An Internal communications challenge

19.05.11

Housing providers anticipate that managing internal comms will be a major challenge in coming months.

In a recent industry survey almost a third of Housing Associations said that communicating effectively within their own organisations will be their biggest communications test.

Those who took part highlighted the difficulty of keeping employees updated on the impact of widespread changes affecting the industry.

Encouraging staff to feedback questions and concerns particularly within newly structured organisations is already proving a real challenge as is maintaining motivation and morale. Communications and management teams are also facing up to the reality of delivering difficult messages at a time of budget cuts and changes to funding streams.

The survey, carried out by marketing and design agency Synergy Creative was conducted at two of the industry's key conferences, the National Housing Federation Marketing Conference and Exhibition and the Chartered Institute of Housing South West Conference.

Delegates were asked to vote for their biggest communications challenge.

Gemma McGrattan, Director, Synergy says: "Thisis a period of massive upheaval for the industry, with changes to the investment framework, benefit caps and uncertainty about the Localism Bill all creating a sense of uncertainty. It's no wonder that the industry's communications professionals are feeling under pressure to communicate clearly and effectively with staff.

"Clear, strong and decisive communication within an organisation can limit the negative impact associated with periods of change such as this. We also recommend the following simple processes:

- Involve employees through focus groups and appointing representatives. This can help monitor the atmosphere internally and can help encourage two way communication.

- Focus on three or four key messages and make sure these are repeated regularly so that people have time to absorb them keeping them simple and straightforward

- Get managers involved – gain their support and help in getting the messages out

Think about how you get your message out – is it more appropriate to communicate face to face or online?

The Survey:
142 professionals from across the Housing industry took part in the survey which was conducted at National Housing Federation Marketing Conference and Exhibition 2011 – 9 March 2011 and Chartered Institute of Housing South West Conference 2011 - 6-8 April 2011

If you would like a copy of the free guide on improving internal communications, please get in touch.