Insights on housing communications from Bobbie Hough 

"Don't be afraid to take a big step if one is indicated. You can't cross a chasm in two small jumps" - David Lloyd George.

We live in an age of a housing crisis.

As professionals who are proud to work in the sector and tenants who live in social homes, we are all too aware that we need to improve the state of our current homes so people can live in houses that are warm and affordable to run.

We need to get better at joining up services to ensure people can access support when they need it.

We need to build more homes.

There are plans afoot to address these challenges. The Welsh government wants to build 20,000 low-carbon homes for social rent by 2026. The right to adequate housing could become part of Welsh law, as could new legislation on homelessness prevention.

There is a clear gap between our current position and where we would like to get to.  But we must take the leap collectively.

It will take funding, leadership, a strong voice from tenants, reforms to policies and operational nous.

But it will also take skilled communicators from right across the sector to make the case for – and then deliver – the change we’re working towards. 

Here, we set out three top tips for comms professionals passionate about improving the lives of people living in social housing, and tenants who want to hold their landlord to account.

 

1. Telling great stories – logic vs magic

Logic and reason might make good policies and processes, but it is stories that drive change. In politics, in our organisations and in our communities.

Like lots of sectors, housing is often sound on the stats and numbers that highlight a problem, and maybe even a solution, but we don’t always deliver on the magic – the compelling stories that show the real-world impact of our work and homes on people’s lives.

It’s stories that mobilise people towards change.

As a sector, we’re increasingly obsessed with data. And for good reason. We want to know that the decisions we are making align with what’s actually happening on the ground. We want to know we are acting rationally.

But life, as we know, isn’t always rational. Decisions are often emotional – and we post rationalize to explain them.

Great stories bring the work we do to people’s doorsteps. They help place the role of social housing, and our organisations, in a context that tenants, politicians and the wider public can relate to. They help feel!

I’d urge every organisation to find some time to ask consider if they have a clear and compelling story. One that goes beyond the number of homes you own and how many millions of pounds you spend on repairs. 

What’s your origin story? Why do you exist? How do you want people to feel about the work you do?

 

2. Building trust

The Trust Triangle from Frances Frei and Anne Morriss argues that when trust is lost, it can usually be traced back to a breakdown in one of three areas:

• authenticity (I’m experiencing the real you);
• empathy (I believe you understand me and my circumstances);
• and logic (I believe you can deliver, and your judgement is sound).

These should be watchwords of organisations looking to reestablish relationships with tenants, politicians and others – and for tenants who feel their organisation says one thing in public, but then behaves differently in their homes.

Do you act and communicate in a way that reflects your values? Do you show people you understand their point of view? Do you show that you deliver on the things you promise?

Pick a selection of communications channels your tenants and partners might see, and cross-reference what you say against these three areas. It will be worth a few hours of your time.

 

3. Communications is two-way

Effective is not a monologue - it’s a dialogue.

We’re all good at broadcasting. But do we take enough time to pause and listen to what comes back? 

Feedback, good or bad, is the best tool for refining strategies and improving relationships.

Take some time to review whether your channels are truly open for tenants to make their case. And if people tell you what they like and don’t, do you have the ability to act on it? 

Effective engagement strategies that give tenants from all parts of a community the opportunity to have a voice are central to this.

Making sure that communications professionals can input into these strategies could be key to their success. 

 

Hough Bellis is a proud Commercial Member of TPAS Cymru. To discuss your communications challenges you can contact Bobie Hough via www.houghbellis.co.uk or [email protected]