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PROPERTY 57
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managing corporate reputation and influencing shareholder opinion.
Identifying these issues and building a campaign around them is
where any good agency starts a client relationship. The foundations of
this relationship are simply issues-led and driven.
Yes of course our own sector has its own perception issues. From the
Property downturn, slowdown, correction or
sharp-suited property developer to the smooth-talking architect, there
recession. Does it really matter what we call it? For is a public view of the property market which paints a tainted picture.
those of us of a certain age, normal service has been
Throw in rogue traders (once ‘cowboy contractors’) and OFT reports
resumed. Whatever the cause, the property cycle of
into rigging and you can see where image management (or some
growth followed by a fall, is a given. In our industry,
might say PR) comes into play.
the real skill and the real profit is for those brave
Industry reputation is all about image and the property market is no
enough to call the top and the bottom of this cycle.
different. What could be different is simply the individual or corporate
Risk and reward as always.
personality which reflects this image. And the image, corporate or
project, reflects the brand and the values each brand supports.
But why am I so blasé? We all know that in business, there are factors
outside our control which impact hugely on our investment and
Mentioning the B word is risky these days. But branding is a bit like PR.
lifestyle. We know that causes of an economic cycle may be difficult
It’s not fluffy and it’s not spin. It sits at the heart of any marketing
to predict. We know that some risks are too great and that next time
strategy and investment. And any marketing investment, especially in
property values plummet, the media will find another phrase to
the property sector, has to relate fundamentally to the core brand
replace ‘credit crunch’.
personality and the values that drive it. Build these foundations
I’ll tell you why. In the world of managing perception and reputation (or
correctly and communications planning becomes less stressful and
some might say PR) the property market’s volatility is a false barometer.
more fun.
What really matters is what people think and, as the Northern Rock
fiasco showed, poor PR can lead to panic. So how can a more
So forget the recession. Recessions come and they go and nothing
strategic approach to communications planning help?
will change this. Regardless of economic cycles, focus on what
people think and how you may be able to shift and shape opinion,
First and foremost, we have to persuade our clients to lose their own
build reputation and, the Holy Grail, build equity into your brand. In our
perception of PR as something that sits between the spin of Alastair
world, this helps to clearly differentiate a major project or business from
Campbell and the fluff of Ab Fab. Agreed, PR has its own perception
its competition.
issues to manage. But in the property and construction sector, shifting
and shaping project perception or corporate reputation is serious stuff.
Quite simply we are all in the communications business. And in
business, choosing which form of communications tool is used to drive
Unlike the last recession, there are now CEO’s and FD’s who recognise sales is vital. As you’d expect, I prefer the more subtle and indirect form
the value of strategic communications planning (or some might say of shifting and shaping perception (or some might say PR) but there is
PR). There are those advising main board directors on which issues room for us all around the boardroom table. What is important is that,
need to be addressed, in which order and preferably before they whether we are in a time of economic uncertainty or ecstasy, this item
impact on the bottom line. remains firmly on the main board agenda of every business.
Issues might be project-related, such as securing planning consent or Source: Martin Winch, M&N Communications
launching a new shopping centre; or the issues could be all about
www.mncommunications.co.uk
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