Overview
Housing association Torus is the North West’s biggest provider of affordable homes and we have worked with the organisation since 2008 when it was known as Liverpool Mutual Homes.
Having carried out a large merger taking its properties under management to 40,000 Torus wanted to have a stronger presence and louder voice on a national level to influence the debate and deliver more positive change.
Torus also wanted the communications to reflect the scale of its work as a community regeneration and growth organisation that has £1.1bn of asset value owned and managed, £200m turnover, employs over 1,500 people and is building 5,600 homes.
Their approach to strategic media management is excellent
The Comms Audit 360° process
Using our Comms Audit 360⁰ process we analysed all aspects of the organisation’s communications from content planning, internal operating systems and key messaging to identifying target audience groups, tone of voice and measurement benchmarking.
AUDIT
COLLATE
RESEARCH
STRATEGY
REPORTS
We held an audit workshop with the Executive Management Team, Director of Strategy and Communications and the Strategy and Public Affairs department to understand in detail the specific aims of not just the request to position the organisation on a national level but how this would complement the existing corporate plan.
We also discussed and questioned the rationale of its targets for the communications work:
Promote six key themes of the 2021/26 corporate plan
Demonstrate delivery, success and capabilities
Influence change and shape policy nationally
Support lobbying work of Strategy and Public Affairs department
Attract partners and government support
Position Torus at heart of inclusive growth agenda
Make Torus the NW’s pre-eminent housing organisation
Give tenants a strong voice
Change the perception and reputation of RPs
We researched all aspects of the organisation’s existing communications measuring the appropriateness against Torus’ priorities and developed a strategy based on this insight to create a new approach that would achieve the required results.
Recommendations Report
A highly detailed report was written and supplemented with a series of individual advisory documents to operate as a reference point and ongoing practical guide.
Separately a range of key guiding documents were also produced: tone of voice, key editorial messages, national target audiences, national news requirements.
To supplement this, we delivered training sessions for Torus’ Executive Management Team and Senior Management Team about what does and doesn’t make a national editorial story, the new requirements and how information should be provided to the in-house communications department.
A presentation was given explaining how the proposed new strategy to achieve a national profile could be met and included:
Connecting the editorial to the corporate plan
How isolated and reactive communications pieces would be replaced with editorial based packages underpinned by extensive planning
Instead of one-off press releases, communications would focus on themes linked to the corporate plan
Different departments within the organisation would be included wherever possible for a
co-ordinated Torus Group approach
Communications and media protocol
Reputation management protocol
Target audience groups and segmentation
Target media groups
Market and media identification
Key messaging
Tone of voice
Content planning and delivery
Forward plan calendar
Measurement and evaluation benchmarks
Connecting the editorial to the corporate plan
How isolated and reactive communications pieces would be replaced with editorial based packages underpinned by extensive planning
Instead of one-off press releases, communications would focus on themes linked to the corporate plan
Different departments within the organisation would be included wherever possible for a
co-ordinated Torus Group approach
Communications and media protocol
Reputation management protocol
Target audience groups and segmentation
Target media groups
Market and media identification
Key messaging
Tone of voice
Content planning and delivery
Forward plan calendar
Measurement and evaluation benchmarks
Rich editorial packages would be bespoke to each media group being targeted and comprise of:
Press releases
Op-ed comments
Human interest case study features
First-hand tenant accounts
Media visits and interviews
EMT positioning
Presentations to accompany speaking opportunities
Emails to stakeholders
Professional editorial photography
Infographics, visuals and video
White paper insight pieces
Timed to support the Strategy and Public Affairs department’s lobbying
Inclusion of stakeholders
Approved content tailored for website and social media
Communications and media protocol
Reputation management protocol
Target audience groups and segmentation
Target media groups
Market and media identification
Key messaging
Tone of voice
Content planning and delivery
Forward plan calendar
Department integration
Measurement and evaluation benchmarks
We have worked with Duncan since 2008 and he offers a dedicated strategic media management service to us.
We have seen our profile in the media increase both locally and nationally thanks to the hard work of Duncan.
The strategic approach to both proactive and reactive media management is excellent.
Steve Coffey
Chief Executive, Torus