Is your town in the media ‘crosshairs’? Two more tips on taking your story back (Part 2)

By Pam Bailey, NeighborWorks America blogger

The alarm Ludy Biddle from NeighborWorks Western Vermont felt when she awoke one morning to see her town labeled the epicenter of a “heroin epidemic” in The New York Times was not unusual. Many other community developers have faced the challenge of re-branding a neighborhood even while the media highlight the community’s flaws. In Part 1 of this two-part post, Biddle and others recommended anticipating the challenge by agreeing on a collective narrative and refusing to repeat the negative. Read on for two more “tips from the trenches.”

Re-claim your narrative with positive stories

Instead of countering negative portrayals in the media, Biddle and other “crisis veterans” recommend focusing on your assets. That’s exactly what Pablo Korona did for the city of Rockford, IL. In 2011, both Forbes magazine and The Wall Street Journal listed it as one of America’s 10 most dangerous cities; even “The Daily Show” chimed in, calling it an “urban wasteland.”

Around the time that the negative publicity was peaking, the Rockford native was working for an advertising agency where he was doing promotions for various city institutions. Korona felt the work he was doing for the company wasn't fully living up to the town’s slogan (“Real. Original.”) Instead, he struck out on his own, raising nearly $9,000 through the crowdfunding site Kickstarter to launch a website called Our City, Our Story. Its mission: “We tell the stories that if you live in Rockford, it makes you glad that you do. The stories that if you’re from Rockford, they make you proud to be. The stories that if you’ve never been to Rockford, they make you want to come here.”

Today, the site features a series of 19 video “episodes,” such as one that introduces the people who work at Forest City Gear, a local company that manufactured parts for the motorized vehicle used by NASA to explore the surface of Mars. The video has proven so popular that it alone has attracted more than 500,000 views. More are in the works.

“Sure, Rockford has problems, but we are so much more,” says Korona. “I wanted to share those stories – not with slick slogans, but in real voices. Authenticity trumps ‘polish’ every time.”

Of course, Korona also happens to be the kind of skillful video producer who can shoot in a “covert” style, in which it’s as if the camera isn’t even there. With the help of Korona’s equally savvy use of Facebook and Twitter, the website has generated rave reviews from The Washington Post and Fast Company, along with independent funding to keep it going. However, what is most exciting to Korona is the organic growth of “Our City. Our Story” beyond the website. For example, the local housing authority has hired Korona to teach residents themselves the art of authentic storytelling through moving pictures.

“I keep getting calls from people saying ‘you have to do a story about this and you have to do a story about that,’” Korona says. The intensive training program will teach residents how to tell those stories themselves. (If you want to learn more about the lessons Korona’s project offers for your town, register for the Louisville NeighborWorks Training Institute, where he will be a featured speaker at the May 21 symposium, “Telling a Purposeful and Powerful Story: Communicating for Maximum Impact.”)

Our City, Our Story is not designed to get media attention, although it certainly has. But if that is what you’re after, consultant Andy Goodman says to remember that “it’s not enough to have a good story.” In addition having a genuine news angle, the coverage that attracts an in-depth treatment and a large volume of “shares” taps into a broader theme.

“Certain stories really take hold in the public consciousness because they piggyback on a larger narrative,” explains the founder of The Goodman Center, whose mission is to help good causes reach more people with more impact. “If you want to replace one story with another, you must shift the frame of reference, from one resonant narrative to another.”

So, for example, the broader narrative behind the media coverage of Rockford and Rutland is that towns with high unemployment, foreclosures and related problems are like mini failed states. The job of Biddle and Kobana is to usurp that underlying theme with stories that demonstrate the amazing resilience that keeps those towns – and the vaunted American “spirit” -- alive.

Don’t get distracted! 

Two girls from the Northwest neighborhood of Rutland
contribute their "community gift" by offering their
ideas for the town via a questionnaire and agreeing
to volunteer.

Negative publicity is often unfair and incomplete, and very frustrating for staff members who are toiling in the trenches. However, Biddle and her team are not allowing the continuing fallout to distract them from their work in the neighborhood to create a better future. Whereas others on a “Project VISION” team created by the city to focus on the neighborhood are working on safety, health and employment, NeighborWorks of Western Vermont’s role is to encourage and re-enable homeownership in the troubled Northwest neighborhood.

The organization had sent eight members of the Project VISION team to the NeighborWorks America Community Leadership Institute in Sacramento last October, and this month, the “seed money” received by the participants was put to work: Thirty-five community volunteers spread out over the neighborhood to map its historical, personal, professional and physical assets, such as its Victorian-style architecture. Later, when the mapping project is done, the volunteers will continue on as a community association to plan activities to preserve, expand and celebrate those strengths.

Meanwhile, to reverse the blight and increasing density in the neighborhood, NeighborWorks of Western Vermont is submitting a request to the state for a community development block grant to take over 10 of the houses in the Northwest neighborhood; some will be demolished and rebuilt and others will be rehabilitated. To build excitement, the organization has partnered with the local Green Mountain Power company to transform one of the homes into a model of energy efficiency. In the planning stages is an announcement ceremony at the model house with Sen. Bernie Sanders.

“The home is owned by a local teacher and her husband – the type of people everyone would like to have as neighbors, and totally opposite to the portrait painted by The New York Times,” says Biddle. “We think it will serve as an example others will want to emulate. Check back with us over the next four years; this neighborhood is just beginning to re-discover its strengths!”

Is your town in the media ‘crosshairs’? Four ‘tips from the trenches’ for re-claiming your story

By Pam Bailey, NeighborWorks America blogger

It’s every community developer’s PR nightmare. You’ve targeted a neighborhood for improvement and are making headway, when suddenly you wake up one morning to see the community described on the front page of The New York Times as “fighting a heroin epidemic so entrenched that it has confounded all efforts to combat it.”

That’s exactly what happened on Feb. 28 to Ludy Biddle, executive director of NeighborWorks of Western Vermont, and her team. The Northwest neighborhood of Rutland, a rural town of 16,000, had long been plagued by a high concentration of unemployment and poverty, and the resulting blight. Many of the community’s once-beautiful Victorian homes had been acquired by absentee owners and carved into dense, virtually single-resident-occupancy apartments. Among the negative consequences of the town’s challenges was drug abuse, fed by typically out-of-state dealers. The problem had become so serious that it was a major theme of Gov. Peter Shumlin’s “State of the State” address.

However, Biddle’s organization and others have been working hard to reverse those trends; in fact, when it surveyed more than 200 randomly selected residents in the neighborhood door to door last summer, it found that 58 percent were somewhat to very satisfied to be living there, and 85 percent were willing to invest time as volunteers to improve the neighborhood and its image.

Rutland volunteers Jenifer Dufresne and Sheila Nicholes
canvas the Northwest neighborhood for the
community survey.

“If we had not participated in NeighborWorks’ Community Impact Measurement project by conducting the survey, we would not have had any data to show that the neighborhood has strengths as well,” says Biddle, adding that the research, which uses tools designed by the Success Measures initiative at NeighborWorks America, will be repeated in three years to track progress in the neighborhood over time. “Our experience has really proven the value of taking the time to assess community-level attitudes. The timing turned out to be ideal.”

But how do you capitalize on the good work you’re doing when the media are telling a different story? The New York Times article was widely shared on Facebook, with the mayor’s son even hearing about it while skiing in Colorado. Soon, reporters from media ranging from Fox News, to Rolling Stone, to Al Jazeera were calling. In addition, state-level officials are further highlighting the issues faced by the city; on March 17, Sen. Patrick Leahy held an unusual “field hearing” in Rutland focused on “Breaking the Cycle of Heroin and Opioid Addiction.”

Biddle and her colleagues are not alone. Many other organizations working in distressed neighborhoods have faced similar challenges. Here are some “lessons learned” from Biddle and her Rutland colleagues, as well as other community-development professionals who have survived to thrive after PR crises:

Shape your story in advance – with collective buy-in

 “The first instinct of people who are doing good work, such as the police department, is to talk about it. It’s human nature,” says Marcia Nedland from Fall Creek Consultants, who was retained in 2013 as part of a team charged with advising the city’s re-development agency on strategies for revitalization. “But it’s important to distinguish between your plan to fight crime and the image you want your community to have among potential homebuyers, for example. Stories in the media about your heroic efforts to catch drug dealers may make you feel good, but they will scare away people who are contemplating moving there.”

Paul Singh, senior manager with NeighborWorks America’s Stable Communities Initiative, agrees, saying his team advises organizations to separate “internal stories” from external ones. “Internally, you need to address deficiencies directly and celebrate the work that you are doing. But that is not necessarily what you talk about ‘outside the family.’ Externally, it’s important to promote your assets.”

To help nonprofits create strong brands for their communities and re-build market demand, the initiative launched a Neighborhood Marketing Program in 2012. Through the program, NeighborWorks America is helping 16 organizations across the country implement marketing strategies designed to bolster neighborhood strengths and counter negative perceptions. Seven to 10 more communities will be chosen in 2014.

Don’t repeat the negative

If adverse publicity does occur, you don’t always need to respond! “For many people, the first inclination after a story like the one in The New York Times is to respond just as publicly that ‘most Rutland residents don’t use heroin.’ But what people will remember is the reference to heroin – so you’ve just reminded them of what you want them to forget,” says Biddle. Her organization and the other members of the city's neighborhood-revitalization team (called Project VISION) agreed to turn down the requests flowing in for further interviews on the subject.

Of course, saying “no” to media interviews doesn’t mean not responding at all. Mark Dohan, executive director of the Twin Cities Community Development Corporation (TCCDC) in Fitchburg, MA, recalls when a sensational murder occurred last summer in his town’s Elm Street neighborhood.

The new logo for the Elm Street
neighborhood in Fitchburg, MA.

“The area had been plagued by crime and foreclosures, but we were making good progress in building and selling new houses to reverse the blight in the neighborhood,” says Dohan, whose organization participates in the Neighborhood Marketing Program. “Then came this front-page news. We had to respond; after all, any death is a tragedy. But we decided to deal with facts on the ground, not in the media.”

To acknowledge the loss of human life and help the neighborhood heal, the TCCDC helped to organized a vigil that allowed residents to come together and restore a sense of connectedness. And in the fall, the TCCDC held its first neighborhood-wide open house, attracting an influx of real-estate agents and potential homebuyers. The new logo for the marketing program: “Elm Street: We’re Building a Neighborhood.”

“We went back to the media that covered the neighborhood in the wake of the murder, but after a little time had passed, and with new stories about what’s happening in our community,” says Dohan. “We are re-claiming what defines us.”

In the next blog post: two more lessons from the trenches of PR crises – taking back your story, and preventing disruptions from distracting your team from its work.

Vermont quarry closing brings economy down; NeighborWorks affiliate rallies residents

It’s a story that’s been repeated across America: What builds a town up is also what, eventually, brings it down. In Detroit, it was the auto industry. In West Rutland, Vermont, it was marble quarrying.

When high-quality marble deposits were discovered in the 1830s – followed by the extension of the railroad into town – Rutland was suddenly put on the map. The simultaneous decline of the famous quarries of Carrara in Tuscany, Italy, transformed it into one of the leading marble producers in the world. (The name of the main “drag”? “Marble Street,” of course.)

The double-whammy of a large strike in the 1930s and the Great Depression, however, took a toll from which the town never quite recovered. In 1986 the quarry was forced to close, plunging the outwardly idyllic enclave of “cows and jeans” into economic decline.

West Rutland today

“At its height, the quarry alone employed 2,400 people,” recalls Ludy Biddle, executive director of NeighborWorks of Western Vermont. “Now, there are only about 2,500 people living in the entire town and the county is the second-poorest in the state. For all social measures, it’s in the red – poverty, unemployment, teen pregnancies and, recently, foreclosures.”

Another recurring theme in America, however, is the recovery from adversity that’s possible when residents come together in response to crisis. The disastrous year of 1986 also is when the organization was founded by a group of local citizens to help the remaining residents stay in their homes by keeping them in good repair.  By the 1990s, the area serviced by NeighborWorks of Western Vermont had expanded from four neighborhoods to the entire county and a homeownership program was added to help both first-time buyers and a trickle of newcomers – primarily artists and families looking for a semi-rural lifestyle.

This year, the organization is celebrating its 10th anniversary as a chartered member of the NeighborWorks Rural Initiative, which strengthens communities with small populations by helping them integrate into their regional economies. It now serves three counties, not only with its original rehab assistance and homeownership counseling, but also with “financial fitness” coaching and foreclosure prevention. In 2012:

• Two foreclosed houses were purchased by the organization; rehab was begun on another five, with two completed and put on the market.
• 24 individuals graduated from the homebuyer education program and another 25 completed the organization’s financial-fitness training.
• Thirty-seven families successfully negotiated foreclosure alternatives with their mortgage lenders. Another 12 received coaching as they made the decision to opt for a reverse mortgage.
• Nearly $800,000 in loans was dispensed to pay for 40 home repairs.

Joan Jackson

Biddle is particularly proud of her organization's participation in the NeighborWorks Green Organization. In fact, in 2010, it was awarded a $4.5 million grant from the Department of Energy for its H.E.A.T. squad (Home Efficiency Assistance Team) – which now boasts the highest penetration rate in the country among similar programs.

Joan Jackson, a retired librarian who has lived in her Wallingford home since 1959, is just one example of the 577 households that received an “energy check-up” in 2012, thanks to the program. Her roof had been damaged by winter ice, the house was so cold she was constantly bundling up to stay warm and the increasing cost of fuel was a persistent worry due to her fixed income. But with the installation of insulation in her basement and upstairs walls, along with air sealing around her doors, ceiling and attic hatch, she is warmer and her fuel bills are 34 percent lower. (Watch a video interview with Biddle, as she explains just how the program works.)

“Twenty-five percent of the people we’ve been able to help with our H.E.A.T. squad are below 80 percent of the area’s median income – individuals who usually aren’t able to participate in programs like this, even though they need it the most,” says Biddle, adding that the organization is now looking for additional funds as the DOE grant sunsets. “The average household we serve spends 3-8 percent of their already-low income on energy. With H.E.A.T, they save an average of 386 gallons of fuel a year – about $1,500 a year. It’s central to our mission to make homeownership affordable.”

Partnerships Bring Energy Efficiency to Vermont

This blog post comes to us from Erica Bradley, NeighborWorks Rural Initiative VISTA

Blowing insulation in an attic is a great way to keep
energy costs down.

NeighborWorks Western Vermont (NWWVT) is in new territory with their focus on energy efficiency, thanks to a grant by the Department of Energy, and recently, a new partnership with Green Mountain Power.

“We have suddenly become a major player in the energy initiative in Vermont, “said NWWVT executive director Ludy Biddle. 

The new partnership between NWWVT and Green Mountain Power (GMP) comes two years after the Department of Energy granted $4.2 million to NWWVT as part of the Better Buildings program. According to the Department of Energy website, the program targets efficiency improvements such as lighting, better insulation and more efficient heating and cooling. Another program area is educating customers about energy efficiency and how to finance upgrades.

Under the grant, NWWVT’s Home Efficiency Assistance Team (HEAT) Squad schedules audits of homes with a certified contractor who issues recommendations and a cost estimate. An energy advisor from the HEAT Squad can then go over the recommendations with the client, including financing options. Biddle said 1,000 homes have to be done over a three- year period in Rutland County, and so far they have completed over 500. Biddle said they are on track to meet the 1,000 home requirement by 2013.

The HEAT Squad’s work laid the foundation for the partnership to form with Green Mountain Power. “We’ve been helping the utilities not directly, but by providing outreach, customer service, loan products and all of the things a NeighborWorks housing organization does for its clients, we’ve been doing to enhance the participation in the efficiency programs,” Biddle said.

GMP, Biddle said, has an interest in providing good customer service, especially in Southern Vermont. The company was formerly a small energy company with a service area in the northern part of the state, but in August, 2012 bought Central Vermont Public Service and now serves southern Vermont as well.

From L to R: Ludy Biddle, executive director of NWWVT;
Jim Merriam, director of Efficiency Vermont;
Jonathan Dancing, BPI contractor/auditor;
United States Congressman Peter Welch (VT-D),
and Mary Powel, CEO of Green Mountain Power.

“There was concern in our part of the state that high paying jobs and the corporate presence would leave the county and go north, and once again Burlington would get all the good things and we would be left with very little,” she said.

The concerns were unfounded, Biddle said, and GMP made several promises, including investing in Rutland, making it the solar capital of the state, and designing the Energy Innovation Center. “I genuinely see action behind the promises they made,” Biddle said.

One of the promises, the innovation center, is now taking shape. GMP invited NWWVT and Efficiency Vermont in as partners, and the three organizations will share office space in the center. For now, the center is located in the Opera House in downtown Rutland. GMP is renovating the Eastman's Building and has plans to move the innovation center there after renovations are complete. The Eastman’s Building, Biddle said, has long been a sore spot in Rutland.

Biddle said the renovations to the Eastman’s Building represent another investment in Rutland. She expects they will be moved in by fall, 2013. She expects to locate at least two members of the HEAT Squad there.

Vermont’s NeighborWorks Organizations: The Power of a Network

By Deborah Boatright,
Northeast Regional Director,
NeighborWorks America

I had the pleasure of spending NeighborWorks Week 2012 in Vermont, crisscrossing the state while visiting all five of our network affiliates. Each one is doing excellent work in challenging communities under inspired leadership. But it is what they are doing together that truly distinguishes them, and is a model for the region and the country.

Vermont's five HomeOwnership Centers have worked together for more than a decade to provide services statewide through the NeighborWorks Alliance of Vermont. This framework was critical last summer when Tropical Storm Irene struck, causing devastation everywhere. A dozen towns were totally cut off as nearly every river in Vermont flooded. Rebuilding efforts still loom large. The Alliance's NeighborWorks Week event was to restore a flood-damaged teen center and was featured by the USDA.

Vermont NWO volunteers load a heavy piece
of debris onto a truck. Photo courtesy
of Windsor Windham Housing Trust

Tropical Storm Irene was impetus for NeighborWorks Alliance of Vermont to undertake long-term planning for statewide disaster response, with NeighborWorks America’s support. As part of this effort, each organization now has video-conferencing cababilty to make collaboration easier. Already, the state's only two certified reverse mortgage counselors are planning to meet virtually with seniors from any location.      

The trust and mutual respect among Vermont’s NeighborWorks organizations (NWOs) runs deep within the organizations and was readily apparent throughout my visit. They are thriving in the nexus of independence and interdependence. Different NWOs take the lead based upon their capacity and expertise. Collaborations are based on strength and shared interest.

Champlain Housing Trust established a Mobile Home Lending Program to repair and replace mobile homes (over 15% destroyed by Irene) and received a prestigious Cornerstone grant to strengthen operations of six Community Land Trusts, including those at three other NWOs.  NeighborWorks Western Vermont's H.E.A.T. Squad, aggressively conducting energy audits and rehabbing homes under a multi-million dollar Department of Energy grant, will soon be statewide. Central Vermont Community Land Trust and Gillman Housing Trust are part of a national pilot aimed at keeping seniors in their homes. 

Brattleboro Food Coop
Photography by Ann Wright, courtesy of Windsor Windham Housing Trust

All the Vermont organizations embrace green. The expansive Brattleboro Food Coop complex just built by Windham & Windsor Housing Trust (WWHT) includes a green roof, a pellet-fueled boiler, and 24 units of affordable housing. It is another example of how Vermont’s NeighborWorks organizations are forging new partnerships well beyond the housing world.

I believe that the continued growth and impact of community development depends on its relevancy in areas such as health, employment, and education. It is all about taking part in strengthening our quality of life. The Vermont NWOs are leading the way by creating new pathways to sustainability and greater impact; and we are proud to support their success.