Across the sector, communications and marketing teams are striving more and more to measure the impact they’re having. While creativity will always be the heart of our work – and the people who deliver it will always be the priority – data and analysis are now indispensable in demonstrating the value of what we do.
by Amy Walker
What comms teams in our sector tell us is that experiment and innovation are the keys to engagement, whether with tenants or stakeholders; internal colleagues or potential customers. And the golden thread that runs through measurement, demonstrating value, the freedom to experiment and quality results communicating with diverse audiences will dominate discussion at The Comms Event 2018 in London on 6 March.
Expert voices from within and outside the sector will be taking part in the discussions. Jo Parkinson, Head of Internal Communications and Engagement at Macmillan Cancer Support, will explore a multi-channel approach to internal communications that makes clear the value of social channels for really engaging a workforce and building a sense of team among workforces that may be quite mobile.
And the perennial issue of getting an organisation noticed (for the right reasons) will be addressed by Penny Haslam, Visibility Coach and former BBC journalist, who knows better than most what the media is looking for and that developing people, as experts and commentators, will most reliably create the trust and authority to pitch messages that land.
Representing the sector, Tricia Grierson, from Jonnie Johnson Housing, will give a masterclass in transforming tenant engagement and utilising insight and customer intelligence to precisely tailor messages and support the creation of a true tenant voice.
In addition, specialist sessions on delivering dynamic digital marketing, building capability at political influencing and communicating through transformations or mergers will sharply bring into focus the problems, aspirations and solutions for housing communication in 2018.
But there’s a bigger picture. Demonstrating the impact and value of communications is vital to ensuring the communications function is seen as a strategic priority within the organisation, as Jennifer Riddell, Public Relations Director at See Media, will be arguing in a session that makes the robust business case for communications.
Alicia Curtis (Head of Communications at Stockport NHS Foundation,) Amanda Coleman (Head of Corporate Communications for Greater Manchester Police,) and Nicola King (Associate Director at Teneo Blue Rubicon) will present powerful accounts of managing comms in a crisis. Drawing on the NHS saline poisoning case and communications management in Manchester’s darkest hour, last year’s Manchester Arena atrocity, they will provide hard hitting lessons for the most important work any Comms team will ever do.
And, at the highest level, we all know that innovation, from automation to big data, is poised to change the delivery of housing services for ever. Communications and marketing teams need to prepare, the National Housing Federation’s James Green will argue. Because, as well as perfecting the sharp end of delivery, analysing the big future trends that are reshaping our world will be the key to delivering effective communications and marketing in the future.
Tickets are selling fast but there are still places available. Book yours today.
Amy Walker is marketing executive at the National Housing Federation
image by Tullio Saba