Sightline’s messaging research team recently reviewed local news media coverage of Seattle’s Housing Affordability and Livability Agenda (HALA)—a package of 65 policies that will be weighed by Seattle City Council over coming months and years. Designed by a broad coalition of community leaders, HALA is aimed at leveraging growth to fund subsidized housing and to encourage a range of housing choices that suit the diverse needs of Seattle residents.

We identified the main themes that define the public conversation. We also looked for the narrative gaps—that is, possible opportunities to spark dialogue about equitable and sustainable housing solutions.

What we found is that growth and change can feel big, undefined, and out of control. The good news is that when it comes to big-picture hopes and dreams Seattleites hold for their city—including income and racial diversity and expanded opportunity and access—core values and community priorities align.

You can read the full media audit and messaging recommendations on our research pages. For quick reference, here are our top takeaways:


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October 26, 2016