PortlandVancouver Metro Area Smokefree Housing Project

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 depts)
  
• - 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 Councils 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
  contactsget 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_at_lungoregon.org
  Diane Laughter, MPHAmerican Lung Association
  of Oregondiane_at_lungoregon.org Kylie Meiner,
  MPHMultnomah County Health Departmentkylie.a.mei
  ner_at_co.multnomah.or.usTheresa Cross, MS, RD,
  CDClark County Public Healththeresa.cross_at_clark.
  wa.gov

www.smokefreehousingNW.com