1. Communication Tools To Help You Counter NIMBYism Anne Ehlers Communications & Development Coordinator 919.881.0707 aehlers@nchousing.org

2. 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

3. 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

4. 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

5. 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

6. 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

7. 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

10. Writing Tips Press release Letter to the Editor Op-ed 118 St. Mary’s St Raleigh, NC 27605 ◊ 919-881-0707 ◊ www.nchousing.org

11. 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

12. 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

13. 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

14. Communications 101: A refresher Any questions? 118 St. Mary’s St Raleigh, NC 27605 ◊ 919-881-0707 ◊ www.nchousing.org

15. Questions and Discussion Anne Ehlers Communications & Development Coordinator 919.881.0707 aehlers@nchousing.org

16. Case Study: Water Garden, Raleigh, NC

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

18. 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

19. It all started with the newspaper article…

20. 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

21. Dealing with angry neighbors

22. 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

23. 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

24. So you want to develop affordable housing next door….

25. 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

26. Sizing up the situation

27. 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

28. 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

29. Transparency with caveats

30. 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

31. Conduct positive meetings

32. 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

33. 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

34. Lessons Learned/Tips

35. 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

36. 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

37. Questions & Discussion Isabel MattoxNatalie Britt isabel@matttoxfirm.comnatalie@dhic.org