For millions of social housing tenants across the UK, the ongoing cost-of-living crisis — unprecedented in its scale and reach — is a challenge that impacts every aspect of life. For housing associations, it is likewise more than an economic issue; rather, this is a social crisis that directly affects the mental, emotional, and physical health of each and every resident. Yet even in this moment — as energy bills soar, food prices rise, and so many struggle to afford life’s essentials — housing associations have a vital role to play, providing empathetic support, guidance, and reassurance at a time when tenants need it the most.
We know that effective communication serves as the bedrock for grappling with any challenge. But in this blog, we’ll offer actionable strategies to help housing associations deal with the specific concerns that the cost-of-living crisis presents to those they serve.
Preparation: The core of a successful crisis plan
A successful crisis plan rests upon many things, but above all, it is built on thought and preparation, on a nuanced understanding of your tenants’ most urgent needs and how you — as an organisation — can meet their concerns. You can ensure that your association’s response to the cost-of-living crisis makes a real difference in the lives of your residents by establishing a plan of action that’s built on thought and preparation. As an organisation, begin building your crisis plan by:
1. Identifying your key messages
Your messaging should convey that you understand the situation your tenants are facing and that you, as an organisation, are here to help. In fact, it is helpful to fold messaging into your communications like, “We know times are hard, but that’s why we’re here to help with …” Follow up this empathetic messaging with:
- Available support: Be certain to provide details on the level of support that your association can provide, whether it’s flexible rent payment plans, financial advice services, or support in applying for benefits.
- Actionable guidance: Provide practical tips that tenants can use immediately. This could be anything from information on energy-saving measures or the locations of food banks or warming hubs in your area.
As with any action plan, consistency is key. Ensure that all staff members are aligned on messaging to provide a unified voice and reassuring assistance to all residents.
2. Take a broad approach to messaging
When it comes to tenant communication, it’s important to take a multichannel approach that enables you to meet tenants across a wide range of platforms. By considering a mix of the following mediums, you ensure that your messaging is heard and that your tenants know where to go for assistance:
- Email: Ideal for sending detailed information, newsletters, and links to online resources. You can segment your email lists to send targeted information to specific groups.
- SMS: Perfect for urgent alerts, reminders, and short, impactful messages. SMS has high open rates, making it effective for critical communications.
- Social media: Use platforms like Facebook and X to share updates, tips, and community news.
- Tenant portals: If you have a tenant portal, use it as a central hub for all cost-of-living resources, FAQs, and important announcements.
- Offline methods: For residents who are not online, don’t overlook the conventional medium of print. Posters in communal areas, newsletters, and direct mail can all be a helpful source of information for these tenants in their time of need.
3. Create a crisis response team
Finally, designate a specific team made up of experts from different departments across your association to lead your crisis communication efforts. To ensure a coordinated and efficient response during a critical time, clearly define individual roles with an overarching goal of:
- Monitoring and identifying emerging tenant needs within a housing association.
- Drafting and approving all crisis communications.
- Managing inbound enquiries from tenants across all channels.
- Liaising with external partners (i.e., local councils and charities).
Unprecedented in its size, scale, and reach, the cost-of-living crisis is a challenge that impacts every aspect of life for social housing tenants all across the UK. But with a careful and considered crisis communication plan in place, housing associations can respond to residents with empathy and — above all — with the right support at exactly the right moment.
If you’re serious about preparing your crisis comms, download our Crisis Communications Workbook to find the tools and strategies you need to help your tenants through this challenging time. Looking for something more? Why not check out these templates and tools to see how some of the sector’s best-in-class housing associations prepare for the unexpected?
