Public Relations Guide for Rural Housing Organizations (manual

- “We help local organizations in rural America build affordable homes” (the HousingAssistance Council).To determine effective messages, housing organizations should be aware of researchconducted by the National Low Income Housing Coalition in 1997. The Coalition convenedfocus groups throughout the U.S. to determine what messages about assisted housing weremost effective. It found that middle-income American voters were not moved by messagesabout the severity of housing problems, and in fact tended to blame people for their condition.Instead, focus group participants responded positively to messages rooted in self-help and tospecific examples of successful local programs and community action. Stories about theeconomic importance of housing to communities, and especially to children, were effective.Also, the word “home” was far more effective than “housing.”Define your message and use it consistently. Advertisers accomplish this with slogans: “Just doit,” “The real thing,” “Welcoming families home for over 50 years” (the slogan on RyanHomes’ web site). Homes for Hillsborough in Ruskin, Fla., says, “Families Need Housing.”“Yes! You can own your own home” is used on Rural Development Inc.’s web page.Housing organizations may have an image instead of a slogan. The Telamon Corporation usesa symbolic architectural feature as their name in order to communicate what they do. “EarlyRoman builders adapted the use of human figures, some called ‘Telamons,’ that weresymbolically cast as columnar roof supports. Since 1965, Telamon Corporation has providedsupportive assistance to untold numbers of recipients” (Telamon Corporation 2001).Identify Your Target Audience(s).You may want to reach:- local residents, to combat NIMBYism or obtain volunteers;- funding sources, to increase awareness of your organization as an option for funding;- local government officials, to solicit their support for your projects;- potential and current clients;- or others.Consider the Best Way to Reach Those Audiences.Some options include local television; radio stations; local, regional, and state newspapers;local magazines and newsletters; trade magazines; the Internet; chamber of commercepublications; and word of mouth.In general, newspapers precede television and radio coverage. Regional and state newspapersare likely to have separate sections or pages devoted to your community, in which case it isimportant to know the address of the particular news bureau and the name of the reporterassigned to your community. Do not discount a personal connection with a business thatpublishes a trade journal. Energy producers or building suppliers may be eager to feature ahousing story that showcases their product.Housing Assistance Council 9