Community, Credibility, and Changing the Narrative 

With the proposed budget cuts in the “Big Beautiful Budget,” it’s hard not to feel like our administration is sending a message: affordable housing doesn’t matter. While nothing is final, and all we can do right now is speculate about what FY 2026 will bring, the writing is on the wall. Funding may be tighter. Scrutiny may increase. And the burden of proving the value of our work will only grow. 

That’s why now—before the numbers are finalized—is the time to act. 

Public Housing Authorities (PHAs) have a unique opportunity and responsibility to shape public perception through intentional branding, storytelling, and partnership. The truth is, most people don’t fully understand the impact of your programs until they’ve seen the faces, heard the stories, and felt the mission in action. 

Here’s how you can shift the narrative, build trust, and create meaningful advocacy in your community—especially in a time when division is high and support for affordable housing feels uncertain. 

1. Tell Your Story — Loudly and Often 

You’re doing incredible work every day. The problem? Most people don’t know about it. 

Start treating your positive outcomes like newsworthy wins. Use social media, newsletters, your PHA website, and local news outlets to spotlight and headline: 

• Families reaching stability through housing choice 
• Staff going above and beyond to serve 
• Residents graduating from workforce or reentry programs 
• Collaborations with schools, nonprofits, or healthcare providers 

Human interest stories resonate.  

Local journalists are often looking for uplifting, community-centered stories, especially those that break stereotypes and build hope. Create relationships with local media now, so they’re already connected when your next event or milestone hits. 

2. Invite the Right People to the Table 

When you think about shifting public perception, proximity is powerful. 

Start by asking: Who in our community holds influence, tells stories, or makes decisions that affect housing? 

These are the people to invite to your events, tours, and conversations: 

• Local and state elected officials: Local and state representatives such as mayors, city council members, county commissioners, and state legislators 
• Business Community: Employers, business owners, and members of local chambers of commerce who may hire or serve area residents. 
• Non-Profit Leaders: Executives and staff from housing and homelessness organizations, particularly those involved in the local CoC 
• Faith-Based Organizations:   Religious organizations actively engaged in community outreach and support services. 
• Health Sector Representatives: Public health officials and hospital administrators with whom you collaborate. 
• School Officials:  School administrators and workforce development professionals focused on education and employment pathways. 
• Local Communications and Engagements: Local public relations professionals or community engagement officers with strong networks and outreach capabilities. 

Let them hear resident stories, tour properties, and see what housing support really looks like. When people connect emotionally, they become allies. 

3. Rethink Your Events as Advocacy Tools 

You don’t need a huge budget to make an impact. Look at what you’re already doing, then ask: Can we open this up to the community? 

Hosting a resident workshop on homeownership? Invite local nonprofits, realtors, or city council reps. 

Partnering on a health screening or food distribution? Promote it publicly, invite the community, and ask a local reporter to attend. 

Offering youth programs or back-to-school drives? Invite school officials and business sponsors to speak or contribute. 

Every event is a chance to humanize your mission, connect with stakeholders, and show that your PHA is part of the broader solution — not the problem. 

Engage Your Community Before You Need Your Community 

Whether it’s the media, elected officials, or local partners, relationships should never start with a crisis. If the only time your PHA reaches out is when there’s controversy, backlash, or confusion, you’re missing powerful opportunities to build trust, shape perception, and create allies in advance. 

Instead, engage consistently. Tell the truth about what’s working. Invite people into the story before you need them to defend it. 

How to Build Connection and Credibility

1. Research your local landscape
   Start with local newspapers, radio stations, and TV outlets, but don’t stop there. Identify city leaders, nonprofit executives, business owners, and faith-based partners who already influence the community. Look for those connected to education, housing, public health, or workforce development.

2. Make a contact list
   Create a simple spreadsheet or CRM with names, roles, organizations, emails, and any interactions. This helps you follow up consistently and track engagement over time.

3. Send a soft introduction
   Before you pitch a story or request support, send a warm, no-pressure message like:
   “We’d love to connect you with some of the transformational work happening at our housing authority. If you’re ever looking for local impact stories or opportunities to collaborate, we’d be honored to share more.” 

4. Add them to your list
   Keep community leaders, elected officials, and media contacts in the loop by including them in newsletters and event invites. Regular visibility positions you as a trusted voice and proactive partner.

5. Gather a story bank
   Document compelling resident success stories, standout staff moments, and program milestones. Include tenant quotes, outcomes, and photos (with permission). These stories can power everything from social media, to press pitches, to donor communications.

6. Pitch with clarity and purpose
   When you do reach out with a story, focus on why it matters, who it helps, what changed, and what’s next. Include 1–2 quotes, a strong visual if possible, and a clear invitation to engage further (like attending an event or meeting of residents).

7. Create a Community or Media Toolkit
   Have a one-pager or webpage ready with key facts about your agency, common myths about affordable housing, a few success stories, and contact info. Whether you’re speaking to a reporter, policymaker, or local business, this makes it easy for them to share your story accurately.

8. Keep showing up
   Not every pitch will land. Not every partnership will pan out. Keep the relationship warm by engaging with their work, sharing relevant updates, and staying human in your communication. A thank-you note, or a check-in to say hello can go a long way.

Engagement is about consistency and clarity. When your agency is known for showing up, telling the truth, and building bridges, your community will show up for you, too.  

Especially when it counts. 

Brand with Intention, Advocate with Heart 

Branding isn’t just about logos or taglines, it’s about how people feel when they hear your name. 

Your PHA should be known as: 

• A trusted community partner, not just a housing administrator 
• A builder of stability, not just a rental provider 
• A launchpad for opportunity, not a last resort 

The more the public sees your agency is invested in community outcomes, education, employment, health, the more allies you create. And in a time of growing “Not In My Backyard” (NIMBY) sentiment, every advocate matters. 

Final Thought

The future of affordable housing funding may be uncertain—but the need is not. Our communities are relying on us to do more than administer vouchers and run programs. They’re looking to us to advocate, educate, and connect the dots between housing and hope. 

We can’t control federal priorities. But we can control how we show up in our communities, who we invite to the table, and how we tell the story of what affordable housing truly makes possible.