Making mixed-use developments happen: PR’s role in building success
The UK has more than 5,000 mixed-use developments – and the trend only looks to be on the rise.
Mixed-use developments are happening in every major city as places cater for our evolving work-life preferences and respond to the country’s housing needs.
Traditionally, mixed-use features residential above retail space. But developments are becoming increasingly diverse. Seamlessly combined, many offer hospitality, retail and education spaces, as well as other complementary facilities.
This approach to development can offer more sustainable living with multiple amenities in one location, often near transport hubs. Green space frequently features too, and many mixed-use developments revitalise existing sites, bringing new life to vacant or historic buildings.
A key trend driving this shift is the demand for flexibility. As remote and hybrid working become the norm, people want to work and enjoy leisure activities, without the lengthy commute. Mixed-use developments offer an ideal solution, combining these within a single locale.
As professionals return to cities in increasing numbers, the importance of mixed-use development is only likely to grow.
Where does PR come in?
Understanding and reaching the many different audiences these developments serve requires a structured approach to PR.
At the very start, your stakeholder engagement and community consultation campaign is key to securing early support, and potentially planning permission, for development.
As spaces begin to take shape, it is important to reach those impacted by the work – neighbours and key stakeholders – as well as starting to build a profile amongst potential new tenants, from businesses looking for office space, to operators of your gym or hotel, to residential tenants.
Having a clear, connected and open communications approach helps massively here. The stories you tell are crucial too, as each will speak to these different groups. A creative approach to sharing your development’s benefits is needed.
We’ve a tried and tested approach to creating engaging and impactful content: CHATS. Your content should cut to the chase, have a human angle, consider your audience, be timed for the right moment, and offer a solution. Read more about the method here.
For example, to showcase The Forum, the £107m regeneration project in Gloucester city centre, we offered an interview with crane operator Luke, who had a birds-eye view of the space taking shape. Giving a personal and human perspective on the development, the story was an important vehicle to help us to share updates on The Forum.
It was engaging, exciting and relatable.
Building buildings... and reputations
A considered PR strategy can enhance the development’s and your company’s reputation too. Positive media coverage and engaging storytelling positions your development as a desired destination.
As well as again reaching potential tenants and visitors, a strong reputation is crucial for building trust and credibility. This, in turn, can lead to increased interest, higher occupancy rates, and ultimately, greater long-term success.
PR that works: don't just take our word for it
We’re working with partners in Gloucester to tell the story of the city’s most significant regeneration project – The Forum.
We have generated hundreds of positive items of media coverage about the project. This helps build support from local members and businesses, consolidating The Forum’s position as a key part of Gloucester’s cultural and economic future.
Get in touch if you’d like to discuss how we could support you.
Written by
Header photo: the bridge being installed between buildings at The Forum, Gloucester.
Sources:
- Sirius Property Finance: https://siriusfinance.co.uk/north-east-is-the-mixed-use-property-hotspot-of-england/
- University College of Estate Management: https://www.ucem.ac.uk/whats-happening/articles/mixed-use-development/
Share
Latest news & insights
Inspiring news, insights and comments from our Distinctive team.
