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Portland-Vancouver Metro Area Smokefree Housing Project

Portland-Vancouver Metro Area Smokefree Housing Project.

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Portland-Vancouver Metro Area Smokefree Housing Project

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  1. Portland-Vancouver Metro Area Smokefree Housing Project Thank you to our funders: American Legacy Foundation Kaiser Permanente Community Fund at Northwest Health Foundation Oregon Tobacco Prevention and Education Program Washington Tobacco Prevention and Control Program Steps to a Healthier Clark County/ Community Choices 2010

  2. Media Strategy Earned media & media advocacy Target Audiences: • Property owners & managers • And those who influence them: - Professional associations - Government bureaus (housing & community development, fire dept’s) - Nonprofit agencies serving renters • Renters • Policy Makers • General Public

  3. Reaching Primary & Secondary Audiences • Local & National landlord magazines and newspapers • Landlord Trade Association newsletters & websites • Non-profit & Government newsletters & websites (i.e., Fair Housing, Fire) • Local business journals & TV

  4. Reaching Renters, General Public & Policy Makers • Traditional Outlets (newspapers & TV) • Local & state: The Oregonian (front page) • National: USA Today; MSNBC • Nontraditional Outlets • Multnomah County Commissioner Blog • Blogging: www.apartmentmarketingblog.com • Article on Apartments.com website

  5. Getting Coverage: Process • Press release via media contractor • Collected smokefree landlord quotes • Developed press packets: • press release • national articles • samples of project materials • smokefree landlords as media contacts • Personal visits to media outlets

  6. Highlights of Coverage Achieved • 13 front-page articles in landlord newspaper, The Apartment Manager(20,000) • 3 landlord trade association articles (7,700+) • 3 articles in Fair Housing Council’s newsletter & e-newsletter (14,400) • Portland & Vancouver business journals (12,000+) • TV news segment “Your Money, Your Business” • The Oregonian front page • Article in USA Today(5 million) • MSNBC interview with Jim Wiard

  7. Lessons Learned • Have key talking points ready to go • Ask smokefree landlords to serve as media contacts—get quotes ahead of time • Work closely with property managers’ PR firm • Keep track of circulation numbers of media outlets for reports • Sometimes you get lucky with timing! (Portland Business Journal story)

  8. Colleen Hermann-FranzenAmerican Lung Association of Oregoncolleen@lungoregon.orgDiane Laughter, MPHAmerican Lung Association of Oregondiane@lungoregon.org Kylie Meiner, MPHMultnomah County Health Departmentkylie.a.meiner@co.multnomah.or.usTheresa Cross, MS, RD, CDClark County Public Healththeresa.cross@clark.wa.gov www.smokefreehousingNW.com

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