One year ago, I packed up my life and said goodbye to everyone and everything I knew. With a one-way ticket to London and two heavily-packed suitcases, I boarded my flight feeling both excited and nervous.
Just days after arriving (and still recovering from jet-lag) I interviewed with Social and the rest was history. I wanted to work somewhere that aligned with my value of delivering work with a positive social impact – and Social offers exactly that.
Diving into a new sector
Coming from a corporate communications background in New Zealand, I’d worked across a broad mix of sectors – finance, technology, sustainability – but here I’ve had a crash course in housing, especially when it comes to just how UK-specific this sector is.
First, the acronyms. Whether it’s policies, initiatives, or organisations, the housing sector loves an acronym. While this took a bit of getting used to, it’s something I’ve certainly gotten the hang of now and have even grown to appreciate.
Secondly, many things which define the housing market in England (and in some instances, the UK), don’t really exist in New Zealand, or at least not in the same capacity. This includes the likes of Right to Buy and Stamp Duty Land Tax – the list goes on.
Thirdly (and perhaps most impressively), housing is now often recognised as key priority in the UK, as demonstrated by this year’s Government Spending Review. The housing crisis is impossible to ignore – with the shortage of affordable homes, rising homelessness, construction skills shortage, and high rent prices, especially in London, where I have experienced it firsthand.
In saying this, what has really stood out to me is how aligned the UK housing sector seems is in its purpose. There is a clear, collective belief that housing should be classified as national infrastructure, placed high on the political agenda, and tackled through collaboration, innovation, and of course, more funding.
It’s refreshing to see a sector with organisations all riding the same wave – albeit using slightly different tactics.
Understanding the UK media landscape
Back home in New Zealand, the media landscape is scarce, to say the least. There are only a handful of major publications and trade press is still an up-and-coming space.
When it comes to pitching, the stories told often need to be people-first and case study-led, not to mention Kiwi journalists love an exclusive, and in many cases won’t cover a story unless they’re offered it. Sponsored content is also a growing space, where it is often pay-to-play to get a story across the line.
In comparison, the UK is a different beast entirely. There are thousands of publication of all shapes and sizes – you’ve got broadsheets, tabloids, and an impressive selection of trade titles – especially in housing. These publications are incredibly well-informed, detail-driven, and widely read by key decision-makers and stakeholders in the sector.
And then there’s the political leaning of publications. While we have some of that back home, it’s nothing quite to the scale you see in the UK.
But it’s not only the publications I’ve become familiar with, I’ve also picked up on some of the finer PR ‘do’s’.
One small but amusing difference is how the UK say ‘press release’, whereas in New Zealand, we’d say ‘media release’. Tiny detail, but one of many subtle shifts I’ve had to get used to.
I’ve also noticed a unique approach to newsjacking with Government announcements. During events like the Autumn Budget or Government Spending Review, key headlines often get non-officially but intentionally released the day before or morning of. This means that many of the golden opportunities to react in real-time actually come before the official announcement.
Working at Social
Joining Social has not only given me a crash course in UK housing and media – it’s enhanced the way I think about business. Before I joined, I had a vague idea of what a B Corp was (my original definition was that it’s “a good business that does the right thing”). Now I know it’s a certification for businesses that meet high standards of social and environmental performance, transparency, and accountability. Being part of a B Corp business is something I’m proud of and am on a journey of learning more about.
Another highlight is the people. With teams based across the country, I’ve had the chance to visit Manchester and Leeds to make new connections, hear about different clients and projects, and learn some of the regional slang (which is a whole other story in itself!).
It’s hard to believe how quickly the past 12 months have gone. Moving across the world and starting fresh in a new country, new job, and entirely new sector was a huge change – but it’s one I’d make again in a heartbeat.
If you’re keen to hear more about my time at Social, the cool work we do, or even want to learn some Kiwi slang, feel free to contact me annalyce.whittaker@social.co.uk
Annalyce Whittaker, Senior Account Manager
