Affordable rents – a tricky message to convey

So apparently the government has no definite plans for its Affordable Rent programme after 2015. This will come as no comfort to those of you who have worked for months to work out how to apply Affordable Rents. But I’m sure it will also come as no surprise.

The thing is not to be sidelined by this announcement. In communications terms it is a red herring. If your housing organisation is committed to this round of Affordable Rents then you need to be seen by your customers who will be hit by higher rents to be fully behind it, no matter what. Because if you seem frustrated, your customers will pick up on this and use it as fuel to their dissatisfaction fire.

So, as always, grit your teeth, and go where no housing organisation has gone before, into 80% market rent territory. Just be very sure that you’ve got your communications to your future rent-affected customers right. Work out your messages and your likely questions and answers and ensure that all relevant staff are informed.

Then, sit back and await the next government proposal.

Nikki

Nikki Cheung is a senior PR consultant at The Bridge Group. Contact her on nikki.cheung@vu-tbg.com, by calling the office on 024 7656 0440 or via twitter @tbgnikki