Working with trade media

Housing trade media (titles like Inside Housing, Housing Today, Social Housing) play an important role in showcasing best practice and influencing sector thinking. These outlets reach housing associations, local authorities, planners, developers, policymakers and sector professionals.

Below are simple, effective tips to help secure coverage.

Understand what trade media want

Housing trade journalists look for:

  • Innovative practice – something that stands out or offers a new approach
  • Evidence of impact – data, outcomes or measurable change
  • Sector relevance – how your work addresses housing challenges nationally or regionally
  • Partnerships and delivery models – especially those that can be replicated
  • Insights from experts – commentary from RHEs, ACRE or partners

Stories with a clear learning point, industry relevance or policy link are most likely to be picked up.

Framing your story

Trade media readers are sector experts. They appreciate:

  • Clear explanations of local need supported by data
  • Details on how the scheme was delivered (RHE role, partners, land, planning)
  • Information on funding routes, tenure mix, design standards or sustainability features
  • Insights that could inform future rural housing projects

Focus on what others in the sector can learn from your work.

Strengthen your press release/pitch

For trade outlets, enhance your content by including:

  • A strong, evidence-led introduction
  • One or two statistics (e.g., identified need, delivery numbers, energy savings)
  • Quotes from (we’d normally suggest one or two quotes per release):
    • RHEs (expert insights)
    • Housing association partners
    • Parish councils (the community angle)
    • ACRE spokesperson
  • Details of delivery challenges and how they were overcome
  • A link to wider policy issues (e.g., rural affordability, net zero)

Offer insight, not just news

Trade media are often more interested in commentary than pure project announcements.

Consider offering:

  • A short opinion piece (300–500 words) from an RHE or ACRE
  • A "lessons learned" angle from a completed scheme
  • Data-led insights from a Housing Needs Survey
  • Commentary on rural housing challenges in your region
  • A joint piece with a housing association or local authority partner

These outlets value expert voice, so don't underestimate the value of RHE knowledge.

Build connections with relevant journalists

Create a small list of trade journalists who cover:

  • Affordable housing
  • Rural or community housing
  • Planning and development
  • Sustainability and net‑zero housing

You can approach them with:

  • An offer to provide comment when rural issues arise
  • A short pitch by email

Be selective - quality is better than quantity.

Supporting material

For trade media, useful extras include:

  • High‑quality project photos
  • Infographics showing housing need or survey results
  • Links to reports or survey summaries
  • Quotes from partners or local leaders

Trade media may request:

  • Interviews
  • Data clarification
  • Additional photos
  • Quotes on broader issues

Respond as quickly as possible- journalists work to tight deadlines, and fast replies increase your chances of being featured.