The value of PR and why it matters now
27/08/2025
It may be tempting to treat PR and marketing as superfluous extras but the truth is, the property market will turn, and when it does, it will be those who continued to invest in their visibility and reputation who are best positioned to lead the next wave of growth.
At Puttock Brown, we understand the pressures our clients are facing. We work with developers, housing associations, BTR operators, local authorities, contractors and PLCs across the UK who are navigating today’s shifting economic landscape. But one thing remains clear: when it comes to long-term success, PR is not a luxury, it’s a necessity.
The invisible power of PR
PR doesn’t always offer immediate, tangible results. But it actually does something more important than just the numbers, it builds trust. It’s what keeps your business visible when others fall silent. It positions your brand as credible, consistent and invested, regardless of market fluctuations.
In fact, the businesses that continue to communicate with clarity and purpose during downturns are the ones that outperform when confidence returns. Staying silent may feel like a safe bet but the truth is it can cause huge reputational challenges.
Speak up in a world driven by instant feedback
A report carried out by the Quoted Companies Alliance and BDO LLP shows that a significant proportion of a company’s value, around 28%, is accounted for by its reputation. In the property industry, where stakeholder voices carry increasing weight, from residents who readily turn to review platforms and social media to express frustration, to stock markets that react swiftly to reputational damage, it’s more important than ever to actively safeguard your public profile.
PR that works with you
Modern PR should not be a one size fits all approach. At Puttock Brown, we offer a truly bespoke service. Whether you need to scale up for a major launch or pare back for a specific project, our agile team can support you at every stage.
We offer a rare combination of strategic insight and creative delivery, adapting to your needs, your budget and your goals. We fill the gaps, acting as an extension of your in-house team, and bring the expertise needed to elevate your brand at exactly the right time. We don’t just run campaigns. We partner with clients, sharing goals and solving problems.
The risk of going quiet
Pulling back on PR might feel like a cost-saving decision in the short term, but it can have long-term consequences. Quite simply, brands can lose market share, reputation and even customer loyalty simply because they disappeared from the conversation when visibility mattered most.
The property industry needs to connect with individual’s hearts and minds. It is a sector where trust is everything and going quiet sends the wrong message, especially when competitors continue to show up, share their vision and shape the narrative. If you stop telling your story, someone else fills the silence. Conversely, brands that stay visible even with smaller, smarter campaigns, maintain trust and create the building blocks for the future.
Tips to keep PR momentum
- Don’t hit pause – adapt instead
Refine your strategy to be more targeted and efficient, focusing on key audiences and channels. - Consistency builds credibility
Showing up regularly, even with smaller campaigns, helps maintain trust. - Be agile, not absent
Tailor your activity to what’s happening in your business and the wider market, whether it’s scaling up or focusing on reputation management. - Communicate with clarity and purpose
During uncertainty, people seek leadership. Use your PR to show you're invested and responsive. - Measure more than metrics
Immediate KPIs are useful, but don’t lose sight of brand sentiment, stakeholder engagement, and reputation. - Use PR to strengthen internal culture too
Consistent communication boosts morale and pride within your own teams.
Get in touch- info@puttockbrown.co.uk
