With their budgets tightening into a vice-like grip, governments and councils continue to scrutinise spending in search of cuts. 

While it may sound cynical, both human and political nature dictate that the services most at risk are those deemed easier to reduce with minimal public fallout relative to the savings made. 

Registered social landlords in Scotland are operating at the sharp end of the housing emergency.

Charged with providing safe, affordable homes and support, often to vulnerable and under-represented people in society, it is a sad inevitability that staff and tenants are being heavily impacted. Housing support services is the latest “cost” that is now being cut to the bone by local authorities throughout Scotland. 

Funding shortfalls, budget cuts, and growing regulatory demands can require RSLs to balance urgent frontline needs with the broader challenge of keeping communities and their key stakeholders informed and engaged.

In such a climate, communications can understandably become an afterthought. 

When you’re busy ensuring tenants have a roof over their heads, that vital support services remain in place, and that your staff are properly equipped, crafting a proactive communications strategy can feel like a luxury. 

However, the reality is that in times of crisis, effective communication is not a ‘nice to have’—it’s an essential part of safeguarding your organisation and the people you serve, saving time, cost and stress in the long-run.

For many organisations, particularly those in the public and third sectors, the instinct in difficult times is to hunker down and hope the storm passes. But housing providers cannot afford this luxury. The reality is that silence rarely makes an issue go away—more often, it invites speculation, misinformation, and the risk of losing control of the narrative. 

In the age of instant news cycles and social media amplification, uncoordinated or reactive responses can lead to confusion and reputational damage. 

If you’re not telling your story, someone else will—and their version may not reflect the full picture. 

With ongoing funding constraints and an ever-growing demand for affordable homes, HAs must take a proactive approach to communicating their value and fighting for their tenants and staff.

While it may not always be possible to prevent a difficult outcome, the act of fighting for a cause carries value in itself.

Rather than responding piecemeal to media inquiries or social media speculation, a coordinated communications strategy starts with internal engagement.

Staff and tenants should be informed before a campaign reaches politicians or the press, ensuring a unified and compelling message—and avoiding a situation where they first hear about major changes from a third party.

Done right, a well-structured campaign can generate political engagement and public support. Consistent messaging, woven throughout all communications, can highlight why cuts are damaging and short-sighted—while reinforcing the organisation’s mission and purpose.

Housing providers have a choice: remain reactive, stepping in only after problems have escalated, or take a proactive stance in advocating for their most important stakeholders—staff and tenants.

This is not about spin or deflection. It is about ensuring the vital work of housing providers is recognised, and that decision-makers fully understand the consequences of funding cuts. It is about shifting perceptions—from being seen as just another service provider to being understood as integral to the fabric of life in Scotland.

Scotland’s housing crisis is not going away. Housing providers, already stretched, will remain at the forefront—supporting tenants, maintaining homes, and navigating an increasingly challenging funding landscape.

Housing associations cannot afford to be silent. The cost of inaction is simply too high. Own your story. Engage early. Communicate clearly. And above all, be an advocate for those who rely on you the most.

• Chris Fairbairn is associate director with Holyrood PR, which provides media relations, stakeholder engagement and social media support to housing providers across Scotland