Communicating Growth

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Communicating Growth Development

• ActionMedia
• March 7, 2005
• Albuquerque, NM

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Strategy

• What do you want to happen?

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Strategy

• What do you want to happen?
• Who can make it happen?

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Strategy

• What do you want to happen?
• Who can make it happen?
• What story do they need to hear?

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Strategy

• What do you want to happen?
• Who can make it happen?
• What story do they need to hear?
• Who do they need to hear it from?

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Strategy

• What do you want to happen?
• Who can make it happen?
• What story do they need to hear?
• Who do they need to hear it from?
• How do you get the story to them?

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Strategy The art of getting someone to do
something
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Strategy

• What do you want to happen?
• Who can make it happen?
• What story do they need to hear?
• Who do they need to hear it from?
• How do you get the story to them?

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Sprawl is the problem Smart Growth is the
solution

• Urban sprawl is gobbling up our land, emptying
  city cores, creating congestion, pollution,
  blight, economic shifts, contributing to obesity,
  asthma and loss of community
• Smart Growth will create stronger neighborhoods,
  reduce pollution and congestion, improve
  community health

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The Opposition?
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The Smart Growth Crowd

• Referred to in pejorative terms as urban
  sprawl, suburbanization has been blamed for a
  number of negative impacts.
• Proposals to alter land-use laws in response
  to the perceived crisis are likely to have
  serious, negative side effects, such as reducing
  the rate of home ownership and increasing burdens
  on the young, middle-class families.
• Suburbanites cherish the very lifestyle that
  that the opponents of suburbanization abhor.
• -Commonwealth Foundation

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Facts are meaningless
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Meaning is in the story

• Facts are important
• The story gives meaning to the facts

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Framing the story

• A frame is a communications tool
• Visual metaphor camera viewfinder
• Structure for communications

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Why Framing

• People hear a message in terms of what they
  already know and believe.
• A frame directs a listeners thinking-
  establishes associations and context for a
  message

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Target

• Ultimate target of the frame
• is the decision makers

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Death penalty is immoral

• It is wrong for the state to take a human life.

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Courts make mistakes

• Innocent people are on death row.

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Frames and leadership

• Provides language that resonates with
  constituents
• Rooted in assumptions opponents wont publicly
  refute

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Building a Frame
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Values

• Community Benefits
• Fairness
• Democracy

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Secondary values for specific development
proposals

• Choice
• Convenience
• Security Safety
• Conservation
• Community

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Context

• Local progress, growth development

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Issue

• What, where and how to build next

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Growth Development Frame

• Values Fairness, democracy,and community
  benefits. Secondary choice, security,
  convenience, conservation, and community. 
• Context for values Local progress, growth and
  development
• The Issue What, where and how should we build
  next?

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• ActionMedia
• 612-331-6466
• dbrooks_at_scc.net
• goldberg_at_scc.net

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• ... transportation and planning/zoning decisions
  made a decade ago or more constrain our choices
  today. 
• Decisions that we will make in 2005, especially
  for roads and transit, will shape how Prince
  William neighborhoods will develop through 2015. 

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Using the FrameValley Visions Blueprint Project

• The Sacramento Region is a wonderful place to
  live. It has comfortable and inviting
  neighborhoods. A robust economy. Exciting
  nightlife. A variety of beautiful scenery and
  wild places.
• These qualities also mean the region will
  grow. In the next 25 years, we will add more
  than a million people and 600,000 new jobs.

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• With growth comes challenges. How should we
  grow? Where should we grow? How should we
  travel around the region? How will growth affect
  our environment?
• Through its public outreach and education
  component, a wealth of technical data for local
  decision makers, and funding for smart growth
  development, the Blueprint project provides a
  tangible opportunity to help make Sacramento as
  attractive tomorrow as it is today.

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• Our mission is to improve every community in the
  Washington region by ensuring transportation and
  growth decisions are made with genuine community
  participation, and with a commitment to creating
  positive benefits to the community as a whole.

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• We need to carefully plan what, where and how to
  build nextfor existing communities and the
  growth that is coming to our region. Such a plan
  would include a balanced transportation system
  that provides more choices...
• ...We can build better communities with every
  decision we make. Local officials are making
  decisions every day about how our communities
  will look and function...

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• ActionMedia
• 612-331-6466
• dbrooks_at_scc.net
• goldberg_at_scc.net

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• ActionMedia
• 612-331-6466
• dbrooks_at_scc.net
• goldberg_at_scc.net

34

• ActionMedia
• 612-331-6466
• dbrooks_at_scc.net
• goldberg_at_scc.net