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Communicating repeat messages effectively

Damp and mould, bins, and neighbourhood nuisances are all regular topics that social housing organisations need to communicate about with tenants. Important guidelines are often ignored, as people like to think once they’ve heard it once, they’ve heard it all. Or they may feel that the messages don’t apply to them. If this is resonating with you and you work in comms, we’re here to help you communicate repeat messages effectively.

Try communicating in different formats

One size doesn’t fit all when it comes to communication. Some people love the instant media of texting and social media. Others, such as the less tech-inclined, elderly or vulnerable tenants, want more personal visits, letters, and phone calls. Changing your format to entice your audiences as needed is important, as is maintaining consistency in style and language across all formats, which promotes trust.

Texting isn’t redundant yet!

Text messages put the information directly in front of your audience and catch their attention with their notifications. By texting instead of calling, you can send out meaningful, personalised messages and help improve the chances your audience will read them. It’s a fantastic option for accessibility too, as those with visual impairments can have the text read aloud or have the font sized up to make it easier, those who are hard of hearing can read the messages without worrying about a phone call, and those with English as a second language can translate the messages into a language they’re more comfortable with.

Post to a variety of social platforms

Social media is great at getting messages out there, generating discussions, and informing people of any impending changes or things to be aware of. Not everyone is on every social media, so by posting on the main ones (Instagram, Twitter and Facebook), and your website you’ve got the best chance of reaching all bases.

Worried about negative comments? Don’t be! People are discussing these issues anyway so it’s better off in public where you can reply. It means you can publicly show how great your customer services teams are. You might find that customers go full circle and end up becoming positive ambassadors once you’ve helped them via Facebook.


Understand the people you’re communicating with

Keep it short and simple where possible. People don’t always want to read paragraphs of overwhelming information, so stick to the key points. If possible, involve other residents in producing materials or vetting them before you publish to embrace the community element. Let them know what you’re going to tell them, then tell them, then tell them what you’ve told them. Make sure your message is simple and clear without jargon or acronyms. If you want someone to take action, make this very obvious in your comms.

Ask industry experts to spread the word, for example, Facebook live

People don’t like to be told much these days, but if a piece of communication is enticing or fun, people find themselves drawn in without realising it. You might choose to do a Q+A with an industry expert on preventing mould, saving energy, or dealing with neighbourhood problems. This enables people to get involved with the message, and show your tenants you’re listening to their concerns.

Struggling to get messages across effectively? Contact us today and let us help you.


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