Crisis-Proof your Brand with Expert Property PR

Crisis management is a delicate art, our expert property PR specialists are skilled at navigating you through difficult times.

The property industry is often seen as a stable, lucrative sector that promises significant returns for those involved. However, like any industry, it’s not immune to crises. Whether it’s a construction delay, a legal issue, or a sudden market shift, property companies can find themselves in the midst of a storm that threatens their reputation, customer trust, and financial stability.

This is where property public relations (PR) comes into play. An expert property PR company is not just essential for promoting the good news — it’s equally vital when things go wrong. In fact, expert property PR is often the difference between a crisis being managed and a crisis spiralling out of control.

The Role of Expert Property PR in Crisis Management

Crisis management requires a nuanced approach, and experienced property PR professionals are adept at handling the complexities of public perception during challenging situations. Here are six key things a good PR company will do to help smooth over a crisis:

1. Immediate Response and Communication

In a crisis, timing is everything. A PR company will quickly step in to craft a measured, clear, and authoritative response. They will ensure that the right message is communicated promptly, minimizing the risk of misinformation or confusion. Whether it’s a media statement, a press release, or a direct communication with stakeholders, PR experts know how to control the narrative from the outset.

2. Managing the Message

A PR firm will help control the narrative by framing the situation in a way that minimizes damage. For example, if a development project is delayed, a PR team can emphasize the company’s commitment to quality and safety. This reassures customers that the delay was due to unforeseeable circumstances and will result in a better final product.

3. Media Liaison

During a crisis, the media can be either a friend or a foe. PR companies have established relationships with journalists and know how to handle the media during high-stakes moments. They will act as the intermediary, ensuring that any coverage is balanced and positive. Additionally, protecting the company from hostile or biased reporting.

4. Stakeholder Communication

Beyond the media, companies need to communicate with a range of stakeholders including investors, clients, suppliers, and employees. A PR team will ensure that all groups are informed in a consistent, transparent, and supportive way. This maintains confidence in the company during tough times.

5. Crisis Recovery Strategy


PR professionals don’t just manage the crisis itself — they also help plan for recovery. This could involve organising events to rebuild trust, issuing follow-up statements to provide updates, or rolling out a long-term reputation management plan to ensure that the company emerges stronger than before.

6. Brand Reputation Monitoring

After the crisis has passed, an expert property PR company will continue to monitor public sentiment and media coverage to track the long-term effects on the company’s reputation. They will keep a close eye on social media, online reviews, and news outlets, ready to intervene if necessary and ensure that any lingering negativity is addressed.

Case Studies: PR Companies That Saved Property Firms

To illustrate the power of PR in crisis situations, let’s look at two UK property companies that were able to recover from potentially disastrous situations thanks to expert PR management.

1. Lennox Developments

Lennox Developments, a prominent property developer faced a major crisis in 2017 when one of their newly completed luxury apartment blocks, “The St. James Residences,” experienced significant structural issues just months after residents had moved in. The residents reported cracks in the walls, faulty plumbing, and concerns over the overall safety of the building. Soon, news outlets picked up the story, and social media went into a frenzy, with several residents sharing their negative experiences. The developer was now facing a potential public relations disaster.

In this case, a property PR company played a pivotal role in managing the fallout and Lennox Developments was able to minimise the damage caused by the scandal. The company successfully managed the media coverage, addressed residents’ concerns, and ultimately emerged from the crisis with a stronger commitment to quality and transparency.

2. Persimmon Homes

Persimmon Homes, one of the UK’s largest homebuilders, faced backlash in 2018 over issues relating to the quality of its homes and controversial bonuses paid to its executives. The negative media coverage put the company under intense pressure. However, Persimmon hired a PR firm to help restore its reputation. The firm helped the company clarify the steps it was taking to improve construction quality, address customer complaints, and overhaul its executive pay structure. Through strategic media engagement and effective crisis communication, Persimmon was able to restore consumer confidence and limit further damage to its brand.

The Struggles of Going It Alone

Many property companies, especially smaller ones, may feel tempted to handle a crisis on their own, especially if they believe they can control the narrative internally. However, this is often a grave mistake. Crisis management requires expertise, a neutral perspective, and established media relationships — all of which a property company is unlikely to have in-house

Without the help of an experienced PR firm, companies may:

Worsen the situation by responding poorly: In the heat of the moment, it’s easy to make hasty decisions or say the wrong thing. PR experts know how to keep cool and deliver a message that reflects the company’s values while addressing the issue at hand.

Fail to control the media narrative: A lack of media relationships means the company is at the mercy of journalists. A story that could have been managed may end up spiralling out of control.

Alienate stakeholders: When communication isn’t handled correctly, investors, employees, and clients can lose trust in the company, leading to long-term damage that’s difficult to undo.

“In the middle of difficulty lies opportunity.”
– Albert Einstein

The property sector needs expert property PR services, not just for the positive press, but to support them through the tough times as well. A skilled PR company doesn’t just protect the brand — when handled correctly, it can help turn a potential disaster into a story of recovery and resilience.

Choose Proper PR – the Expert Property PR Specialists

In an environment where reputation and credibility are paramount, the importance of a crisis communications plan cannot be overstated. For property firms, where the stakes are high and crises are a constant possibility, a well-prepared communications plan is essential.

The experienced team at Proper PR provide recognise that each crisis is unique and provide tailored strategies to protect your property brand. We craft customised communication campaigns to address your specific needs, ensuring that your reputation remains intact and your messaging aligns with your brand values.