by Rebecca Morris
In an age of constant updates and online activity, every brand wants to be at the forefront of the news conversation. In striving to achieve this we can lose touch with what really matters – reality and credibility.
Writing for every industry is totally different, but in the case of clients in the built environment sector, which is one industry we specialise in, there are so many exciting opportunities to talk about real-world progress, building, and community-centric activity – as our clients constantly expand their portfolios and progress with schemes that have pivotal roles in shaping the future of society.
Hyper-relevant content isn’t about reacting to every single trend or news story out there, it’s about understanding your target and niche audiences in their own worlds – from sustainability journeys to policy changes, industry challenges and community activity – and communicating clearly and authentically within that mediascape.
Every brand has an ambition and a vision of the future it’s building, and that’s incredibly important, but the most successful brands balance ambition and reality, and communicate their journeys in a transparent and helpful way to both their industries and audiences, which is what credibility is all about.
For example, it’s one thing to talk about achieving net zero, it’s another to show what’s already being done on that journey – the pilot project, the partnerships that are making a difference for the world and moving the dial. The most effective PR doesn’t gloss over the gap between vision and progress, it narrates it clearly, communicating momentum and not perfection. If possible, helping others along the way with expert advice and thought leadership.
At Jennie Holland PR, we often remind clients that people don’t expect you to have finished the job, they just want to see that the work is real. As experts in communication, we’re here to advise on the stories you should tell and what will work.
Reputation isn’t built on how loudly a brand speaks, but how consistently it acts, and hyper-relevant content should reflect the same principles as a well-run project or scheme – clear foundations, robust materials and strong care and attention to detail.
That means aligning communications with operations – making sure what’s said in the press release matches what’s happening on-site and behind the scenes. It also means empowering people on the ground to tell the story, as the human perspective will always resonate more impactfully.
For any advice on how to improve your communications and storytelling as we approach the new year, please get in touch the team for a chat.