There was plenty to take in at this year’s National Housing Federation Comms and Influencing event on 22 January. It felt timely too. After a period of major policy announcements and with a new ministerial team now settling in at Whitehall, the focus has shifted firmly to delivery.
Local and devolved elections are just around the corner, and the countdown has already begun to the General Election in 2029 – with the next Spending Review due in 2027. What the housing sector does next, and how it shows its impact, will matter more than ever.
Clear and credible voices
Rhys Moore of the NHF, who chaired the morning session, set the tone by calling for clear and credible voices that can cut through complexity and show the difference housing providers are making. That theme carried throughout the day.
Kate Henderson, Chief Executive of the NHF, was clear that government now wants to see how long-term funding is improving homes and lives, not simply increasing supply.
Tailored political engagement
Danny Thorpe from Clarion explained how tailored political engagement, especially through site visits, has helped strengthen relationships with MPs since the General Election in 2024.
Issy Bull, formerly a special adviser to Angela Rayner and now at the New Economics Foundation, reinforced the value of human stories backed by strong evidence when making the case for continued investment.
Tell us a story…
Storytelling was a major focus. Polling expert Jack Airey from Public First shared insight into public concerns around allocations and affordability, and reminded us that messages grounded in family stability and security resonate most strongly.
Natalie Tate from the Joseph Rowntree Foundation echoed this by warning against relying too heavily on economic arguments. Instead, research shows that the public responds more powerfully to stories about health and wellbeing.
AI: guided by humans
AI was another theme. Fiona Capel from whg demonstrated how her team uses AI for planning, audience insight and scenario modelling, while Monique Duchen at emh highlighted the importance of transparency and governance when using AI tools to engage residents. Both made it clear that AI can support better communications, but only when guided by strong human judgement.
Finally, it was encouraging to see the continued enthusiasm for authentic resident stories. User generated content is becoming more influential with stakeholders because it shows real life, not carefully curated spin.
There was a lot to digest from an excellent day. The most important message for me is that 2026 will require communications grounded in people’s experiences, supported by evidence and delivered with confidence. As we remind ourselves daily, the sector has no shortage of powerful stories to tell. We must harness that power and do residents justice.
Stuart Macdonald is Managing Director at See Media
If you’re thinking about how to sharpen your narrative, prove your value, or build confidence with political and public audiences, please get in touch. See Media can help you develop clear strategies rooted in real resident experience and credible evidence. Let’s talk through your priorities and how we can support you with practical, strategic advice: hello@see-media.co.uk.
