release• Keep it short• Follow the format• Include quotes• Email (pdf attachments)• Distribute (good time to update your list)

118 St. Mary’s St Raleigh, NC 27605 ◊ 919-881-0707 ◊ www.nchousing.org

Letter to the Editor• Keep it short (200 words)• Timely (get it out within 24-48 hours)• Take a stand• Refer to the article to which you’re responding• Don’t send on Friday

118 St. Mary’s St Raleigh, NC 27605 ◊ 919-881-0707 ◊ www.nchousing.org

Op-ed• Timely, must be in response to current issue• Write exclusively for one paper• Keep it between 700-800 words• Stay on point• Follow up• Write with reason and logic, not emotion

118 St. Mary’s St Raleigh, NC 27605 ◊ 919-881-0707 ◊ www.nchousing.org

Communications 101: A refresher• Any questions?

118 St. Mary’s St Raleigh, NC 27605 ◊ 919-881-0707 ◊ www.nchousing.org

Questions and Discussion

Anne EhlersCommunications & Development

Coordinator919.881.0707

aehlers@nchousing.org

Case Study:

Water Garden, Raleigh, NC

Background

Site well-known and admired for former owner acclaimed landscape architect, Dick Bell

• 11.3-acre site in northwest Raleigh, zoned for high density MF

• In City’s highest priority area for increasing affordable housing

• DHIC executed contract to purchase site in Jan 2009

• Applied for local public financing in late 2009 and then tax credits for first phase in 2010

It all started with the

newspaper article…

• DHIC issues a press release in August 2010 and story about our tax credit award and proposed development ended up on the front page of a Monday N&O

• The phone calls and emails from angry neighbors started that very morning

Dealing with angry

neighbors

• Attended the next HOA meeting-250 or so folks showed up, standing room only

• Worked to make sure elected officials solidly backed the proposed development

• Rallied allies in the community to be on alert if we needed them

• Volunteered to appear before the NW CAC to answer additional questions

• Offered neighbors 2 different opportunities to tour DHIC product & shared plans

• Willing to negotiate on some items that we had flexibility on (fencing, buffers, etc.)

• We needed some easements from them as well

So you want to develop

affordable housing next

door….

• A RE developer not a profession that is always well-regarded

• Just because you view the mission as honorable and beneficial to the overall community, others may not share this view

Sizing up the situation

• Due diligence on the site, neighboring properties, comp plan and zoning code

• Talk to municipal staff

• Talk to elected officials

• Identify stakeholders (pro and con)

• Reach out to advocacy groups

• Mobilize community resources– Meet with HOAs– Meet with CACs or other neighborhood

groups – Coordinate promotional campaign by smart

growth, fair housing, economic development groups

– Possible support from employers

Transparency with caveats

• Always be direct and truthful

• But you don’t have to reveal all details of the deal

• Watch what you put in writing; especially emails which can spread like wildfire

• Resist impulse to fire back blistering responses to nasty messages

Conduct positive meetings

• Define rules/boundaries before getting started; stress courtesy and respect for all

• Be clear and precise in relaying info

• Resist urge to argue with people who are angry or disrespectful

• Okay to say “I don’t know but will find out and get back to you”

• Also okay to say “Please let me finish. We will take questions at the end.”

• A little humor at your own expense sometimes helps diffuse tense atmosphere

Lessons Learned/Tips

• Prepare municipal staff and elected officials

• Be proactive, not reactive; anticipate typical fears and be prepared to respond

• Always maintain tone of working together, even when you don’t “need” their support

• Realize broader economic and community issues; timing and downturn in the RE market

• Home is where the emotions are

• “We didn’t know”… we are telling you now

• Human stories and examples of your work

Questions & Discussion

Isabel Mattox Natalie Britt

isabel@matttoxfirm.com natalie@dhic.org