The Brief
Carr Communications has worked with the Residential Tenancies Board (RTB) since 2018. At the time, the public and media’s perception of the RTB was limited and frequently misinterpreted. Housing was and remains a contentious issue in public and political discussions, with many competing voices and divergent views on solutions to the housing crisis.
Our brief was to support the RTB with strategic communications and media relations, to help clarify its complex role and remit and improve its interaction with the media, creating greater awareness and understanding and enhancing the overall perception and reputation of the organisation.
Our Solution
Through in-depth audience analysis and targeted messaging workshops, we worked with the RTB to improve the organisation’s profile and create an understanding about its role among audiences and stakeholders. We also enabled the RTB to strategically redirect their communications, ensuring that messages reached the right audiences through the most effective channels. Complex information was transformed into engaging narratives that resonated with target groups.
The launch of the RTB’s Rent Index reports, in which we played a key advisory role, was seen as a strong, proactive opportunity to improve the profile of the RTB, positioning it as an authoritative voice on trends in the Irish rental market. We also redefined the RTB’s approach to social media, improving their organic content.
We support this through regular media analysis and coaching which provide valuable insights and learnings that enable the RTB to continuously improve their communications and media responses. Additionally, we have prepared the RTB team for various high-profile political engagement opportunities, including appearances before the Oireachtas Committees.
Results
The impact of our work with the RTB communications team is primarily reflected in the vastly increased awareness and understanding of the RTB’s role. The strategic communication framework we developed for RTB, particularly during transformative phases, has led to enhancing its reputation and effectively communicating its role and mission.
The impact is also seen in the significant increase in media coverage and queries that the RTB receives. For example, in 2023, we handled almost 250 media queries on behalf of the organisation and saw the RTB receive over 3,000 mentions in the media, reaching an audience of 473 million.