The social housing sector is under immense pressure. With a growing demand for affordable housing and limited funding available for development, it’s more important than ever for social housing associations to consider using PR to build trust and positive relationships within their communities and with relevant stakeholders.
Why PR Matters for Social Housing
There is often a negative and stigmatised view of social housing, and unfortunately this is also portrayed in the media. Public relations can help address these misconceptions by:
Raising awareness: PR helps people understand the vital role social housing plays in communities, providing secure and affordable homes for those who need them most. A good example of this is the current Shelter campaign which reinforces the value of social housing to the nation, and calls for more homes to be built.
Building a positive reputation: By showcasing success stories and innovative projects, PR can build a strong reputation for social housing associations, attracting potential tenants, partners and investors
Managing reputation: PR helps navigate negative press and proactively address any issues that may arise
Crafting a winning PR strategy
A successful PR strategy goes beyond press releases and media clippings – It’s about targeted communication to the right audiences and building a positive reputation:
Understanding your audience: Tenants, community organisations, developers – each group has unique needs and communication preferences
Targeted messaging: Develop clear, compelling messages that resonate with each audience segment
Choosing the right channels: Utilise a mix of communication channels, from traditional media to digital content and community events and forums
Measuring the impact of PR
PR success goes beyond the coverage you receive. Here’s how to measure the effectiveness of your PR efforts:
Engagement: Track website traffic, social media interactions and event attendance to understand how your audience is responding
Outcomes: Go beyond impressions – measure the actions your audience takes after exposure to your PR efforts
Reputation management: Monitor sentiment analysis and the tone of your media coverage to gauge the overall perception of your organisation
Reviews: When you start to receive more engagement and positive reviews from your target audience, it can often be attributed to your PR efforts. As your brand reputation increases and people begin to trust and engage, this will have a positive effect on your online and offline reviews
Continuous improvement
PR is an ongoing process. Regularly analyse your PR outputs and adapt your strategy to ensure you’re achieving your goals. As the social housing landscape evolves, your PR efforts should evolve too.
By implementing a strategic PR plan, social housing associations can create a positive image, build trust with stakeholders and ultimately, fulfil their mission of providing secure and affordable housing for all.
