Remodelors™ Council Toolkit - NAHB



THE ART OF COUNCIL PUBLIC/MEDIA RELATIONSMany remodelers join a Remodelers council at their local home builders association to gain exposure and publicity in their communities. The Remodelers council is an excellent vehicle for educating consumers, promoting council events such as seminars, home shows or consumer programs to the general public and raising awareness of the remodeling industry and your council members. By promoting your council to the public, you will achieve other council goals such as membership, awareness and attendance.DEVELOP AN OVERALL STRATEGYBefore developing a plan for your council’s promotional activity, it is important to decide on an overall strategy. This strategy should be the result of careful consideration of the council’s objectives in light of marketing conditions. The strategy will guide the choice of activities in your council’s program. Issues to consider include the following:Economic, social and political climateNational promotional campaignsLocal perceptions of the remodeling businessNewsworthy information that your council generatesAny other factors that affect how the press and public view the remodeling industry in your areaTAKE A LOOK AT YOUR COUNCIL’S CURRENT RELATIONSHIP WITH THE MEDIA AND THE PUBLICDo you know who covers housing issues at your local newspaper?Do you know who covers housing issues at your local television and radio stations?Has your council telephoned someone in the media with a news item in the last month?Does your council keep a file of industry data on local issues?Do your association executive officer and council members make a practice of skimming newspapers and listening to at least one radio or news broadcast each day?After analyzing these factors, decide what types of programs, events and member activities organized by your council will enhance your members’ profile and generate greater awareness of the remodeling industry. A good exercise to begin your brainstorming is to list three events or activities you would like promoted in the media. For each activity, prepare answers to the 5 “W’s” – Who, What, When, Where, Why. The “Why” is particularly important. Once you have developed these ideas fully, incorporate them into the plan’s overall promotional strategy.CREATE A LIST OF TALKING POINTSOnce a strategy has been developed to guide the council’s promotional activity, it is helpful to create a list of core ideas, messages and issues for the council tocommunicate. These “talking points” will help members of the council who serve as spokespersons to respond with consistency and confidence to inquiries from the public and the media in a manner that supports the overall strategy. Talking points can be facts and figures, or council positions on important issues.DEVELOP A MEDIA/PUBLIC RELATIONS PLANKeep media contacts informed as to your council’s activities and projects by sending press releases, advisories and statements on a regular basis. Not all contact will result in a story being published but will keep the council fresh in editors’ and reporters’ minds and make them more likely to contact the council in the future for quotes, data and information. Remember that programs such as CGR and CAPS are “evergreen” issues and always worth promoting.Contact with the public through direct advertising and promotional vehicles are equally important and should be part of your planning as well. Be prepared to make “course corrections” in your strategy, adding or deleting activities should market conditions change.It’s also important to coordinate your strategy with activities planned by the NAHB Remodelers to maximize the benefit that your council derives from press and public relations activity. Contact NAHB Remodelers for advice and information on NAHB programs at 800-358-5242 ext. 8216.IDENTIFY YOUR AUDIENCESThink of all the people that you and your members work with, talk to and influence on a daily basis in your community, when these people join 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.Examples of typical publics for associations include:Community opinion leaders such as elected officials, high-profile activists and other well-regarded community membersCommunity groupsAllied industry organizations such as realtors, mortgage bankers, lenders, chambers of commerceCurrent and potential homeownersCurrent and potential membersAssociation employees“Antis” (Audiences vocally against building, developing, etc.)Local government officials, both elected and appointedLocal, state or national environmental groupsMedia, including print, online and broadcastStudents and local educatorsWhen 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?DEVELOP KEY MESSAGESEach of your publics may require a specific 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, or cannot be, misconstrued. When crafting your key messages, keep the interests of the public in mind. It’s important to be clear, concise, positive, believable, probable and local—and don’t deny problems.Position yourself to be part of the solution: part of the community providing a tax and employment base; caring about the environment; and working for sensible growth issues. Then, back up those messages with proof. Statistics, experience, quotes and analogies will all serve as support and proof for your key messages.Association Key Message Topics Covered by the MediaRemodelers Council members are the good guysRemodelers Council members care about the communityRemodelers Council members are our neighbors and live here tooYou can trust Remodelers Council membersToday’s home construction techniques and options are better than everRemodelers Council members today offer consumers experience, quality and credibilityMedia RelationsTypes of Media. There are two main types of media:Electronic—television and radioPrint—newspapers (daily, weekly, monthly), magazines, newsletters and web sitesPrint media reaches targeted audiences in a city or region or with a particular interest. The very fact that people read the real estate section usually means that they are potential home buyers or homeowners looking to remodel. They read news, whether it is in the real estate or business section, because they want to read it. Print media also has shelf life—your information is available to a reader as long as the publication is kept, and likely stored in an electronic databases and/or web site for future reference.Web sites have become a popular and powerful source of news to the general public and to the media. While web sites also reach a large audience, there are some distinct differences from other print media. Most online information is not edited by the typical media gatekeepers, and you are open to direct response to your message from an audience that may not be your target. Some information goes directly into massive databases, which allows a message to be recalled through search engines.Pitching Dos & Don’tsHere are a number of dos and don’ts for working with the media:Don’t bombard the media with information not targeted to their audience.Space out your media mailings. If you send out several stories at the same time, you’re forcing the media to choose which one to run. You may think they are all important, but the media won’t, and they can’t run too many stories for your association on any given issue. Instead, send one release as necessary every three or four weeks.Know your publications. Some media never run personnel stories, like the announcement of a new president. So don’t waste their time (or yours) sending those types of stories.Be concise. The best-written releases get the most pickup. There’s no two ways about it. Find a person with strong writing skills to tackle press materials and your association will reap the benefits.Include all the key information in the first paragraph. The introductory sentences should give enough pertinent information to fully inform the editor of what the release is about. Media members appreciate short, concise releases that are generally no longer than two pages.What’s 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 interest me?Does it address or introduce an issue important to the community as a whole?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 invite members of the press to attend an HBA meeting, write a press release or call a press conference. Unless you identify solid answers to these questions—especially the why—develop an angle or forgo pitching the story.Capitalize on Ready-made Media OpportunitiesNational Home Remodeling Month in May is just one event that gives you the opportunity for a full-court press on the benefits of remodeling and the housing industry inyour community. Month- or week-long national recognitions are a great time to pitch a specific story to local media, who are always looking for a hook. Team up with partners in your community to build even more momentum around covering your industry or issue for one of these celebrations. Check out Chase’s Calendar of Events: The Day-by-Day Directory to Special Days, Weeks and Months for more national celebrations.Not all of these designated week- or month-long public awareness celebrations will fit in with your association’s PR goals, but they are worth looking at to help you plan and develop angles for your public and media relations stories. Read and watch your local media carefully with an eye toward what your industry and association can contribute to a solution in the community, and how you can get credit for it.Talking 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 reporter’s accuracy 100 percent of the time, especially when quoting statistics.Here are some other hints when talking to the media:Use notes in any interview situation, even television. But make sure they are notes and not a script. Never attempt to memorize answers.Do not give your personal opinion when being interviewed as an association spokesperson. Speak only on behalf of the association.Tell the interviewer immediately if you disagree with anything the interviewer says. Otherwise it will be assumed that you agree.Never say “no comment.” To most people, that is the same as saying “guilty as charged.”Don’t try to answer a question when you don’t know the answer. Respond, “I don’t know,” then offer to get the information.Do not answer questions of a personal or confidential nature.Be careful with statistics. Don’t 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 you’ve gathered on the subject.Be sure that your designated association spokespeople have a unified message. If conflicting information is given, it will discredit the association as a source.How to Work Successful Media RelationsKeep media contacts informed as to your council’s activities and projects by sending press releases, advisories and statements on a regular basis. Not all contact will result in a story being published but will keep the council fresh in editors’ and reporters’ minds and make them more likely to contact the council in the future for quotes, data and information. Remember that programs such as CGR and CAPS are “evergreen” issues and always worth promoting.Contact with the public through direct advertising and promotional vehicles are equally important and should be part of your planning as well. Be prepared to make “course corrections” in your strategy, adding or deleting activities should market conditions change.It’s also important to coordinate your strategy with activities planned by the National Remodelers Council to maximize the benefit your council derives from press and public relations activity. Contact NAHB Remodelers for advice and information on NAHB programs at (800) 358-5242 x8216.The following are examples of options to get the most out of your media relations campaign:Press KitThe press kit is comprised of a core set of materials, which provide background, facts, figures and marketing information on your council, as well as releases on topical issues. Place the information in a folder. Depending on your budget, folders may be printed with the council’s logo and other graphics. Always be sure that contact information is up to date, in case a member of the media needs information on a tight deadline.Press ReleaseA press release is the most frequently used means of distributing news to media sources. It answers five basic questions: Who, What, Where, When and Why. These questions should be answered in the first paragraph of your press release so that aneditor or reporter can easily identify the pertinent details of your news/event and convey those to the public. Try to keep release length to two pages or less. The last paragraph of your release should describe your council’s work.Press Release Essentials: (see sample in samples section)Use council letterheadDouble-spaced (or 1.5 spaces) to allow for easy editing of textContact name and number on the top right of the pageThe words “For Immediate Release” centered at the top of the pageA headline in bold text, which succinctly conveys the essential storyYour city name and the dateFive Ws summarized in the first paragraphSubsequent paragraphs which provide additional details, moving from most important to leastFinal paragraph of standard text describing the council’s purpose and activitiesThree centered number symbols (# # #) to signal the end of the releasePublic Service AnnouncementPublic Service Announcements are a regular part of radio and television programming. They are different from commercials because they do not directly promote sales, but instead inform the public about community or charitable services, school or church functions, commemorative days/weeks/months, such as National Home Remodeling Month, and non-commercial campaigns, such as safe driving or energy conservation.These 15 or 30 second spots help stations fulfill their requirements of information in the public interest, and most stations seek them out to round out their programming. PSAs are an excellent venue for councils to promote consumer education programs and community service activities. Contact your local radio or local cable television station for more details on programming and taping.Letter to the EditorA letter to the editor expresses the council’s or an individual’s position or opinion on a topic of interest. It is important that a letter be concise and well composed. Credibility is enhanced if the letter is written by someone with respect and visibility in the community, and even better if the person is outside of the building industry.Op-Ed ArticleAn op-ed article should concentrate on one issue, should be straightforward and simple and should not 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 closing should leave the reader with new insight to the issue or a call to action.Op-ed articles should be submitted to the editorial editor of the paper and should be in double-spaced type. Contact your local paper(s) for details on the length of articles accepted. Include a summary biographical statement to provide the editor a basis for evaluating the writer’s credentials.Speakers BureauAn active speaker’s bureau is one of the most effective public relations tools of a local association. It provides a powerful means of presenting your message to the community. To set up a speaker’s bureau, start with a nucleus of members who are articulate and effective public speakers. Involve as many association members as possible in the bureau. Inform the civic, service, social, professional, church, business, library and educational groups in your community that you have a list of speakers who are willing and able to speak about the industry. Your Chamber of Commerce will list organizations and clubs in your area.Public RelationsProjects that involve the public directly should be conceived with accompanying press relations (press releases, press conferences, photo opportunities) in munity Service ProjectsGet your council involved with a public service organization or project on a continuing basis. The annual renewal of the event or campaign keeps you in the public eye.Below are projects to consider:Remodel a youth center, daycare center, senior center, etc.Restore a historic home or buildingOffer assistance to help rebuild after a disasterHelp a family who has lost their homeSponsor a Little League team or scout troopWork with schools on a home safety programRebuilding Together (Christmas In April) projectsParade of Homes/Home ShowsParades of Homes and Home Shows offer ideal opportunities for media coverage and promotion of the council, as these events show consumers and reporters the work of remodelers firsthand. Any area with between four and eight remodeled homes is a good candidate for a parade of remodeled homes. The more the projects differ from each other, the better. Remember that kitchens and bathrooms are the most popular remodeling projects; it is a good idea to represent as many kinds of projects as possible to demonstrate the diversity of services offered by remodelers.AwardsRecognition of outstanding remodeling work is ideal for generating publicity and increasing consumer awareness of the remodeling industry.Consumer EducationOn both the consumer- and member-oriented NAHB Remodelers web pages (Other/Consumer-Resources; Remodelers), the council offers member marketing resources and articles (both member-oriented and consumer-oriented) that local councils can use in their newsletters or market to the media. Also, NAHB’s Public Affairs Department offers HBAs tools including a Member Resource Guide, column service articles, local press release template, ads, fact sheet and brochures. These resources are online at .Remodeling ClinicsHost a remodeling workshop or seminar every couple of months to provide the community with a remodeling survival guide that takes them through the steps of remodeling a home from A to Z. Consider working with other industry partners including a realtor, mortgage banker and personal finance expert to provide the homeowners with information and options related to remodeling a home. These seminars help build consumer confidence through education and take some of the mystery out of remodeling. Keep costs down by using a public facility such as a school or library or a members’ facility and publicize it through print and radio Public Service Announcements and editorial newspaper coverage.Association Web siteDeveloping, and more importantly, keeping your web site up-to-date and fresh will provide your association with brand recognition in the community. This is especially true of an online newsroom. Use the site as a recruitment tool for members, to provide consumers with valuable information about the remodeling and home building process; promote member businesses, events, awards and community charitable work; post press releases, fact sheets, newsletters and other media resources; and post policy statements. You can also develop a members-only area to post information pertinent to your members, leaders and committee members, using the web to cut down on mailing costs.You can then email specific groups a link to the material they need to review or act on. You can also position the content as yet another member benefit by making research data, stats and other analysis and resources exclusive to members. A web site is one important face of your association to the public. Invest in making the web site professional, navigable and up to date.Getting a web site off the ground doesn’t have to be extremely costly. Reasonably priced software can help internal staff or freelance web designers construct the site economically and shop around locally for an Internet Service Provider to host your web presence.Publicity StrategiesMail conference/meeting announcements to media contact at least one week prior to the event and invite them to attend.Include the name of organization, the release date and a contact person on all media correspondence.Find out what media deadlines are and respect them rigorously. This courtesy will work to your advantage by making it easier for the media to use your information.Provide all media with an equal opportunity to cover your event.NAHB Public Relations Resources:NAHB Public Affairs ToolkitNAHB has compiled a toolkit for builder associations large and small. Whether you are a seasoned PR pro or new to the discipline, you’ll benefit from up to date “tools” for working effectively with the media: from traditional communication vehicles to e- releases, and Web site newsrooms. You can tap the collective expertise of your peers and the award-winning and effective resources of NAHB to craft proactive image- building programs. The toolkit literally provides the “course outline” for you to follow to get it done!For a complete Public Relations Toolkit, visit Advocacy/Public-Toolkits/Public-Relations-Toolkit.PRxShort for the Public Relations Exchange, the PRx is a network of association staff and executive officers who manage the public affairs, public relations and communications functions for HBAs. This email-based tool provides up-to-the-minute breaking news, PR tools and resources, and alerts on potential media opportunities. To sign up, email Anne Baker at abaker@ with your name, association, title, email, and telephone to join.Press ReleasesNAHB Remodelers sends out press releases as newsworthy events occur. Releases are available on . Press releases for some topics are available for local councils to use for their own public relations campaigns.Column Service ArticlesNAHB Remodelers periodically creates consumer related articles on relevant remodeling topics that are available Other/Consumer-Resources. Use the articles or edit them to add a local angle. Getting articles published in your local media under your president/chair’s, board members or executive officer’s byline brings positive attention to your Council as a community leader and a trusted source of information about remodeling. ................
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