Housing communications teams play a central role in building trust, explaining difficult decisions and protecting reputation. But there is limited shared evidence on how the function is structured, resourced and involved in decision-making across the sector.
That’s why See Media and Inside Housing have launched the Housing Communications Benchmark Survey 2026 to create a clearer UK-wide picture of communications influence, capability and future readiness.
Take part
The survey takes around 10 minutes to complete and will help build a stronger evidence base for housing communications across the sector.
Why benchmark housing communications now?
Housing organisations are communicating under sustained scrutiny. Residents expect clear answers and visible accountability; regulators, politicians and the media expect organisations to understand risk and respond quickly; senior teams need communicators who can offer judgement before decisions are made, not simply explain them afterwards.
That makes communications capability a business issue. Where teams have early access to leadership, reliable audience insight and clear escalation routes, they are better placed to anticipate risk and help organisations communicate with purpose.
What does an effective housing communications function look like?
We know there is no single model for effective housing communications. A large national housing association will need a different approach from a smaller local provider or council housing service. Meaningful benchmarking must therefore look beyond team size.
The benchmark will explore whether communications teams can influence decisions early, use resident and stakeholder insight, manage reputational risk, support leaders during scrutiny and demonstrate the difference their work makes.
Five areas of communications capability
To provide a detailed insight into the communications function, the benchmark will focus on five core areas:
Strategic influence
The research will explore where the most senior communicator sits, how early the team becomes involved in major decisions and whether communications is viewed as a strategic function or mainly a delivery resource.
Resident communications
Organisations need to understand what residents need, make content accessible and show how feedback affects decisions. The survey will examine the use of resident insight alongside confidence in current communication.
Reputation management
The benchmark will look at emerging risks and how effectively organisations engage important audiences including residents, communities, regulators, elected representatives and journalists.
Crisis readiness
A written plan has limited value if nobody has tested it or understands their role. The survey will examine planning, escalation, leadership confidence, media training, scenario exercises and emergency arrangements.
AI and digital maturity
The survey will look at how AI is being used, what safeguards are in place and whether teams can demonstrate value without losing accuracy, empathy or judgement.
What will the research provide?
The findings will give communications leaders a stronger evidence base for conversations about influence, resources, skills and future priorities. They will also help senior teams understand where communications capability supports trust, resilience and organisational performance.
Participants will receive early access to the findings and an executive summary of the final report. Subject to the final methodology and sample size, the research will also provide opportunities for organisations to understand how their approach compares with sector peers.
The benchmark is intended to support practical conversations about communications influence, resident trust, reputation, preparedness, skills and investment, not just add another set of sector averages.
A benchmark will only be useful if the sector takes part
The quality of the findings depends on hearing from a wide range of organisations, including housing associations, local authorities, ALMOs, for-profit registered providers and other housing organisations across the UK.
Whether your communications function is well established, in the process of developing or newly formed, your experience matters.
Take part
Share your organisation’s experience and help create a clearer picture of communications influence, capability and future readiness across housing.
