ࡱ>  bjbj11 p[gp[gQuL      8P $t$T  &L 0*0*0*0A ND S$       $   jV?l@"jVjV *0*0c nnnjVR*0 *0 njV nn("'*0P䍗`Xpq  0 BP`$B''B 1U>oU,nU$U1U1U1U  tg$1U1U1U jVjVjVjVB1U1U1U1U1U1U1U1U1UX V:   NAHB Public Relations Toolkit Table of Contents I. The Role of Public Relations in your Association A. Introduction & Staff Contacts........................2B. What is Public Relations?.............................................................................3C. PR and Your Associations Strategic Goals.....................3 II. Developing Your Public Relations Plan A. Assess Where You Are .....................................5B. Set Attainable Goals......................................................................................8C. Identify Your Audiences...............................................9D. Develop Key Messages..9E. Determine Your PR Program Budget15 III. Design Your Strategy A. Media ............................................................16B. Websites and Social Media...........................................................................19C. Community Service Programs .............................................21D. Consumer Education ..........................22E. Editorial Placements ...........................22F. Awards Programs.................................23G. Parades of Homes & Home Shows......................23H. Community Partnerships..........................23I. Advertising.................................24J. Speeches & Personal Communications...................24 IV. Put Your Plan Into Action A. In-House PR vs. Hiring an Agency ...................................................26B. Media Relations Know-How..........................................................................27C. Crisis Communications ........................................................33D. Public Relations Tools and Templates ...................35E. NAHB Resources...............................40 V. Measure Results A. How Well Did You Achieve Your Goals?..................................................45B. How to Measure the Impact of Your PR Programs.......................................45C. Adjust Your Plan and Refocus Your Efforts ..................................................46D. Additional PR Resources ..........................47 I. The Role of Public Relations in your Association A. Introduction & Staff Contacts There are few services a builder association can provide its members that are more valuable than effective public relations. Whether you are facing a market downturn, on the front lines of an unfolding impact fee crisis or showing off the finest work of your members in a Parade of Homes, you can rely on the time-tested skills and techniques of crisis management, media relations, public relations planning and event management to be an advocate for the home building industry in your hometown and nationwide. In this Public Relations Toolkit NAHB has created a basic how-to guide for home builder associations of any size. Whether you are a seasoned PR pro or new to the discipline, youll benefit from this comprehensive resource with up-to-date guidance on creating a customized public relations plan, crafting proactive image-building programs, working effectively with the media, selecting a public relations agency, tapping into the resources available from NAHB, and more. Best of all, because it is online, the NAHB Public Relations Toolkit is a living resource. As technologies emerge and market conditions change it will be updated so you have current advice and tools at your fingertips. Youre able to download fact sheets, press release templates, print ads and more to help you address the latest housing industry reports, statistics and legislation as they occur, immediately and free for NAHB members and affiliated associations. NAHB Communications staff is eager to get your input and continually enhance and expand these online offerings, so be sure to HYPERLINK "mailto:communications@nahb.org?subject=Toolkit%20feedback"let us know how we can help. We can provide advice on managing issues such as the economic climate, smart growth, impact fees, endangered species, wetlands, storm water, construction defects and more; as well as review your press releases, ads and other publicity material. Contact NAHB Communications at 1-800-368-5242 to reach these staff experts: Paul Lopez, Senior Vice President, Communications & Public Affairs, x8409 Dave Andrews, Director, Content Strategy, x8473 Anne Baker, Vice President, Industry Communications, x8447 Anna Briseo, Director, External Communications, x8132 Delinda Frazier, Web Coordinator, Web Strategy, x8310 Rachel Handschuh, Web Coordinator, Web Strategy, x8362 Reaganne Hansford, Manager, Creative Projects, x8450 Eileen Houlihan, Senior Editor, Federation Communications, x8062 Patrick Lunsford, Director, Social Media & Digital Communications, x8061 Stephanie Pagan, Manager, Industry Media Relations, x8254 Whitney Richardson, Director, Industry Communications, x8404 Blake Smith, Assistant Vice President, Federation Communications, x8583 Irina Stepanova, Senior Director, Web Strategy, x8262 Michael Strauss, Senior Director, Advocacy Communications, x8252 Liz Thompson, Director, Media Relations, x8495 B. What Is Public Relations? Effective public relations creates a favorable climate in a community so that the goals, programs and services of your association and members are understood and supported. A successful public relations program is the product of careful planning, execution, evaluation and, if needed, making changes to your plan. To be effective, it must be developed with a long-term perspective and implemented consistently. A single promotion or piece of publicity is not a stand-alone event; to achieve maximum results, it must be a building block of your whole public relations program. The  HYPERLINK "http://www.prsa.org/" Public Relations Society of America, widely recognized as the premiere organization for public relations practitioners, adopted the following definition of public relations: Public relations helps an organization and its publics adapt mutually to each other. As a tool for enhancing goodwill and encouraging favorable public opinion, public relations tends to hold more weight than marketing or advertising. Companies spend thousands of dollars on paid advertising to enhance a brand image or introduce and sell a new product. If you have the budget, you can pretty much pay to have your ads and messages placed in any medium. Not so for public relations goals, which are more subtle and harder to achieveespecially editorial and feature coverage from non-biased sources such as the news media or industry analysts who offer the public an implied endorsement of your position. The public may view all attempts to influence public opinion with some reticence, so its incumbent upon PR professionals to provide reliable, clear, timely and truthful information to the public to establish and maintain credibility. Good public relations is more than managing your image; although thats part of it. Public perception is powerful. A positive image doesnt just happen by chance. C. PR and Your Associations Strategic Goals In approaching public relations planning for your association, always ask, How can public relations support our associations strategic plan? Tying PR goals to your associations strategic plan will help your leaders and members make the connection between your proposed programs and goals of the association. It will keep your PR plan focused, and keep you from implementing programs or events that may be unique or attention-getting, but dont serve the associations goals. It will also help your association justify including PR programs in the budget. For example, a PR plan can help your association achieve goals such as: Promoting homeownership Increasing membership Enhancing the overall image of home builders in the community Providing a credible voice on specific housing issues facing the community Changing the opinion of consumers, lawmakers, regulators, etc. Promoting the positive economic impact of the local home building industry Getting credit for the good works of your association and the building industry enhances the profile of your association and provides yet another reason for members to join. Your members will take pride in the recognition and respect as leaders within the community your PR efforts generate, and youve provided them with incentive to remain members, along with a compelling vehicle to recruit new members. Getting the builder side of the story to media, community leaders and the public is likely one important goal of your association, especially if you are facing negative media stories about housing in your community. Your plan may include a significant education component. For example, local or state legislators may not even be aware that the consumer pays for any impact fees that they may levy, making housing even less affordable for their constituencies. No matter what your top association objectives are, public relations can support those efforts with both long- and short-term strategies. But be careful that you dont bite off more than you can chew. Make sure your PR initiatives are attainable and measurable. II. Developing Your Public Relations Plan A. Assess Where You Are Before you start planning your associations public relations strategy, do your homework. Gather information including: Recent local industry news coverage (primarily newspaper and magazine clippings and tapes or transcripts of radio and television broadcasts) Economic data Your associations business plan Clipping services will scan selected publications for mentions of your company, its products or services. Some even analyze the coverage and provide customized reports, which will save you a lot of time. If you use a service, make sure they include media outlets in your market, especially if you are in a small town or rural community. Here are some clipping and media tracking services: Burrelles Luce (HYPERLINK "http://www.burrellesluce.com"www.burrellesluce.com) Cision (HYPERLINK "http://www.cision.com"www.cision.com) Carma ( HYPERLINK "http://www.carma.com" www.carma.com) Factiva (HYPERLINK "http://www.factiva.com"www.factiva.com) Lexis-Nexis (HYPERLINK "http://www.lexis-nexis.com"www.lexis-nexis.com) Look closely at the frequency of coverage, the issues getting the most media attention, how the association or industry is represented, if you were contacted for comment, the tenor of the coverage (was it favorable with respect to your position?), and whether it shows that you have a defined position. Its important to get a feel for what is being written about in the influential local media outlets in your market and whether or not your messages on the topic are getting heard. Tracking media coverage also helps you uncover trends in reporting, and the position reporters stake out on issues you are monitoring. You can determine who is covering issues important to the industry and who is a respected voice in the media, which helps you form and prioritize your media list. There are many places to look when gathering research and information about the coverage your industry and association are getting in the media that affect public opinion. Check your public library, state and county government, online databases, chambers of commerce and local universities, if necessary, to get as much data as you can to define where you are in order to map where you need and want to go. Here are some questions you need to consider during the assessment phase: Did we achieve our previous goals? Should we revise our goals? What kind of media coverage are we getting? Is it positive? Negative? Is our coverage more frequently in newspapers, television or radio? Are the associations membership numbers up or down? Are we winning legislative, election and regulatory battles? This initial research gives you a benchmark from which to measure the success of any public relations effort. It is useful since you will want to determine the effectiveness of your program and serves as a jumping-off point for your new effort. An accurate picture of your beginning position also leads to effective and meaningful cost/benefit analysis, since most associations operate their public relations efforts within a tight budgetor no budget. When an in-depth assessment is needed, consider learning more about audiences hot buttons and gauging public sentiment by conducting focus groups or surveys. Use the information you learn to target your message to meet the interests of the specific audience you want to reach. Be prepared to tailor your message based on the feedback you get from those key publics. Focus Groups According to HYPERLINK "http://www.wikipedia.org" \t "_blank"Wikipedia, a focus group is a form of HYPERLINK "http://en.wikipedia.org/wiki/Qualitative_research" \o "Qualitative research"qualitative research in which a group of people is asked about their attitude towards a product, service, concept, advertisement, idea, or packaging. Questions are asked in an interactive group setting where participants are free to talk with other group members. Basically, focus groups are a powerful means to evaluate public sentiment or test new ideas. A traditional focus group, as described in Wikipedia, is organized as follows: There are usually 6 to 10 members in the group. The session usually lasts for 1 to 2 hours. A moderator guides the group through a discussion that probes attitudes about a topic. The discussion is loosely structured, and the moderator encourages a free flow of ideas. The moderator typically has a list of objectives, and will generally have only a few specific questions, which are designed to initiate open-ended discussions. Participants are compensated for their time, either with cash or a reward of equivalent value such as a gift certificate. Focus groups can cost thousands of dollars, but there are ways to minimize expenses. For instance, it is more convenient to hold a focus group in a facility designed for that purpose, because they have one-way mirrors to observe the discussion and video cameras to record the proceedings. But, to cut costs, you can always hold it in your offices. You should hire a professional moderator, however, as they are trained to guide the interactions without influencing them. Recruiting participants should also be outsourced, as firms that specialize in this have access to consumer databases and the process to ensure you will get a set of participants that is a truly representative sampling of your target audience. Online focus groups offer both advantages and disadvantages. On the plus side, it will save money by not renting out a facility, and sometimes people will open up more when they dont have the pressure of being face-to-face with other participants. Disadvantages include not being able to see facial expressions. However, the biggest advantage, saving travel costs and being able to gather input from people all over the world, isnt an advantage for a local association where your target audience is local, so its probably not a good choice. Surveys Surveys are a type of quantitative primary research that collects specific data from a sample audience. The questions are usually structured and standardized, and should be ordered in such a way that a question does not influence the response to subsequent questions. Every respondent should receive the same questions and in the same order. The types of surveys, which are described in the Wikipedia entry on HYPERLINK "http://en.wikipedia.org/wiki/Statistical_survey" \t "_blank"statistical surveys: Telephone Mail Online Personal in-home Personal mall intercept Just like with focus groups, you need to include a reward or incentive for completing the survey. Although it is possible to conduct a survey completely in-house, your best bet would be to outsource the survey conducting and data analyzing to a research firm that conducts surveys as part of their business. Survey prices will range depending a number of factors, including whether you purchase a mailing list; who designs the questions for the survey; what communication channel you use to send the survey; and how you want the results to be analyzed. You may also want to check with your local university, many conduct surveys for reasonable fees and they are a reliable, objective and credible source of data. While it is good practice to use a reputable research firm to conduct large consumer opinion surveys, there are several free and low-cost online survey tools that may be helpful if you are interested in conducting shorter surveys of your membership. Popular online survey tools include:  HYPERLINK "https://www.surveymonkey.com/" SurveyMonkey  HYPERLINK "http://www.surveygizmo.com/" SurveyGizmo  HYPERLINK "https://crowdsignal.com/" Crowd Signal B. Set Attainable Goals Now that youve had a chance to identify and reflect on where you are in terms of media coverage and public perception, work on setting specific public relations goals for the coming year. Begin with your associations overall strategic business plan. As mentioned previously, your public relations efforts should support the overall goals of your association. It is in this function that PR is most effective and can ensure that your focus is in the right place. And remember; make your goals measurable as well as attainable. Some common home builder association public relations goals are to: Promote home buying Get positive media coverage Demonstrate the economic impact of the industry Improve the public image of builders as caring members of the community Influence public policylegislative and regulatory Improve the overall climate for consumers Establish goodwill and credibility in the community Recruit and retain members Counter negative publicity Develop a future workforce Goals may be specific or general, long- or short-term, based on what is going on in your local market. For example, if you association is getting ready to fight local impact fees, your public relations goals may focus solely on helping the association affect the outcome of that debate. Longer-term goals more often involve the systematic and consistent image-building efforts that, in the end, will also work to support your short-term PR goals involving issues management. If you are aligning your PR goals with those of your association, it should be easy to identify your priorities and get consensus from your board or superiors. Present your programs as if you are a service bureau within your own association. For example: As public relations professionals, we can use these tactics [enumerate them] to help our association achieve its goals. C. Identify Your Audiences Think of all the people that you and your members work with, talk with and influence on a daily basis in your community. When these people are tied together with a common interest, they are called a public. A public is a group of people who share a specific purpose or who are affected by the same problem or issue. Publics can have a positive or negative effect on meeting your goals and can greatly affect the general climate toward home building in your community. Publics also can range from active, involved groups to inert, apathetic groups. Structure your PR efforts to address the more active and vocal of your publics. Each of the goals you establish may have many publics or just one, and over time these publics may change. Examples of typical publics for home builder associations include: Community opinion leaders such as elected officials, high-profile activists and other well-regarded community members Community groups Allied industry organizations such as Realtors, mortgage bankers, lenders, chambers of commerce Current and potential home owners Current and potential members Association employees Antis (Audiences vocally against building, developing, etc.) Local government officials Environmental groups Media, including print, online and broadcast Students and local educators When you identify your publics, also note how they are linked to your organization. How much do you affect them, or they you? Or, do you work with each other, aligned on issues that affect home building in your community? Do you have influence over them? Is there an established dialogue? What holds them together as a group and why do they (or should they) care about what you have to say? D. Develop Key Messages NAHB Messaging Architecture The following messages provide a framework for NAHBs leaders to tell our story to the media, members, local/civic organizations and consumers. They lay out our central theme and values in a way that resonates with our audiences. The overarching messages will remain constant, even as the key issues will change over time. This proven approach allows us to be effective when we speak about the threats to our industry and call stakeholders to action. It is critical for the housing industry to tell a compelling story about the value of homeownership, a story that will inspire the American public to take action to protect it. Our industry needs to remind Americans that homeownership is a key source of: pride peace of mind accomplishment security Overarching Messages These two unchanging messages establish the value of what we do, providing homes and jobs across America. Homeownership is the foundation of the American dream and the American economy. The first messages theme is: Homeownership is the American Dream. It is appropriate for current and potential home buyers. Message: For generations of Americans, owning your home means owning your futurewhere dreams thrive and the future takes place. It is designed to: increase interest and consideration of homeownership create an enhanced sense of confidence and security in the decision to purchase simply result in more positive conversation about the value of homeownership Statements that strongly support this message include the following: A home is a place to raise families and create strong communities. A home is the most valued long-term investment most Americans ever make. For more than a century, Americans have counted on their homes for their childrens education, their own retirement, and their familys well-being. Generations of Americans have known that owning your home means owning your future. Buying a residence is the single biggest investment most of us ever make. Notwithstanding recent declines, 95 percent of home owners say they are happy with their decision to own a home. Why should that surprise anyone? For more than a century, Americans have counted on their homes to leverage equity and provide for their childrens education, for retirement and innumerable additional benefits. The combined power of millions of Americans living that futuretheir dreamis a major driver of the U.S. economy. Owning a home in a community of owner-occupiers provides a solid basis for family life. It provides an anchor: children of home owners score better on academic tests, graduate at a higher rate, have fewer behavioral problems and enjoy a better social environment. We are most likely to connect with our audiences if we talk about the emotional benefits and values that they seek. For example: Homeownership is more than just an investmentit builds a sense of stability, security, accomplishment, pride and peace of mind. These communications reassure the audience about its positive feelings toward homeownership and give confidence that they can obtain a home or continue benefitting from it. The second messages theme is: Housing Equals Jobs. It is also appropriate for a general consumer audience but geared towards encouraging Americans to act in their role as voters in order to influence legislators, regulators, and other Americans. Message: Millions of Americans pursuing the homeownership dream is the major driver of the U.S. economy. This message is designed toincrease awareness and appreciation for the fact that home building is the key to job creation, economic growth and recovery. Top messages on Housing Equals Jobs that can be used to support it include: Its important to understand how integrally linked American homeownership is with U.S. prosperity. Fifteen percent of the U.S. economic output is attributable to the housing sector. Housing, like no other sector, is Made in America. Most of the products used in home construction and remodeling are manufactured here in the United States. Demand for homes creates millions of good-paying jobs for American workers. Federal research has demonstrated that building 100 single-family homes creates almost 297 full-time jobs, $28 million in wage and business income and $11.1 million in federal, state and local tax revenue. This economic power is why the housing market has always been seen as a yardstick by which we can measure U.S. economic performance. In every recent economic decline it has been the housing industry that has spearheaded the return to prosperity. Generations of Americans have known that owning your home means owning your future. Buying a residence is the single biggest investment most of us ever make. Notwithstanding recent declines, 95 percent of home owners say they are happy with their decision to own a home. Why should that surprise anyone? For more than a century, Americans have counted on their homes to leverage equity and provide for their childrens education, for retirement and innumerable additional benefits. The combined power of millions of Americans living that futureour dreamis a major driver of the U.S. economy. Generations of enlightened American leaders have made homeownership an explicit national goal, starting in 1913 when the mortgage income tax deduction was enacted as part of federal tax law. The housing industrys value to our economy is greatest when times are toughest: Surging housing starts regularly lead our economy out of recession. Below are some additional power phrases and messages you can use to help tell the story of the valued benefits of housing and homeownership: Americans love homeownership and they VOTE! Investing in homeownership is investing in the future of America Home is central to American life Homeownership means More jobs and a stronger economy Stronger communities and neighborhoods A solid foundation for the family A stronger middle class Secure retirement for millions A better tomorrow for future generations Stability for the housing market Remember: Use homeownership rather than housing or housing industry. Desired Actions The following messages should be used to wrap up your argument and communicate what the desired actions are in the fight to preserve homeownership: Any changes to the mortgage finance system must be done carefully and over a reasonable transition period to ensure that a reliable system is in place to function effectively in the years ahead. Seniors who are on fixed incomes are being taxed right out of their homes. Home values have decreased and property taxes have gone up. These changes will make it worse. The governments job is to write laws to protect the people. If a business is corrupt or performing poorly, let it fail. Don't punish the people. Support the people. More consumer education is needed to help buyers know what they can afford and so they can avoid being taken advantage of. The government has proven it can always outspend its budget. Taking away proven tax breaks is just more revenue that will be spent on what the government wants rather than what the people think is important. Owning a home is part of the American Dream: It creates a stronger community, a place to raise a family, and is a familys most valued stable investment for education retirement and well-being. We need to strengthen the housing market so that more Americans can achieve homeownership. Government doesnt have the right to make changes in housing policy that hurt seniors after they have played by the rules and made the sacrifices to get where they are. Tighter underwriting is needed to ensure buyers have the income and can afford a loan. We urge you to use these value of homeownership messages to reach out to your audiences in a variety of ways, including: Connect with local reporters for interviews. Submit letters to the editor and op-eds to local media. Speak before civic and community groups. Meet with elected representatives. Engage with consumers at community events and home parades. It is not possible to convey every message in every communication, and the selection of messages should be tailored to the specific project. Each of your publics may require a unique message, even when addressing the same or similar subject with them. Pay careful attention to how you word your messages to help ensure the meaning is not misconstrued. When crafting your key messages, keep the interests of the public in mind. Its important to be clear, concise, positive, believable, probable and localand honest. The Bridging Technique Often, a reporter has in mind what angle they want their story to take, and will phrase their questions in a biased way. Instead of saying, What are your thoughts on the density of homes in our community? they will say, Many people think that sprawl is ruining our community. Your opportunity is to re-focus their biased statement to convey the message you want the audience to take away. For example, on the sprawl issue, a bridging response would be, Our home builders and their families live in this community too, their children go to local schools and they patronize the services and businesses. They have a vested interest in building homes that will strengthen the community and keep this area a pleasant, welcoming place to live. Following is an example of topics that associations often face in media interviews, and the key messages that can be used to respond to questions on specific issues. For every potentially negative or volatile topic in the example, one or more key message (s) can negate the impact. For example, a reporter is writing about how todays homes are too expensive and asks your association spokesperson for comment. Take a look at the key messages that the association is trying to convey. In this illustration, focus on two key messages to answer the question: Todays homes are better than ever and homes are built by experienced, trustworthy builders. Association Key MessageTopics Covered by the MediaBuilders are the good guysSprawl is ruining our communityBuilders care about the communityBuilders and developers are greedy Builders are our neighbors and live here tooBuilders cut down all of our treesYou can trust home buildersBuilders dont pay their share of developmentHousing is a bad investment todayNow is a good time to buyStricter lending standards, declining home values Todays home construction techniques and options are better than everBuilders produce shoddy productsBuilders (in our association) today offer consumers experience, quality and credibility Homes are too expensive Other key messages for your home builder association may include: Were concerned about the future of our community. We house the nation, while providing jobs and a tax base for our community. We care about our environment and providing safe, affordable housing in our community. Lets work together to develop sensible growth strategies that meet the needs of the entire community. Once you analyze your audiences and narrow down the key messages you want to communicate, its time to conduct research to support your position on the issue(s). Following are some sources of information and research to help you back up your messages with factual data. NAHB  HYPERLINK "http://www.nahbclassic.org/showpage_details.aspx?showpageID=311" HousingEconomics.com  HYPERLINK "http://www.nahbhousingportal.org/" NAHB Housing Portal  HYPERLINK "http://eyeonhousing.org/" Eye on Housing  HYPERLINK "http://www.homeinnovation.com" Home Innovations Research Labs, 301-249-4000 NAHB staff, 1-800-368-5242  HYPERLINK "http://www.builderbooks.com" BuilderBooks  HYPERLINK "http://catalog.gpo.gov/F?RN=625311041" Catalog of U.S. Government Publications  HYPERLINK "http://bookstore.gpo.gov" U.S. Government Online Bookstore  HYPERLINK "http://www.intlcode.org" International Code Council E. Determine your PR Program Budget The budgets for public relations programs can run from $0 to hundreds of thousands, or even millions, of dollars, depending on what strategies and tactics are implemented. Before you begin to design your strategy, you should have an idea of how much money you have to spend, or can realistically propose spending. This will help you as you determine what strategies and tactics will best help you achieve your goals. There are many tactics that cost next to nothing and can yield huge rewards in terms of positive exposure and getting your message out, such as pitching stories to local media. This is called earned media. A single positive news story pitched to and picked up by your local paper can achieve more for your associations image and credibility than billboards plastered all over town. Community service and consumer education programs, editorial placements, and awards programs or scholarships also often have a minimal cost. NAHB Communications also provides a wide variety of HYPERLINK "http://www.nahb.org/publicrelationstools"communication tools for associations to use that would normally cost money to produce, if you had to hire graphic designers, professional writers, or production crews. These can be customized with your associations contact information and can be accessed online at HYPERLINK "http://www.nahb.org/en/members/hba-resources/communication-tools.aspx"nahb.org/commtools: print advertisements radio spot scripts consumer interest articles press releases Most often, the most important expense is staff. Getting a staff member or consultant who can create unique ways to promote your association to the community, can write well, can build relationships with the media and can plan and run events is critical. Paid advertising can have a wide range of costs. The cost to advertise in newspapers, magazines, television, websites, radio, direct mail or outdoor billboards varies greatly depending on size, frequency and your market. How much you put in your budget should depend on a combination of how much your association can afford, and the goals you are seeking to achieve. One thing to remember is that when things are going well, it can be hard to convince people of the value of spending on PR programs. Alternatively, when budgets are tight, PR is often the first item cut. But remember that your association may end up spending much more in the long run to counter negative press or public perception of the industry, or to attract and retain members. III. Design Your Strategy A. Media Media Relations vs. Public Relations Many people have trouble distinguishing between public relations and media relations. Media relations is one part, albeit a crucial part, of your overall public relations plan. You can spend a fortune trying to influence public opinion with paid advertising such as newspaper and billboard ads, but a reporter can undo it all just by writing one negative story. Use media relations techniques to get your point of view to your key audiences. Working effectively with the media to disseminate your messages is one critical component of your goal to influence public perception, and its vitally important to know how to work with the media to further your public relations goals. Media Relations Know-How is covered later in this toolkit. Types of Media There are two main types of media: Electronicsuch as television, radio, websites Printsuch as newspapers, magazines, newsletters The major advantage of electronic (broadcast) media is that it can reach a vast and diverse audience, or a limited and targeted one. For example, television spots can be customized to air nationally, regionally or even locally, and on a random rotation or during a specific show. The disadvantage is that their audiences typically pay only casual attention to what they hear and view; and, once off the air, your message evaporates as well. Print media reaches targeted audiences in a city or region or with a particular interest. The fact that people are reading the real estate section usually means that they are potential home buyers. Print media also has a shelf lifeyour information is available to a reader as long as the publication is kept, and it is also likely available on the publications website for future reference. News websites have become a popular and powerful source of news to the general public and to the media. While websites also reach a large audience, there are some distinct differences from other print media. It is common for online news stories to have a comments feature, where readers can post their opinions, which may not be favorable to your position and can be read by all subsequent page visitors. Also, online stories often have a much longer shelf-life as some information goes directly into massive databases, and stories can be recalled through search engines. Mass Media Outletstc \l3 "1. Mass Media - Created By  Local newspapers, radio, television, and trade and consumer magazines efficiently reach the majority of your identified audiences. When you are effective, the editors and reporters at each of these media outlets can come to view and turn to your association as a credible source of industry information and news. They also need to know that there is an accessible, knowledgeable association spokesperson on whom they can rely for quotes and comments. Fast turn-around is key to your success, as is your ability to provide information and contacts to enhance your position as a direct source of information. Association Newsletters and Magazines One key communications piece not only to your membership, but also to the media and the public, is your association newsletter or magazine. This publication is an excellent opportunity for your association to provide a unified, consistent message on a range of issues facing your members. It may also be used as a tool with local government officials, business leaders, media and your industry partners to reinforce your positions and provide inside industry information. You can use the publication to promote HBA events, award programs, highlight interesting building projects and to recognize members for their community contributions. Radio or Television Programs Use radio and/or television consumer call-in shows to put a positive face on builders and the industry by pitching defined topics including seasonal maintenance, holiday decorating, home safety, steps of a remodeling project, etc. Youll need to prepare for these appearances, and ascertain before you go on any show how questions will be screened and taken based on the defined topic of the show. tc \l2 " or Television ProgramsMany associations are also developing their own radio and television programs to promote sales, gain public visibility and increase their professional image. Contact the program director of your local radio and television station to explore the possibility of creating your own show. The emergence of local cable television has increased this opportunity exponentially, they are usually hungry for content, and especially content that is for and about local residents or businesses. Capitalize on Ready-Made Media Opportunities National recognition events are a great time to pitch a specific story to local media, who are always looking for a hook. NAHB departments produce special online promotional toolkits designed to help HBAs take advantage of media opportunities and bring recognition to the benefits of homeownership and the housing industry in your community: National Designation Month (March). Promote the advantage of using members who have earned professional designations and celebrate the commitment it takes to earn professional designations. HYPERLINK "/en/members/hba-resources/communication-tools/pr-toolkits/new-homes-month-toolkit.aspx"New Homes Month (April). Target potential home buyers with messages of quality construction, location, new home amenities and more that will entice consumers to consider purchasing a new home as the spring home tour season kicks off. HYPERLINK "/en/members/committees-and-councils/councils/nahb-remodelers/hba-resources/national-home-remodeling-month-promotional-materials.aspx"National Remodeling Month (May). Promote the benefits of remodeling with articles, press releases, ads, and other tools that associations and Local Remodelers Councils can adapt for your market. HYPERLINK "/en/members/hba-resources/communication-tools/pr-toolkits/national-homeownership-month-toolkit.aspx"National Homeownership Month (June). The U.S. Department of Housing and Urban Development (HYPERLINK "http://www.hud.gov"www.hud.gov) recognizes the benefits of homeownership each year with special events. Make the most of this opportunity with articles, op-eds, a proclamation, ads and other resources. Check out HYPERLINK "https://www.amazon.com/s?k=chase%27s+calendar+of+events&i=stripbooks&ref=nb_sb_noss_2" \t "_blank"Chases Calendar of Events: The Ultimate Go-to Guide for Special Days, Weeks and Months for more national celebrations. Here are a few ideas: Fair Housing Month (April) U.S. Department of Housing and Urban Development (HYPERLINK "http://www.hud.gov"www.hud.gov) Consider partnering with local affordable/minority housing organizations and banks to put on an education program aimed at helping more minorities achieve homeownership. Earth Day (April 22) HYPERLINK "http://www.earthday.org"www.earthday.org Showcase all of the things builders do to preserve our environment and resources including green building techniques, planting trees, smart growth planning and more. National Playground Safety Week (Fourth week in April) National Program for Playground Safety (HYPERLINK "http://playgroundsafety.org/"http://playgroundsafety.org/) Think about building and donating a playground to your community this week to bring even more attention to your work to ensure a fun, safe environment for your communitys children. National Window Safety Week (First full week in April) Window and Door Manufacturers Associations (HYPERLINK "http://www.wdma.com"www.wdma.com) Write an article for your local paper to raise awareness for using windows as emergency escape routes from the home and preventing children from falling out of windows. National Safety Month (June) National Safety Council (HYPERLINK "http://www.nsc.org/nsm"www.nsc.org/nsm) Consider conducting an HBA-sponsored event for kids involving the local fire department and police department that educates kids and their parents about common home accidents and how to prevent them. Fire Prevention Week (Sunday through Saturday period in which October 9 falls) National Fire Protection Association (HYPERLINK "http://www.firepreventionweek.org"www.firepreventionweek.org) Team up with the local fire department to teach children and parents about the importance of fire alarms in the home and a family evacuation plan. Not all of these designated public awareness celebrations will fit in with your associations PR goals, but they are worth taking a look at to help you plan and develop angles for your stories. B. Websites and Social Media Association Website Today, it is nearly impossible to operate an organization without an Internet presence. Consumers, members, staff and media are all accustomed to finding information as simple as a phone number and address, or as complex as a public companys annual financial report, online. Developing, and more importantly, keeping your website up-to-date and fresh will provide your association with brand recognition in the community. This is especially true of an online newsroom. Use your site to: Recruit members Provide consumers with valuable information about home building and the home buying process Promote member businesses, events, awards and community charitable work Post press releases, fact sheets, newsletters and other media resources Post policy statements Develop a password-protected, members-only area to post information pertinent to your members, leaders and committee members. You can position the content as yet another member benefit by making research data, analysis and other resources available exclusively to members. Make sure your website is professional, navigable and up-to-date. Nothing is as frustrating or damaging to your credibility than to build an expectation among members, the public and media for a dynamic online resource, only to find the information stale or incorrect, or not to be able to find the information they were seeking at all! Associations today are making their websites multi-media, and incorporating video, audio and other new media features. The HYPERLINK "http://www.pewinternet.org/default.aspx" \t "_blank"Pew Internet & American Life Project reports that 78% of adult internet users have used the internet to watch or download a video. Social Media To appeal to todays media-savvy consumer, or the younger generation who will be tomorrows home buyers, consider incorporating elements such as a HYPERLINK "http://en.wikipedia.org/wiki/Blog" \t "_blank"blog, HYPERLINK "http://en.wikipedia.org/wiki/Podcast" \t "_blank"podcasts, HYPERLINK "http://www.youtube.com/" \t "_blank"YouTube videos, HYPERLINK "http://www.facebook.com/" \t "_blank"Facebook page, HYPERLINK "https://www.linkedin.com"LinkedIn profile, HYPERLINK "http://en.wikipedia.org/wiki/RSS" \t "_blank"RSS feeds, a HYPERLINK "http://www.twitter.com" \t "_blank"Twitter feed or a HYPERLINK "http://pinterest.com/" \t "_blank"Pinterest board in your associations online presence. Social media is where everyone is spending time these days, and an excellent way to pass the word around through online friends and fans and make your message go viralat little or no cost. Here are some ideas to get you started: Post a new statement every day. These can be interesting articles you found, random fun facts, research, reports, promotion, reminders, events or anything you want your audience to know about. Connect with NAHB members, realtors, media sponsors and other advocates on social media and ask them to help spread your message. Poll Facebook fans with an interesting question. Invite Facebook fans to post pictures of their homes or something related to your campaign or purpose. Interview clients, prospective clients or open house attendees and post them on YouTube. Create a blog and write longer-form posts (three paragraphs is sufficient) on an interesting topic or something you read in the news. Or invite a few home owners to be guest bloggers. Some good sites where you can launch your own blog include HYPERLINK "http://www.wordpress.com/" \t "_blank"Wordpress and HYPERLINK "http://www.blogspot.com/" \t "_blank"Blogspot. Blog or create photo albums with descriptions about new products, new technologies or projects. Develop a virtual tour of homes youve built or products you sell, using a slideshow or video and post on Facebook or YouTube. Create a location-based game (like HYPERLINK "https://foursquare.com/" \t "_blank"Foursquare or HYPERLINK "http://www.facebook.com/places/" \t "_blank"Facebook Places) where people can check in once theyve arrived at a designated location on their mobile phones. Offer giveaways to those who check in and a prize, such as free tickets to the next home show event. Work with a partner to organize a tweet-up event. This is a special event that is spread through your social media network, so always prepare for more people than you might expect. For example, if you want to promote an open house, you would organize the tweet-up as a social event where people can mingle and talk about why they want to buy a house. Post the time and place on your Twitter and Facebook accounts and blog, and encourage people to spread the word through social media. Make sure the event is worthy have food, nametags, a raffle or speaker and of course, a WiFi connection. It is important to stay on top of new types of social media, as well. They are created, evolve, become the latest trend and fall out of popular favor quickly but often provide an important channel to communicate with your target audiences. C. Community Service Programs Community involvement is an essential component of your overall public relations plan. Home builders contribute to the thriving communities we all live in and are active members of the communities they build and this is an important message to convey in your public and media relations efforts. Your associations community service efforts can generate positive results, such as: Improve your associations and members visibility in the community Support your political and legislative action efforts by raising public and government awareness of those efforts Improve your relationships with the media Help offset negative media and public opinion during times of crisis Get your side of the story to key target audiences to influence public opinion Increase effective communication with important target audiences the public, elected officials, community groups, etc. Take the edge off attacks from well-organized, high-profile opposing groups Attract home buyers to the market The positive effects of an associations involvement in community service and charitable programs can permeate the entire association. It is a source of pride, achievement, and goodwill among members and the community they live and do business in. And, community service projects provide a strong recruitment tool that joins advocacy and networking as a fundamental reason to join the association. Examples of community service ptc \l3 "Community Service rojects include: Building or remodeling a youth or day care center or home for the elderly Restoring a historic home or building Helping rebuild after a natural disaster Sponsoring a Little League team or Scout troop Developing a scholarship program to support students interested in the building trades Working with other partners and schools on a home fire safety, career day or environmental awareness program D. Consumer Education Home Buyer Clinics Host a first-time home buyer workshop or seminar every couple of months to provide the community with a home buying survival guide that takes them through the steps of buying a new home from A to Z. These seminars help build consumer confidence through education and take some of the mystery out of home buying. Consider working with other industry partners including a Realtor, mortgage banker and even personal finance expert to provide the prospective home buyers with information and options related to the purchase of a new home. Think about having a HUD representative on hand as well to lend even more credibility to the workshop. You can locate contact information for your local HUD office on their website at:  HYPERLINK "http://www.hud.gov/localoffices" www.hud.gov/localoffices Keep costs down by using a public facility such as a school, library, community center or a members facility, and publicize it through print and radio Public Service Announcements (PSAs) and editorial newspaper coverage. E. Editorial Placements Increasing your positive earned media coverage is likely one of your top PR goals. Dont think that just because your association buys weekly ads in your local newspaper or monthly magazine, it guarantees you favorable editorial coverage in reality, one has nothing to do with the other. Editorial coverage is determined by the news value to the publications audience and is a much more credible source of information for an increasingly skeptical public. NAHB has resources that can help you earn more media coverage, including economic data and other information on the website and national press releases. Use the information, along with a local angle and statistics to pitch stories that are pertinent to your community. You can find economic data and national NAHB press releases at: HYPERLINK "http://www.nahb.org/newsroom"nahb.org/newsroom. Each month, NAHB provides four  HYPERLINK "http://www.nahb.org/en/members/hba-resources/communication-tools/consumer-articles.aspx" customizable consumer articles with information of interest to consumers. These are designed to be customized with local information and sent to local newspapers, magazines, newsletters and websites under the byline of your association president or executive officer. Also look at other local and regional media including magazines and weekly and monthly publications to determine if there is a fit for home building, remodeling, building industry trends or other feature stories that will appeal to their audiences.  HYPERLINK "http://www.nahb.org/en/members/hba-resources/communication-tools/consumer-articles.aspx" Previous consumer articles are organized by topic that you can use and localize for magazines and tabloid special sections throughout the year. Customizable consumer articles and archives are accessible online at:  HYPERLINK "http://www.nahb.org/en/members/hba-resources/communication-tools/consumer-articles.aspx" nahb.org/consumerarticles. F. Awards Programs Building, community planning and community service awards can also help you achieve positive media coverage for your association and members. By taking advantage of the prestige and value of housing industry competitions held each year, your association and members can draw public attention to their professional stature. Many of NAHBs councils have annual award programs to recognize associations and members. You can find a list of national award programs here: HYPERLINK "http://www.nahb.org/awards"nahb.org/awards. Your state or local association can also create its own award programs that celebrate and promote the accomplishments of your members or brings attention to the local housing industry. For example, consider a local Housing Heroes award that recognizes outstanding members of the community, members and non-members, who have contributed to innovations in housing, advances in housing policy or have made other significant contributions to the industry. G. Parades of Homes & Home Shows Parades of homes, home shows and trade shows offer opportunities for media coverage, image building, fund raising and highlighting innovations in building. NAHBs HYPERLINK "http://www.nahb.org/en/members/committees-and-councils/councils/executive-officers-council.aspx"Executive Officers Council has a wide variety of materials online to help you organize a successful event, including sample sponsorship contracts, builder applications, awards judging criteria, and more. H. Community Partnerships Forming alliances with government, business and community organizations where your goals and mission align is an excellent way to increase your associations profile as an important player in the community. Home builders are leading employers, contribute to the economy and create the communities where we all work and live. As such, builders are uniquely qualified to make important contributions by participating with community-based organizations and local governments in events, programs and new initiatives aimed at enhancing communities and promoting homeownership opportunities for more consumers. Start small by working on a community service or charitable project together that addresses a visible need in the community. Be careful not to minimize your clear position on issues facing the community in order to form a partnership. There is likely much common ground, however, when it comes to issues such as the need for affordable, safe housing; educating children; repairing substandard housing for the poor and elderly; developing plans for smart growth; and joining together on initiatives that make more Americans prepared and informed about building and purchasing a home. I. Advertising Advertising can be an important tool to promote your home show, parade of homes or other special event. The U.S. Small Business Administration has a useful primer, HYPERLINK "https://www.sba.gov/managing-business/running-business/marketing/advertising-basics"Advertising: The Basics, that describes how to start an advertising program, the benefits and drawbacks of advertising, and how to evaluate your advertising campaign. Using Stock Photography When designing a print ad, stock photography can be a useful and inexpensive option to bring the piece to life. It can also be used in your newsletter, magazine or website. Some of the benefits of using stock photography are that the photos are royalty free and can be used multiple times, for multiple purposes, once youve purchased the image copyright. You also can download them from a website immediately, rather than having to make an appointment with a photographer. In contrast, if you hire a photographer to take pictures that you want, you may have to negotiate terms for each of these media based on the use and intended audience. The advantage, of course, is that the photos are more personal and localized. There are a number of companies that either market free or for-sale stock photography, many that focus on home building, home buying and remodeling, as well as lifestyle, seniors and family photos. Some sites also offer illustrations in addition to photos. Be sure to carefully read the purchase terms to make sure that you are acquiring the rights to use the photo how you want to. Photographers are increasingly taking legal action against organizations that are using their images illegally, even if it wasnt intentional. Here are a few websites to take a look at if you are in need of stock photos: istockphoto.com (HYPERLINK "http://www.istockphoto.com/"www.istockphoto.com/) Thinkstock ( HYPERLINK "http://www.thinkstockphotos.com" www.thinkstockphotos.com) Blend Images (HYPERLINK "http://www.blendimages.com"www.blendimages.com) Fotosearch (HYPERLINK "http://www.fotosearch.com"www.fotosearch.com) Super Stock (HYPERLINK "http://www.superstock.com"www.superstock.com) J. Speeches & Personal Communications When association members communicate directly with target audiences through speeches, special events and community service projects, they build industry credibility, enhance the image of builders and deliver key messages directly, without the filter of media gatekeepers. This type of communication can be as casual as a members participation in civic and service clubs or as structured as speakers bureaus, community events, association-sponsored home buyer workshops, parades of homes and home shows. All of these events offer opportunities to reinforce one or two key messages and provide you with a venue to make a call to action. NAHB offers a variety of resources including talking points, housing data and HYPERLINK "http://www.nahb.org/spokespersontraining"spokesperson training to help staff and members with developing presentations and feeling comfortable addressing audiences of any size. Access them at  HYPERLINK "http://www.nahb.org/en/members/hba-resources/communication-tools.aspx" nahb.org/commtools. IV. Put Your Plan Into Action A. In-house PR vs. Hiring an Agency As you think through your strategies, you will consider budget limits, time constraints, personnel assignments and political situations. Depending on the size of your association, your budget and your membership, you may rely on: In-house Staff. Larger associations may have a full-time public relations staff person or department. One key advantage of having in-house staff is that they are involved with the housing industry and know the details, key players, personalities and spokespeople for each issue the association faces. Member Volunteers. Builder members who have PR experience or staff of their own can help you implement a PR program. Associate members who own PR firms or advertising agencies may be willing volunteers for a specific initiative because doing so showcases their expertise. Interns. A local college student can work for class credit or a minimal wage to gain experience in their fields of study. Make sure you evaluate writing samples, work experience and call the students references before hiring any intern. You may save money by using a graduate student, but you also want to be sure you are getting the right skill set and experience for the work you need. Contact the dean of the journalism or public relations department at your local college or university and see if the school is willing to provide some candidates or at the least, advertise the position. The HYPERLINK "http://www.iabc.com/"International Association of Business Communicators maintains student chapters at colleges and universities across the county and may also help you identify potential interns or part-time student help for projects that HBA staff supervise and where the work does not require significant years of PR experience. Local chapters of the HYPERLINK "http://www.prsa.org/"Public Relations Society of America may lend a hand to help you find interns as well. Local real estate editors can recommend candidates as well especially former reporter interns with interest in the public relations side of the fence. Agency/Consultant. An independent public relations agency or consultant maintains contacts with the media and is familiar with key reporters, newspapers, schedules, deadlines and lead times. Most are paid on a monthly retainer based on the extent of the project(s) they are to complete. Agencies will also work on a project basis. The first place to look for hired help is within your membership: HBA-member agencies are likely more familiar with the housing industry. Your builder members can suggest leads and HYPERLINK "http://prfirms.org/"prfirms.org offers a number of recommendations to help you hire an agency. With both volunteer and paid public relations specialists, you are seeking: Knowledge of housing and public relations An ability to recognize a viable public communication idea, package it and carry it forward using the appropriate media. Excellent media contacts A solid understanding of which stories will appeal to which editors and why. This includes knowing how each editor prefers to communicate, an understanding of their beats and their deadlines. Good media experience also includes the wherewithal to contact the reporter when an industry story runs without him or her seeking comment from your association. Creativity Conceptualizing story ideas for the same association on the same products to the same media over a period of time requires an enormous wealth of creativity. Always consider the hook for the stories you pitchthe why should anyone care? Or, the what does this mean for your audience? angle. Good writing style Stories, columns and press releases must be interesting, timely, concise and/or persuasive, depending on your need. B. Media Relations Know-How Whats News? Before you approach the media with information for a story, stop and think like a reporter. Is this news? To determine whether an event or issue is newsworthy, ask yourself: If I were not a member/staff of the HBA, would this be of interest to me? Does it address or introduce an issue that is important to the community as a whole? Will it be of interest to the reporters audience? Is it propaganda or straight information? If you look at the story from the other side, does it show the association and members in a positive light? Or, cut to the chase with a simple who cares? test. Be sure to ask yourself these questions before you pitch a story, invite members of the press to attend an HBA meeting, write a press release or hold a press conference. Unless you identify solid answers to these questions especially the why come up with an angle or dont make the pitch. Develop Your Contacts Getting your information to the correct publications and people within the organization is vital to your public relations success. Develop a media list by identifying the news outlets in your communitylocal newspapers, radio, television (network and cable), community websites and trade publications. Find out the names of the reporters and editors who cover the housing industry, real estate and business. Introduce yourself by phone or email. Be sure to update your list frequently, as these contacts change often. NAHBs media relations team can also create a local media list for you. Contact HYPERLINK "mailto:ethompson@nahb.org"Liz Thompson, x8495 or  HYPERLINK "mailto:spagan@nahb.org" Stephanie Pagan, x8254, to get a list of reporters who cover real estate in your market area. Getting to know these reporters and gaining their respect and confidence takes time. Reporters are deadline-oriented. They need confidence that they can always reach you and that you will do everything you can to get them the information they are looking for in a timely fashion. A reporter will remember if you help or dont help them meet their story filing deadlines. Think about and then suggest angles and story ideas that might otherwise be overlooked, and provide information, statistics and research quickly and efficiently that back up your position. Return phone calls promptly and send thank-you notes after a story featuring your association appears. Nurture the relationship with honesty and accessibility including providing your cell phone number so you can be reached outside normal business hours. Helping the media includes not only providing information and access to your HBA spokespersons, but also providing leads on other reliable sources of data especially third-party studies that back up your associations positions. However, even in the spirit of developing good relationships with important reporters, if it is not in your associations best interests to comment on the issue at hand, dont. Here are some phrases you can use to decline comment, without alienating the reporter: We dont have enough information at this time to comment. We are in the process of reviewing the information and cannot comment at this time. We dont cover this issue and, therefore, cannot comment at this time. Providing Spokespersons Having a stable of go-to members your HBA spokespersons is vitally important to your public relations efforts. Ideally, you should have a list of HBA leaders who are specialists in one or more topics, from the economic impact of housing and new design trends to immigration issues or environmental concerns whatever the reporter might be looking for. Your spokespersons represent your association, so they should be both knowledgeable and articulate. Help them develop their speaking skills through NAHBs HYPERLINK "http://www.nahb.org/spokespersontraining"Spokesperson Training Program. NAHBs online HYPERLINK "http://www.nahb.org/en/members/hba-resources/membership-videos/how-to-communicate-effectively-with-the-media.aspx"Communicating Effectively with the Media video provides a quick refresher on how to conduct successful media interviews and educate the public about the real issues facing housing today. Deadlines and Lead Times Be aware of reporters deadlines. If your local newspaper has a real estate section every Saturday, for instance, the deadline for copy is likely as early as the previous Wednesday. The nature of radio and television deadlines mean that you may only have a half-hour to a couple of hours to respond. For example, the 5:00 p.m. news usually closes at 3:00 p.m. that afternoon. As you compile your media list, ask for specific deadlines for newspaper sections or news programs to make certain you can meet reporters needs within the time available. Using Press Release Services Sometimes, you will want to send a press release to a broader audience than your regular media contact list. Fortunately, there are companies that will disseminate your press releases via email to groups of publications or other media, sorted geographically or by topic so you can appropriately target the audience. Some also offer press release writing services. They include: Business Wire (HYPERLINK "http://www.businesswire.com/" \o "http://www.businesswire.com/"www.businesswire.com) PR Newswire (HYPERLINK "http://www.prnewswire.com/" \o "http://www.prnewswire.com/"www.prnewswire.com) E-Releases.com (HYPERLINK "http://www.ereleases.com/" \o "http://www.ereleases.com/"www.ereleases.com) E-wire (HYPERLINK "http://www.ewire.com/" \o "http://www.ewire.com/"www.ewire.com) (environmental) PR Web (HYPERLINK "http://www.prweb.com/" \o "http://www.prweb.com/"www.prweb.com) Press Release Network (HYPERLINK "http://www.pressreleasenetwork.com/" \o "http://www.pressreleasenetwork.com/"www.pressreleasenetwork.com) Internet News Bureau (HYPERLINK "http://www.internetnewsbureau.com/" \o "http://www.internetnewsbureau.com/"www.internetnewsbureau.com) URLwire (HYPERLINK "http://www.urlwire.com/" \o "http://www.urlwire.com/"www.urlwire.com) (website launches) Make sure you know the audience you are trying to reach. For instance, if your story is of national interest, but purely environmental, then an environmental wire distribution makes better sense than a broader national distribution that costs more than twice as much. If your story is about local economic conditions, specify statewide, not national, distribution. Also, make sure all content is critical to the story so you dont pay to release information that a reporter would not need or can get from you later anyway. This includes lengthy explanations of your association and its mission, or your boilerplate language. Most prices quoted by a wire service cover a limited number of words (usually about 400) and then an additional fee for each additional 100 words. Types of Media Interviews tc \l2 " of InterviewsReporters may call you for a number of reasons. Its always important to understand whether the audience is primarily policymakers, consumers or other businesses, and how much time you have to respond. Sometimes, a reporter calls to determine the associations position on a specific issue or needs a quick comment about a story in the news. Find out who else the reporter is calling. Tell the reporter you will to talk to your leadership, then formulate a reaction statement or arrange an interview and call or email back within the agreed time. One-on-one interviews with reporters can range in length from a few minutes to much longer. They are generally set up in advance, so you will have time to choose and prepare your spokesperson with key messages and provide the interviewer with background material on the issues facing your community or the industry. Talk shows may present an opportunity to share information with consumers about the home building and home buying process or tips on proper maintenance and innovations in home building such as the growing use of green building techniques. A talk show may also approach you for a segment that explores a specific local or regional issue that is gaining notice in the community and media including impact fees, environmental issues, smart growth or construction defects. Before you commit yourself or a member to this kind of issue-oriented show, find out exactly who the other panelists are (if any), what the reporter will ask, the format (will calls from the public or questions from the audience be taken?) and the length of the segment. Then, evaluate the opportunity from this perspective: what will my association, our industry and our position on this issue gain from our participation in this program? If you cant identify clear benefits to doing the interview, decline. Preparing for Interviews You (or your spokesperson) have agreed to be interviewed. Now you need to gather as much information as you can: What are your goals, and what do you hope to gain from the interview? Who is the audience? What is the reporters deadline? What is the interviewers historical stance on housing issues? Will the interview be taped and edited or is the interview live? If the interview is for a print piece, how long will it be? Is it a news or feature story? Its fine to tell the reporter, Im not prepared to answer your questions at this time, but will get back to you before your deadline. Develop two or three key messages that you will deliver in your interview. Form your key messages based on what would you like the audience to know about your association, the housing issues facing the community, your position on one or two hot issues being covered, etc. Having specific messages will help you control the interview and avoid being misquoted or your comments being taken out of context. When you practice by focusing on key messages that you want your audience to come away with, you will be prepared to cut off tangential questions and redirect the interview to the topic you want to speak about. If the interview is taped, youll provide the producer with a fixed number of sound bites for the segment. The more you reiterate one or two key points, the more likely youll get one of the sound bites or quotes you want in print or on the air. Determine the kinds of questions you are likely to be asked in the interview. Have someone role play the interview with you and ask you tough questions, as if in an actual, hard-hitting interview. This gives you an opportunity to practice answering difficult questions. Above all, remember that nothing is off the record. An off-the-cuff comment made after the formal interview is over could end up being your one and only sound bite. Practicing also helps cut down on interview jitters so you deliver your key messages more naturally. The more comfortable you are with the subject matter, the more relaxed and focused youll be in your interview. Talking to the Media tc \l2 " to Talk to the MediaWhen you talk to the media, honesty is always the best policy. A good reporter will often verify and double-check information before using it in a story. But you cannot rely on a reporters accuracy 100% of the time, especially when quoting statistics. When the interview will be edited, try to give 10- to 20-second answers. Think of your message as a headline, and practice giving direct answers to the questions within that time frame. Youll be surprised how much you can say in such a short time if you are prepared. Remember, the public is your audience, not the reporter, who is a conduit to your primary audience. Always answer the question. But also remember, your answer does not need to be the answer the interviewer is seeking. You can both answer the interviewer and get your point across by saying yes or no and then following with your key message on the subject. This is called bridging. Here are some examples of how to bridge to your message: Q: The Sierra Club says that all home builders do is cut down trees. Theyre really just a bunch of naive tree-huggers, arent they? A: I dont agree with how you characterized the Sierra Club, but home builders care about the environment and the community where we all work and live. For every tree we remove to build a home in our community, we plant five in its place. Q: The Citizens Action Committee says growth here is out of control and greedy home builders are the cause. Why do they say that? A: I cant speak for the committee, but I know that home builders diligently work with the community to develop plans for smart growth that blend the need for affordable homes, a crisis in our community today, with the desire to ensure that infrastructure can support the communities we build. In any interview, you should make your point first clearly and concisely. Then support your point with background information including facts and statistics. This technique will decrease your chances of having your statements edited out of context. Here are some other hints when talking to the media: Be yourself. Dont attempt to change your style. Use notes in any interview situation, even television. But make sure they are notes and not a script. When being interviewed as an association spokesperson, do not give your personal opinion. Speak only on behalf of the association. Dont answer for third partiesrecommend that the reporter get the answer from them. If you disagree with anything the interviewer says, let him/her know immediately. Otherwise it will be assumed that you agree. Never say no comment. To most people, that is the same as saying guilty as charged. Say that you need to study the report in question, or explain that its a legal issue (if it is.) Dont try to answer a question when you dont know the answer. Respond, I dont know, then offer to get the information. You do not have to answer questions of a personal or confidential nature. Give the reason such as Thats a personal question, Thats proprietary information, or Thats in litigation right now, and I'm not at liberty to discuss it. Be careful with statistics. Dont assume the interviewer is using correct ones, and if you use them, make sure your statistics are up-to-date and correct. If you are not familiar with the figures the interviewer is using, say so, then back up your point with the information youve gathered on the subject. Keep your real audience in mind its the individual listening to the radio, watching television, or reading the newspaper or web page you want to believe and understand your message. Use words they understand, not industry jargon or technical terms. Be sure that your designated association spokespersons have a unified message. If conflicting information is given, it will discredit the association as a source. Again, there is no such thing as off the record. Never say anything you dont want to hear on the radio/television or see in print or online. Guarding Against Misquotes Misstatements and mistakes do occur even in the most positive and scrupulous media coverage. When that happens, put aside any anger, panic or other strong emotions that may cloud your vision. Analyze the damage objectively, and do not act until you have assessed the probable impact. Your choices for action then are: Do nothing. Complaining about an error that may be trivial could actually reinforce it, since you must partially repeat the error in your reply. If the mistake is more a matter of opinion than of fact, and if it will have little impact on your relationship with your audience and possibly antagonize the reporter, then it is best to do nothing and forget it. Call it to the attention of the reporter. To make sure that the reporter has the correct facts for future coverage, send an e-mail or telephone to clear up the misinformation. Go to the editor only if you did not get a satisfactory response from the reporter (i.e. no concern for the truth or the facts). Ask for a clarification or correction. This should only be done when there are serious factual errors in a story. Clarifications or corrections can never be requested on the basis of a storys tone or other judgmental criteria. Call the reporter and tell him/her about the mistakes, always maintaining your professional demeanor. It is important to maintain a good relationship with the person who routinely covers the industry. Write a letter to the editor (for publication). Dont be indignant and dont repeat the misstatement. Chances are that many of the readers of your letter to the editor did not see or will not remember the original story. Make sure that your letter is a positive statement and not just a rebuttal. Be brief and concise as you set the record straight. Many newspapers limit letters to no more than 150 or 250 words: go to the publications website and read the letters guidelines. Issue a press release. Release a correct statement with a positive angle to the other media in your area. It is better that someone carries the story correctly, even if it isnt the original media source that made the error. Post a message on your social media channels. If you issue a press release, you can post a link to it on your social media sites or simply use this as an opportunity to reiterate the positive story you want to tell your audiences. C. Crisis Communications Handling Negative News Just as guidelines are necessary for placing good news stories, you should consider developing guidelines for handling unfavorable or negative news stories. It is usually better to be first with the bad news affecting your association than to let the media hear it for the first time from some other sourceespecially one that may not be particularly sympathetic to your position. Develop a working plan that lays down policy guidelines, procedures and ground rules for the orderly and rapid release of accurate information in bad news situations. Do not run the risk of making the situation worse by ignoring or covering up the story. If so, you will reinforce the negative aspects of the story once it breaks. Meet the situation head-on. Select a spokesperson to represent your side of the story. Inform the media that you have a spokesperson to make a statement or address questions. Newspaper, television and radio stations and news websites often editorialize on controversial topics and allow time for opposing views. Take advantage of these opportunities to present a well-prepared redress on the issue. Letters to the editor, op-ed statements or news releases that provide an accurate description of the association's views also are effective. Developing a Crisis Plan While you might not want to think about it, in any organization there exists the potential for a crisis. How you act and react when problems or disasters arise will set you apart from other leaders and demonstrate that the home building industry and your association are caring, trustworthy members of the community. Following are a few examples of crisis situations that may arise that warrant discussion and response planning from your association. A death on a job site Natural disasters including tornados, flooding, hurricanes, earthquakes, etc. Arrest of a member or staff member on criminal charges such as bribery or fraud Damage or destruction of the HBA office due to fire or other disaster Terrorist threats or increased security levels in your city, state or U.S. Some of these potential crisis situations reflect problems within the industry or community, which others are more internal how will you keep the association staff and operations running in the event of a building fire or other crisis that require emergency preparedness. At a minimum, your crisis communications plan should include: Identifying key staff members who will respond to the crisis, and their contact information Descriptions of potential crises and a guide to how your association should respond to them Contact information for other businesses that your association depends on to stay operating, in case your offices are inaccessible A list of resources you may need such as law enforcement and emergency authorities, the Red Cross, hospitals and other relief organizations A current association fact sheet NAHB Disaster Response Assistance Home building industry leaders have a unique opportunity to provide assistance, guidance and a helping hand to victims of natural disasters. NAHB can help you provide an effective response with information for HBAs, members and consumers, including talking points, public service announcements, government assistance links, and disaster preparedness and response advice. Disaster resource information is available online at HYPERLINK "http://www.NAHB.org/disasterresources"nahb.org/disasterresources. The Federal Emergency Management Agency (FEMA (HYPERLINK "http://www.fema.gov"www.fema.gov, 1-800-480-2520) has a variety of resources on its web site including current information on declared disasters, disaster planning assistance, information on the availability and access to government assistance, partner websites and more. The Department of Housing and Urban Development (HUD) (www.hud.gov) has disaster assistance programs as well in partnership with FEMA. NAHB resources include radio PSA scripts to warn home owners of fly-by-night contractors and the importance of using a licensed remodeler, such as a member of the home builder association. For disaster response public relations assistance, contact  HYPERLINK "mailto:abriseno@nahb.org" Anna Briseo, x8132. D. Public Relations Tools and Templates Now that youve taken a snapshot of where you are; defined your goals as they align with achieving the objectives of your associations strategic plan; planned your approach; and learned the mechanics of working with the media to communicate your key messages; what are the tools that make this happen? If you are unfamiliar with writing press releases or other PR communications, this section provides information and examples of tools you may use your program. Media Advisory tc \l2 " Advisory A media advisory is used to announce a news conference or other news or special event. It includes only who, what, when, where and why with a contact name and phone number for more information. Give only the vital statistics of your event and just enough information in the why to pique a journalists interest. If you deliver all of your information in the advisory, the media has no reason to attend your news conference or event. Press Release tc \l2 " ReleaseThe five most important points of a press release also are who, what, when, where and why, but it differs from a media advisory in that more description is provided and it is not in a bulleted format. If possible, all of these points should be included in the first paragraph of your news release. This first paragraph is called the lead, and its purpose is to give the reader as much information as possible in the most interesting way. The next paragraph typically is a supporting quote from your association spokesperson on the subject. The following paragraphs, or body of the release, should give supporting and explanatory details. Structure your release from the most important information to the least important, allowing the editor to pick up the basic facts in the first few lines. If there is not enough interest in those first lines, the editor is likely not to read further. This is also where a press release should be customized for the local audience. Most editors read with the question, What does this do for me? Does this affect my readers? Use short words and paragraphs in press releases. Be direct with supporting evidence and quotes. Dont use superlatives, except in quotes. Keep your press release relatively brief, so that if you printed it out it would be no more than one or two double-spaced, typewritten pages. Press Conference tc \l2 " ConferenceA press conference is a good way to inform the media about an issue or event that is important or complicated. The advantage of a press conference over a press release is the opportunity to have dialogue with the media, but examine your information carefully and be certain that a press conference is the best way to communicate your key messages. Reporters are always strapped for time and its hard to get them to attend a press conference. It needs to be a really interesting subject. Once the decision is made to have a press conference, start planning. Send a media advisory to reporters and editors approximately one week in advance of the conference. Dont promise more than you can deliver in the WHY section of your advisory, but do make it as enticing as possible. Follow up with telephone calls one or two days before the event to remind reporters and to determine how many people will attend. If a reporter is unable to attend but would like to have your press kit, send it out immediately following the press conferencenot before. Only follow up with a reporter once to encourage him/her to attend. Time your press conference so it is convenient for the reporters to file their stories and meet deadlinesbetween 9:30 a.m. and 2:00 p.m. are normal starting times. This allows time for television reporters to edit footage for the evening news. Choose a room for the conference that will accommodate your expected attendance, but avoid too large a room that could appear empty. Make sure there is good lighting, a sound system or mult-box and sufficient power and outlets to accommodate electronic media coverage. Prepare written background material on the issue and a press release on the announcement being made. A picture and biography of the person making the presentation should be available. Make sure that your spokesperson is available afterward for one-on-one interviews if requested. If you use visuals, keep them simple and direct and large enough to be seen from the back of the room. Be sure to test your equipment. Make sure a staff person signs in all attendees so that you know what media attend, can approach them for a one-on-one interview, ascertain if vocal opposing groups are attending and track any media coverage you earn as a result of your press conference. Editorial Board Meeting tc \l2 " Board MeetingAn editorial board meeting differs significantly from reporting current events and issues. The majority of events appearing in print or broadcast media are presented objectively, without bias. The editorial board of most news organizations (newspapers, magazines, radio and television) is a group of editors who decide what angle of an issue to present or whether to write an editorial in support of or opposition to an issue, proposal, decision, etc. The board generally includes the editorial page editor, the publications senior editors and other editors of specific sections that would have interest in the issue (such as business and real estate editors in the case of housing issues). Editorial boards usually welcome meetings with qualified spokespeople to discuss issues of current importance and considerable community impact. These meetings provide an influential means of developing a relationship with key editors and getting your associations position before the public in the form of an editorial. Additionally, if the editorial board decides to write on an editorial supporting or affirming your position, it is another form of third party validation of your positiona component of your public relations program. To get started, contact the editorial board initially by phone and suggest a meeting on a specific issue and why it is relevant to readers. Speak with the editorial page editor at a newspaper, the editor of a magazine or the editorial or news director of a radio or television station about your request and set a date and time for the interview. If you have established an ongoing relationship with the organization, you may be able to set the meeting up with a single telephone call. Send a follow-up letter confirming the date and time of your meeting and outlining the issues you want to discuss. It may also be helpful to have a number of spokespeople participate who lend additional credibility and expertise to the subject matter, depending on the subject. Gather and distribute background material kits for all the editors attending the meeting. Clearly state your objective and be able to back it up. Spokespeople should always represent the position of the association and never offer a personal opinion. The decision to hold an editorial board meeting is entirely up to the board, as is the final decision on whether to take an editorial stand on the issue. The editors may be happy to meet with you, but they may not publish or broadcast an editorial immediately. Even if you dont immediately get any press out of the meeting, the benefits you gain in developing media contacts and delivering your messages are extremely valuable and will help you in the future. Press Kit tc \l2 " KitA press kit is simply a packet of material that you present to the media at an event or by mail or email following the event to media who were not present. A standard press kit should contain a prepared statement or press release on the issue at hand, issue fact sheet (when applicable), biography and a photograph of your spokesperson, background information on your association and a contact name and phone number for more information. Today, press kits are often posted on an organziations website so reporters dont have to carry bulky packets and can access and use the information electronically. Public Service Announcementtc \l2 " Service Announcement Public service announcements (PSAs), are a regular part of radio and television programming. They are different from commercials because they do not directly promote a product for sale. Generally speaking, PSAs promote community or charitable services, public awareness information, school or church functions, commemorative weeks and noncommercial campaigns such as safe driving or energy conservation. These 15- or 30-second spots provide information for the public good and most stations seek them out to round out their programming. To get your PSA aired, contact the public affairs director of your local radio or television stations and ask what format they prefer. In some cases, the station will record or read your script. Other times you will need to provide a recorded tape. The last line of a PSA credit is the tag line, or the identification spot for the sponsoring organization. You generally hear it as, This message was brought to you by . . . Many stations can give you a computer printout of the airtime your PSA received, as well so that you can track the airtime and any increased call volume or other results your PSA generated. A disaster response notice, such as a consumer warning against fly-by-night contractors, is one effective print, radio and television PSA. Here are sample PSA scripts: HYPERLINK "/en/members/hba-resources/communication-tools/pr-toolkits/~/link.aspx?_id=9D6E1D3CB5F846E19A14C9BF81CA3520&_z=z" \t "_new"Radio PSA Scripts: Post-Disaster Advice on Hiring a Contractor. Letter to the Editortc \l2 " to the Editor A letter to the editor is an opportunity for you to express your opinion, in print or online, on an issue of reader interest and is usually in direct response to an article that ran in the newspaper on the subject. Send your letter to the editor of the editorial page of the publication. Be concise many media outlets post information on word limits for their letters to the editor and express your message in terms of how it affects the reader. Depending on the subject, your message will gain extra credibility if a respected third party someone with community respect and visibility outside of the building industry writes the letter to the editor. In some cases, it may be powerful to join with other associations or organizations to jointly submit the letter as a unified position on the issue. Typically, though, the letter will come from the association president or executive officer when the position put forth is the message of the local home building industry. Op-Ed Article tc \l2 " ArticleShort for opposite the editorial page, an op-ed is typically used for articles by syndicated columnists. However, most major newspapers both print and online also accept articles by non-professional writers. These by-lined articles provide an excellent opportunity for the exposure of new ideas or analysis of current or future problems facing the community. An op-ed article should concentrate on only one issue. Keep it straightforward and simple and dont use industry jargon. The first few paragraphs should accomplish two objectives: capture the readers attention and state the central idea for the article. The rest of the article should provide information and facts to support the point being made. The close should leave the reader with new insight on the issue or a call to action. Op-ed articles should be submitted to the editorial page editor of the newspaper. Contact your paper for details on the length of articles they will accept. Provide with it a summary biographical statement so the editor will have some basis for evaluating the writers credentials. Tabloid Inserttc \l2 " Insert Tabloid inserts or sections are an excellent way to promote visibility and a positive image for your association. A newspapers advertising department usually develops these inserts, selling advertising in the section to businesses related to the topic being featured. The paper will use a combination of stories that they produce and may also use stories that you submit. This is your opportunity to promote the professionalism of the association and of your members, the benefits of home building, consumer interest articles and advertisements for doing business with an association member. Suggest a tabloid section to your real estate editor to be printed in conjunction with a special event such as a Parade of Homes, Home Shows, HYPERLINK "http://www.nahb.org/newhomesmonth"New Homes Month in April or HYPERLINK "http://www.nahb.org/homeownershipmonth"National Homeownership Month in June. Online Newsrooms One excellent way to ensure that you deliver the right message to journalists, the public and your members is to create an online newsroom that is accessed from the main page of your website. An online newsroom provides a clearinghouse of news-oriented information and helps you focus your PR efforts in a single area on the site. Navigation is key simple, easy-to-navigate site will take you further with your publics. Also make sure you give journalists what they are looking for. In a Vocus survey, respondents stated their top three items they wanted from an online newsroom are: Press releases 24-hour contact information Company data It is critical that your content is up to date. Your audience will come to your site first for breaking news. If they dont find it, they wont come back. So make sure you post any press releases at the same time you distribute them electronically. Here are some things that should be found in your online newsroom: Identify and list all HBA programs, projects, products and affiliated organizations that might be of interest to the media Contact information Executive or senior leadership bios & photos Legal, legislative and regulatory position statements Local housing and other relevant data Calendar of events Press releases An electronic press release subscription service, if you have one Story ideas a roundup of the latest HBA information on several hot issues Links to other home-building industry websites Links to your social media communities Speakers Bureaus It might be a good idea to develop a speakers bureau, if you dont already have one. This group of members within your association can be tapped for speaking engagements in your area on a variety of subjects including smart growth, impact fees, pending legislation, economic benefits of housing, affordability, and to encourage new members to join depending on the issues you want to influence within your community. Your speakers bureau can make presentations throughout the year for local community, business and government meetings and events including the Chamber of Commerce, Rotary, community association meetings and other trade association events to name a few. NAHB provides talking points, research and statistics on a number of subjects that can be used to help you prepare notes for local presentations here: HYPERLINK "http://www.nahb.org/publicrelationstools"nahb.org/publicrelationstools. E. NAHB Resources NAHBs Communications team provides a comprehensive collection of services and communication vehicles created to educate, enlighten and empower NAHB members and affiliated HBAs. These resources are designed to help you communicate more effectively and enhance your relationships with members, consumers and key stakeholders. All the staff contacts listed for these resources can be reached at the extensions listed through the NAHB toll-free member services line at 1-800-368-5242, or their email addresses. Access a complete list of these services at  HYPERLINK "/en/members/hba-resources/communication-tools.aspx" nahb.org/CommTools. Services NAHB Envoy Program You and your elected leaders can help educate prospects and members about the benefits of NAHB membership with resources designed to be shared at meetings, networking events and in peer-to-peer communications. Sign up to be part of the NAHB Envoy program and access recent messages at  HYPERLINK "http://www.nahb.org/generic.aspx?genericContentID=218985" nahb.org/envoys. Contact Blake Smith, x8583 or  HYPERLINK "mailto:bsmith@nahb.org" bsmith@nahb.org. NAHB Media NAHB has a full in-house production studio where staff produces shows for cable television networks, and products for NAHB, members, associations and outside clients. Work includes issue videos, political spots, radio and television advertising, PSAs and video news releases among other professional services capabilities. Contact Jeff Bankert, x8077 or  HYPERLINK "mailto:jbankert@nahb.org" jbankert@nahb.org. Media Lists NAHB can help you reach the right reporters in your market and make your media outreach efforts more powerful by leveraging our sophisticated media tools to prepare customized contact lists for you. Give staff at least five business days notice to create your custom list and be sure to specify the data you need for your pitching strategy. Contact  HYPERLINK "mailto:ethompson@nahb.org" Liz Thompson, x8495. Disaster Response/Assistance Home building industry leaders have a unique opportunity to provide assistance, guidance and a helping hand to victims of natural disasters. NAHB can help you provide an effective response with information for HBAs, members and consumers, including public service announcements, government assistance links, and disaster preparedness and response advice. Access a HYPERLINK "http://www.nahb.org/en/members/hba-resources/communication-tools/pr-toolkits/natural-disasters-toolkit.aspx"Natural Disaster Resources Toolkit. Contact  HYPERLINK "mailto:abriseno@nahb.org" Anna Briseo, x8132, for disaster response public relations assistance. Spokesperson Training As part of the wide range of NAHB educational opportunities, NAHB Education offers media interview and presentation skills training at the IBS and Spring Board of Directors meetings each year. These classes will help you improve your confidence when talking to the press or giving a speech. NAHBs HYPERLINK "http://www.nahb.org/generic.aspx?genericContentID=59347"Communicating Effectively with the Media video provides a quick refresher on how to conduct successful media interviews and educate the public about the real issues facing housing today. Seminar schedules and fee information available online at HYPERLINK "http://www.nahb.org/spokespersontraining"nahb.org/spokespersontraining. ValueofNAHB.org The  HYPERLINK "http://www.ValueofNAHB.com" ValueofNAHB.org website help prospects and members understand how the federation knocks down regulatory barriers and red tape, unlocks the lobbying strength of our industry, and provides needed research and analysis, education and training and savings on products and services for our members every day. Contact  HYPERLINK "mailto:bsmith@nahb.org" Blake Smith, x8583. Talking Points and Op-Eds Communications produces leadership talking points on key issues throughout the year and as special needs or circumstances arise. If you are getting calls or local media coverage on a particular issue, contact NAHB to see what resources we have produced that may help you define your position and speaking points in the media. If you want to respond to an article or would like assistance writing a letter to the editor or op-ed, be sure to check first if NAHB has background material or past editorial pieces that might help you get started. Monthly talking points can be found at  HYPERLINK "http://www.nahb.org/en/members/hba-resources/communication-tools/talking-points-and-reference-materials/current-edition-of-nahb-monthly-talking-points.aspx" nahb.org/monthlytalkingpoints. Contact  HYPERLINK "mailto:mstrauss@nahb.org" Michael Strauss, x8252. Promotional Toolkits NAHB produces special toolkits to help members and HBAs take advantage of media opportunities and bring recognition to annual events, special issues and the benefits of homeownership. National Designation Month (March):  HYPERLINK "http://www.nahb.org/generic.aspx?genericContentID=174316" nahb.org/promoteyourdesignation New Homes Month (April): HYPERLINK "http://www.nahb.org/newhomesmonth" \o "http://www.nahb.org/newhomesmonth"nahb.org/newhomesmonth National Remodeling Month (May): HYPERLINK "http://www.nahb.org/remodelingmonth" \o "http://www.nahb.org/remodelingmonth"nahb.org/remodelingmonth National Homeownership Month (June): HYPERLINK "http://www.nahb.org/homeownershipmonth" \o "http://www.nahb.org/homeownershipmonth"nahb.org/homeownershipmonth Toolkits contain articles, press releases, customizable print ads, op-eds, consumer handouts and more. The materials can be edited and used throughout the year. Contact  HYPERLINK "mailto:abriseno@nahb.org" Anna Briseo, x8132. Advertisements Ready-to-use radio scripts and full-color print advertisements that promote the benefits of homeownership and can be customized by the HBA with your name, logo and contact information are available for download online at: HYPERLINK "http://www.nahb.org/freeconsumerads"nahb.org/freeconsumerads. Contact  HYPERLINK "mailto:abriseno@nahb.org" Anna Briseo, x8132. Customizable Consumer Articles Each month, NAHB Communications produces two consumer-oriented articles for HBAs that can be used as-is, or edited to add a local angle. Articles can be placed on your websites, in newsletters or in local newspapers. Getting these articles published in your local media under your presidents, board members or executive officers byline can bring positive attention to your association as a community leader and a trusted source of home-related information. Access the consumer articles at  HYPERLINK "http://www.nahb.org/en/members/hba-resources/communication-tools/consumer-articles.aspx" nahb.org/consumerarticles. Contact  HYPERLINK "mailto:abriseno@nahb.org" Anna Briseo, x8132. NAHBTV on YouTube NAHB has its own channel on YouTube, NAHBTV, where you can see the latest NAHB-produced videos on topics including green building, the NAHB International Builders Show, community service projects and other areas of interest to home builders, home buyers, home owners and more. Members and HBAs can embed these videos on their websites. Watch NAHBTV at  HYPERLINK "http://www.Youtube.com/nahbtv" Youtube.com/nahbtv. Contact  HYPERLINK "mailto:plunsford@nahb.org" Patrick Lunsford, x8061. Communication Tools on nahb.org The  HYPERLINK "http://www.nahb.org/en/members/hba-resources/communication-tools.aspx" Communication Tools section of  HYPERLINK "http://www.nahb.org/en/members/hba-resources.aspx" HBA Resources is organized by category to make it easier for you to find and download the tools you want to use! It contains all of the resources described in this document and much more. Go here for toolkits, educational and reference information, ready-to-use materials, and other useful, customizable materials to help you launch effective local PR campaigns. Contact  HYPERLINK "mailto:abriseno@nahb.org" Anna Briseo, x8132. Social Media Facebook, LinkedIn, Pinterest, Twitter and other social media sites connect NAHB members through online communities. These sites also help NAHB to interact with consumers and others on issues like the mortgage interest deduction. NAHB uses these platforms to communicate with a broader audience, encourage effective discussion, and respond to questions and comments in real time. Access our  HYPERLINK "http://www.nahb.org/en/members/hba-resources/communication-tools/hba-communications-and-pr-content/social-media-101.aspx" Social Media 101 Tips. Contact  HYPERLINK "mailto:plunsford@nahb.org" Patrick Lunsford, x8061. Communications NAHBNow  HYPERLINK "http://www.NAHBNow.com" NAHBNow is our interactive blog geared exclusively to NAHB members that delivers news, product information and educational resources to help member businesses thrive. Members and HBA staff can post comments, suggest stories, see links to other popular new sources and much more. Timely, social and innovative, NAHBNow focuses on member value and how NAHB works for the federation. Contact Anne Baker, x8447 or HYPERLINK "mailto:abaker@nahb.org"abaker@nahb.org. E-newsletters NAHB produces 20 e-newsletters that focus on specific areas of interest to home builders, associates, the public and the press. For example, HYPERLINK "http://www.nahb.org/publication_details.aspx?publicationID=308" \t "_self"Eye on the Economy, which covers economic news of interest, is available to anyone who wishes to subscribe.  HYPERLINK "http://www.nahb.org/publication_details.aspx?publicationID=774" Monday Morning Briefing is the NAHB Chairmans weekly report to all members on legislative, regulatory, economic and public affairs matters involving the NAHB leadership and staff and is compiled of  HYPERLINK "http://www.NAHBNow.com" NAHBNow posts from the previous week. Newsletters for specific interest groups include HYPERLINK "http://www.nahb.org/publication_details.aspx?publicationID=779" \t "_self"ReNewsfor Remodelers Council, among others. To HYPERLINK "http://www.magnetmail.net/actions/nahb_newsletter_subscription.cfm?user_id=eyeonecon"subscribe or see a HYPERLINK "http://www.nahb.org/generic.aspx?sectionID=757"list of all e-newsletters, go to: HYPERLINK "http://www.nahb.org/enewsletters"www.nahb.org/enewsletters. Contact Anne Baker, x8447 or HYPERLINK "mailto:abaker@nahb.org"abaker@nahb.org. Public Relations Exchange The Public Relations Exchange, or PRx, is a network of HBA staff and executive officers who manage the public affairs, public relations and communications functions. This e-mail-based tool is sent out on an as-needed basis, and provides PR tools and resources, and potential media opportunities. To find out more, go to HYPERLINK "http://www.nahb.org/prx"nahb.org/prx. To sign up to receive PRx alerts, go to HYPERLINK "http://www.nahb.org/prxsubscription"nahb.org/prxsubscription. Contact  HYPERLINK "mailto:abriseno@nahb.org" Anna Briseo, x8132. V. Measure Results A. How Well Did You Achieve Your Goals? An analysis of the action taken by your various audiences will help you evaluate and adjust your public relations plan. The evaluation begins with a situation analysis, continues with periodic checkpoints as you implement your plan and concludes with a final analysis of your overall efforts. If one of your strategies was to publish a brochure aimed at persuading consumers to choose an association member to build a house, for example, you can evaluate how effective this effort was by working with your members to identify how consumers learned about the builder, why they choose the builder and whether their business among members increased and can you attribute that increase to consumer education. Evaluating your public relations program can be as simple as collecting and cataloging your news clips and transcripts and analyzing their content, tone and placement of industry media stories. It also can be as elaborate as conducting a public opinion survey to see if your key audiences have changed their attitudes or behaviors. Your methods depend on what you want to find out from the evaluation and what results you specified in the objectives. Whatever you choose, your analysis will provide insight into whether your message got through the clutterwhether key publics were reached, goals were met and plan adjustments need to be made. There is another good reason to do a thorough evaluation. If you can produce solid, accurate and useful reports about your work, youll have evidence that the dollars allocated to public relations programs are valuable and affect how the association is meeting its overall strategic goals. Evaluation is a tool to help your superiors know that you are a communications professional and can provide strategic information, insights and actions that help the association achieve its goals. B. How to Measure the Impact of Your PR Programs Gaining more media coveragethat is, more positive media coverageis often the goal of your PR program, especially if you are attempting to influence legislation or regulation on a particular issue. Catalog your coverage in a spreadsheet by media outlet, circulation, page, subject, reporter, column inches, whether accompanied by art, whether or not the HBA or member was quoted, and rate the piece in relationship to your positionpositive, neutral, negative, totally outrageous, etc. Then, make note of your response. Did you call the reporter, send a letter to the editor or op-ed on the issue, or request an editorial board meeting on the issue? Did the media outlet run it? Did the reporter call you the next time he or she was working on an article on the same or similar subject? All of this information will allow you to report on your media activities both in quantity and tone, will allow you to identify if your message is getting through and provide a quantifiable report to your board and others. You can set up alerts through Google to notify you when your company and/or leadership are mentioned online. You could also use a clipping service to scan selected publications for mentions of your company, its products or services. A list of several well-known clipping and media tracking services is included in the Assess Where You Are section of this toolkit. You should also evaluate the effectiveness of your social media outreach if that is used in a campaign. You can use the analytical tools of social networks to measure an increase in your social activities, followers, likes, mentions, etc. Its also easy to evaluate whether or not the legislation or regulations you are fighting ultimately pass or fail. This does not automatically mean that your program passed or failed. In some cases, you need to look at your goals. For example, in a particular county, it may be a foregone conclusion that a moratorium on building will pass based on your knowledge of the elected leadership and their stated positions on the issue. You associations goal may then be to simply make sure that the builders position is covered in the media, so that the public starts learning the consequences of such drastic measures. In an area where the newspaper or local television station is reluctant to provide a balanced story, a victory for your PR effort can and should be counted if your position was getting covered, whether or not it actually resulted in the legislative victory your HBA wanted. In this case, the goal was to begin educating the public so that they know, for instance, that home buyersnot buildersultimately pay any impact fees. If youve held an event, closely tracking attendance and where they learned about your event, will help you determine if your PR efforts paid off. Did your home show have more traffic and earn more this year over the last? These numbers are among the easiest to analyze when determining the results of your PR tactics. C. Adjust Your Plan and Refocus Your Efforts If the media event you planned didnt end up getting covered, or the large charitable gift your HBA made to the hospital didnt earn one mention, it may be time to take stock of your overall PR program and evaluate the specific tactics that you used to rate what was most effectiveand then compare that against your budget. New issues facing housing surface constantly, likely causing you to shift focus on at least a few of your priorities during the year. But, the general image-building activities that show value should not be diminished given that getting charitable activities, community service programs and other notable public service activities into print requires constant effort. Zeroing in one or two issues, or responding to unexpectedly damaging press, requires more short-term planning, and in some cases, immediate reaction, no matter the structure of your program components. Your short- and long-term goals should work hand-in-hand to influence public opinion, enhance your credibility and standing as a leader in the community and educate consumers. D. Additional PR Resources PR Industry Websites These organizations represent public relations professionals and can provide resources, along with training, continuing education and networking opportunities both in virtual online communities and in-person with local chapters. Council of Public Relations Firms (HYPERLINK "http://www.prfirms.org"www.prfirms.org) Represents the business of public relations. A resource for identifying a PR firm in your local area. Public Relations Society of America (HYPERLINK "http://www.prsa.org"www.prsa.org) The PRSA is the world's largest organization for public relations professionals and a resource for local, regional and national PR firms. PR Books  HYPERLINK "https://www.amazon.com/Associated-Press-Stylebook-2019-Briefing/dp/1541699890/ref=dp_ob_title_bk" The Associated Press Style Book Norm Goldstein, Editor The Bible of the newspaper industry. An essential reference for journalists, students, editors and writers to make sure you dont make commonand not-so-commonwriting mistakes.  HYPERLINK "http://www.amazon.com/Pitch-Perfect-Right-First-Every-ebook/dp/B00DB3A4VS/ref=zg_bs_2711_13" Pitch Perfect, How to Say it Right the First Time, Every Time By Bill McGowan Learn how to create and communicate your message effectively to the media, consumers and other stakeholders.  HYPERLINK "http://www.amazon.com/Word-Mouth-Marketing-Companies-Talking/dp/1608323668/ref=zg_bs_2711_17" Word of Mouth Marketing: How Smart Companies Get People Talking By  HYPERLINK "http://www.amazon.com/Andy-Sernovitz/e/B001JS18AI/ref=dp_byline_cont_book_1" Andy Sernovitz Learn the power of word of mouth marketing and the five steps to get people talking about your business.       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