I never planned a career in housing. I started in oil and gas publishing, chasing stories across the global energy sector. That led to crisis communications for drilling operations across Africa and the Middle East, and then to leading PR for one of the region’s biggest building contractors, covering projects like the UAE Pavillion at Expo 2020 and the Louvre Abu Dhabi. It was fast-paced, high-stakes and high-gloss. However, over time, I found myself wanting more than complexity. I was looking for purpose.
In 2019, we decided to return to the UK. The construction sector had shifted, my wife had a new career opportunity and we wanted to spend more time with family. We didn’t know how long we’d stay, but the pandemic made that decision for us. And in staying, I rediscovered something I hadn’t felt in a while: I was in a role where I had autonomy and the chance to put my whole self into the work. The pull of a sector where communication isn’t just about brand, it’s about belief too.
Housing had always been there in the background. I grew up in a ‘council house’ and saw firsthand the stability it gave us. However, it wasn’t until I joined the sector that I realised just how central good housing is to everything: education, health, safety, opportunity. At Bromford Flagship, I’ve been privileged to lead external affairs across one of the UK’s largest housing associations, using communications not just to tell stories, but to shift systems. That might mean shaping government policy, challenging stigma or sharing human stories with both clarity and care.
What’s most rewarding is that everything we do reflects the real meaning of place. We’re not selling components. We’re enabling people to thrive, through homes, relationships and long-term investment in communities. That gives our words weight. It makes us accountable. And it’s what makes the work matter.
For anyone in PR or public affairs looking for something deeper, something that challenges you professionally while feeding your values, I can’t recommend housing enough. There’s definitely complexity here, but also clarity of purpose. And once you find that, it’s quite hard to walk away.
