Words matter

Srihari Kapu

As a social impact communications agency our work leads us to consider how more effective comms could help to confront salient challenges in sectors such as the housing sector, as well as in wider society.

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The last few years in the UK can be characterised by a lack of stability in many areas including financial markets, government and the healthcare system. Our work in social housing in 2022 has shown us that the economic uncertainty during these times is resulting in additional challenges for social housing providers and their residents. This experience is replicated in much of UK society, with many UK citizens now facing a raft of new financial and social issues.

Research that we worked on in November 2022 into the experiences of social housing residents through the cost of living crisis showed that almost 7 in 10 (68%) were worse off financially than they were 6 months prior. At the same time, household debt is rising and communities are feeling increasingly disconnected. While those on lower incomes are undoubtedly being hit the hardest, this downturn in fortunes is being felt across the UK population. Resident Voice Index ‘Surviving but not Living’ data from Spring 2022 highlighted that “socialising, hobbies and entertainment subscriptions” were included in the activities that people were cutting back on as prices rose. Activities such as community events and sports are crucial for social cohesion, health and wellbeing. 

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An earlier Resident Voice Index™ report provides a rationale for housing providers to practise better communication and resident engagement. The report discussed the power of ‘knowing’, suggesting that individuals ‘knowing’ that there is a social safety net is strongly linked to communities’ ability to be resilient and to withstand shocks. 60% of respondents in this research reported a combination of not knowing that there was help available to them, being worried all or most of the time and not feeling in control of their future financial situation. This research demonstrates a link between better outcomes for the population across a range of areas, and more effective methods of communication to improve the knowledge that support is out there.

Despite the tough conditions many are facing, there are opportunities to enact change through collaboration between citizens and organisations that practise social impact. Organisations, including private businesses, may want to develop social impact goals and deliver these through improving their communications, or working with professionals that specialise in social impact comms. Aside from the societal benefits of developing social impact strategy, it may help businesses to reach new customers who prefer services that create social value, and to stay ahead of new regulations around citizens’ rights and social responsibility.

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In an era of extreme connectedness, effective and diverse communication is now not only key to brand reputation but also to meeting social impact targets, particularly at a time where the the voice of the customer will shift from Trustpilot and into the statute book. There are a range of ways that different types of organisations can refine their communications for better social impact, whether that be communications aimed at consumers, residents, patients, clients or other businesses.

  • When developing a comms strategy for social impact it is important to have clearly defined targets or goals, such as committing a percentage of profits to social research or social regeneration. Whatever those targets are, the strategy to promote it should define them accurately and clearly. The approach should be cohesive across all channels with the right tone of voice, timely and appropriate to the concerns of the target audience

  • Content will always reach a larger audience if multiple sources and  communications channels are offered (e.g. text messaging, online advertising, chat bots, personal visits). This is important to making sure as many people as possible can find out about and access a service

  • Despite the dominance of digital communications, it is important to consider those who may not be able to access digital content. Personal visits, calls and letters may be optimal for reaching those who may otherwise become marginalised

  • Arranging community debates or social events can be an effective method for companies, charities or government bodies to hear the demands, needs and worries of those they serve. These forums could provide space to decide on changes and projects within local communities. In our work on the Resident Voice Index™, we have facilitated forums such as these with social housing landlords and residents in order to ensure that the resulting research focuses on the right areas

  • Better information-sharing and/or digital partnerships between organisations and services such as housing providers, councils and healthcare providers could lead to service provision that is more holistic and well-rounded

  • Using storytelling to build narrative helps to create content that people empathise with and relate to, essential to ensuring their buy-in to your product or service
 
For more detailed information on empathy in communications, look out for our project on the topic which will be coming soon.

- George Stone

More beautiful photography here from © Srihari Kapu

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