INVESTING IN RURAL LIVABILITY

USE SHARED RURAL VALUES TO CRAFT YOUR MESSAGE

Effective communications require more than simply reciting facts, but also leveraging the values people share to resonate across race, class, age, gender, and place. The best messages follow the VPSA model (Values, Problem, Solution, Action). First, we unite along shared values to introduce the issue, then demonstrate the collectively held problem, name the solution to the problem, and finally, leave with a call to action joining you to solve the problem. This formula keeps our messages concise while disarming opponents who seek to divide us. To get you started, here are three rural values we feel are particularly relevant for communicating with rural constituents about rural livability:

VALUE: RESPECT

• Framing: Like everyone, rural people expect respect for their work and their contributions to family and community. Too much of today’s national discussion about rural Americans instead relies on false and disrespectful stereotypes. By truly listening to the experiences and needs of rural families and championing policies for their communities, policymakers can demonstrate respect for their rural constituents and build trust with them. 
• Example Statement: (Value)We need to build a rural economy that respects working people—with quality jobs and education, affordable healthcare and childcare—so people can work, take care of their families, and contribute to their communities. (Problem) But for too long, state and federal investments in our rural regions have been a patchwork and have lagged behind those to cities and towns. (Solution) We need a coordinated vision and strategy for rural investments that make sure working people, small businesses, and family farmers have the opportunity and tools to build a good life. That’s why I’ve introduced legislation to create a state Office of Rural Prosperity to coordinate efforts and properly fund the things rural communities need and want.
• Example Talking Points:
  • Rural educators and healthcare providers are the backbone of our communities. Our bill supports rural institutions to provide high-quality services with respect for all they serve. 
  • Our Office of Rural Prosperity will be a nonpartisan voice in the statehouse for hardworking rural people, so our small towns and rural routes get the investments and respect they need.

VALUE: OPPORTUNITY

• Framing: Too many rural young people see their small towns as a place to leave, with no educational opportunities or job prospects. Decades of rural “brain drain” have contributed to hollowing out rural communities. But this trend can be reversed. Many young people want to stay near their families and on the land they know. Policymakers can invest in a prosperous future for rural regions by investing in the services and opportunities that allow people to make a life where they are from.
• Example Statement: (Value) Rural young people need opportunities for education and jobs in their hometowns. (Problem) Decades of lack of investment in rural regions have stripped essential services from these communities, forcing young people to choose between staying in their hometown and good job opportunities elsewhere. (Solution) Our Rural Reinvestment bill will provide grants and low-interest loans to new and expanding small businesses.
• Example Talking Points:
  • Investing in public transportation will make it easier and less expensive for hardworking residents to get to their jobs, schools, doctors appointments, and stores. 

VALUE: SELF-DETERMINATION

• Framing: Rural families value innovation as a way to address challenges. Due to isolated geography and sheer grit, rural communities often creatively and collectively solve their own problems. Whether fixing broken farm equipment or fixing broken policies, rural families have long thought outside the box to come up with solutions to day-to-day problems.
• Example Statement: (Value) Rural Americans rely on themselves and their neighbors to overcome challenges. (Problem) But since our local bank closed, predatory lending companies have been taking advantage of families and charging exorbitant rates. (Solution) My Community Banking bill would invest in new local banks, giving families more control over their money and their futures.
• Example Talking Points:
  • Having the opportunities and tools they need enables hardworking rural Americans to build the future they want for their families and communities.