Posted in PR and Communications, Events,
Last month, we were privileged to host the latest in our series of sector-focussed breakfast roundtables at The Ivy Club in London. This edition brought together senior communications and corporate affairs leaders from across the built environment sector - including real estate, infrastructure and housing – and it proved to be a real treat.
Our discussions spanned an array of topics including the evolving role of communications in the built environment, how the industry is adapting to emerging technologies and how corporate affairs teams are helping to shift public expectations in the crucible of a rapidly changing media and political landscape. Here's what we learned:
Across the built environment, public affairs nous has become just as critical as media expertise. As planning and policy pressures mount, firms have found themselves under greater scrutiny and with more requirement to engage with political stakeholders. Many, however - especially those that are privately owned or US-backed - remain hesitant to speak publicly. In response, agencies and in-house teams alike are bolstering public affairs bench strength with more specialist resource and strategic counsel.
There was candid reflection on how the property and infrastructure sectors are viewed: often as slow to adapt, risk-averse and too internally focused. While our attendees unanimously agreed there is a clear opportunity to reset that narrative, to do so leaders must tell stories that resonate beyond traditional B2B audiences, engage emotionally and demonstrate tangible, real-world impact. Legacy developments like the Olympic Park were cited as successful case studies in bolder, more public-focussed campaigns.
Hybrid work is here to stay but it brings different challenges. Our guests agreed universally that junior talent learns best through in-person collaboration and ‘workplace osmosis’ yet that flexible working is also essential for retention and performance. The office must become a purposeful destination - and internal communications is a critical strategic tool in achieving that rather than simply a back-office function, particularly during periods of transformation and change.
Concerns were raised about inter-generational fissures within teams. Hybrid models can hinder knowledge-sharing while the perception is that younger staff often lack structured support or development, with proper upskilling in things like AI literacy is vital. Interim or freelance consultants are seen as increasingly valuable contributors to this process - bringing fresh thinking, specialist expertise and an agile approach to internal and external challenges.
The traditional media landscape continues to fragment, with podcasts, influencers and Substacks gaining more traction than ever before. Communications professionals are adapting to this environment, increasingly pitching directly to individual journalists and creators rather than relying solely on established outlets.
A recurring theme was the need for the built environment narrative to shift gears beyond investors and B2B audiences. The sector plays a crucial role in placemaking, sustainability and infrastructure yet this is often poorly communicated to the public. Leaders must articulate a clearer, more compelling narrative about the value they create for communities and society.
We’d like to thank everyone who took part in this insightful discussion. If you're a senior communications leader working in the built environment or any other sector and you’re keen to connect with freelance and interim communications talent, please get in touch with our team at The Work Crowd.