The campaign comes in the run-up to a Nov. 7 City Hall meeting, when council members will consider the funeral home proposed to be built just north of where Etiwanda Avenue crosses under the 15 Freeway.
Service Corporation International has appealed the Planning Commission's denial of its plans.
"We continue to believe that the Rancho Cucamonga community needs a full-service, state-of-the-art funeral home to handle the needs of their community," SCI real estate director Dann Narveson said.
Among the first reports shared by a public-relations firm - Yucaipa-based Desmond and Louis - hired by the SCI is a real estate study concerning the impact that a newly built funeral home has on the value of homes in the community in which it is built.
The report looked at the communities of Surprise, Ariz., Long Beach, Dallas and San Antonio.
According to the report, the data indicates the construction of new funeral homes did not appear to hurt the values of nearby homes.
The research firm Cushman and Wakefield of Texas Inc., was hired to conduct the study.
SCI also plans to soon release the results of an independent traffic study and share the information with city officials.
Significant resident opposition to the funeral home led SCI to hire a public-relations firm to manage public perception of the project.
The Planning Commission denied the funeral home project because of heavy public opposition.
The meeting was packed with residents who spoke of their aversion to the project.
Concerns included increased traffic, psychological harm and the possible reduction of property values.
Desmond and Louis officials plan to meet with residents and city officials in an effort to dispel what they said was misinformation being spread in the community by those opposed to the project.
Some real estate brokers, when commenting about this situation, said they believed a funeral home would have an drive down nearby home value.
"I can't respond to their personal experiences," Narveson said.
"All I can do is read the report we had commissioned about the facts of actual sales."
SCI also called attention to an article distributed to residents by opponents of the project that cites the Appraisal Institute indicating that the proximity of a funeral home can lower home values by 15 percent.
SCI contacted the Appraisal Institute about the claim.
A spokesman for the Appraisal Institute said that claim could be found nowhere in its materials.
Joe Russell, who is among the residents strongly opposed to the project, said he believed public outcry against the project would not diminish, despite SCI's public-relations campaign.
"My personal feeling is that we're confident public opinion will not be changed significantly," Russell said.
"That's P.R. That's their job to do that. But people have made up their minds about it, and there is really nothing they can present that is going to change people's minds."
Reach Neil via email, call him at 909-483-9356, or find him on Twitter @InlandGov.