When The SEA Forum appointed Frontier PR, it had a clear ambition: to become the recognised voice for responsible providers of supported exempt accommodation and champion higher standards across Birmingham.

Through a strategic communications programme, Frontier PR is transforming The Forum's public profile, building credibility with journalists and stakeholders and the wider housing sector.

Today, The SEA Forum is better positioned to influence debate, respond to media scrutiny and represent ethical providers operating in one of the UK's most challenging housing environments.

The challenge

Supported exempt accommodation in Birmingham operates within one of the UK's most scrutinised housing markets.

With more than 33,000 bed spaces provided by dozens of organisations, public debate has often been dominated by concerns around poor-quality accommodation and inconsistent standards.

The SEA Forum represents providers responsible for approximately 15% of Birmingham's supported exempt accommodation market, yet lacked the visibility and influence needed to demonstrate the positive work being undertaken by ethical providers.

Without a clear communications strategy, The Forum faced several challenges:

• Limited awareness among policymakers, journalists, and key stakeholders.

• No consistent public voice representing responsible providers.

• Low visibility despite representing 15% of Birmingham's supported housing sector.

• A need to distinguish ethical providers from poor practice elsewhere in the market.

The Forum needed a strategic communications partner capable of building trust, strengthening reputation and creating influence.

The Frontier PR Solution

Frontier PR developed and delivered a comprehensive communications strategy from the ground up, creating the foundations for The Forum to become a more respected industry voice.

Working closely with The Forum's leadership, Frontier PR identified priority stakeholders, mapped key audiences, developed clear messaging, and established communications objectives aligned with The Forum's ambitions.

Frontier translated The Forum's mission into ten clear principles, providing members, stakeholders, and the media with a straightforward understanding of what the organisation stood for.

Rather than reacting to events, The Forum was better equipped to shape and influence the debate.

To support this strategy, Frontier PR:

• Designed and launched The Forum's first professional website.

• Rebuilt its social media presence.

• Developed messaging that reinforced The Forum's commitment to raising standards.

• Created opportunities for initiative-taking engagement with journalists.

• Positioned The Forum to contribute meaningfully to discussions around regulation, quality standards, and the future of supported housing.

How did Frontier PR deliver value?

Frontier PR's work extended far beyond media relations.

We helped create an authoritative public identity for The Forum, enabling it to speak more confidently on issues affecting supported housing and ensuring that responsible providers had a credible platform from which to share their expertise.

By proactively engaging journalists and securing opportunities for thought leadership, Frontier PR began to balance the narrative by recognising organisations committed to quality, professionalism, and positive resident outcomes.

The Forum's Chairman, Jamie Pearson, became a spokesperson on supported housing, and a trusted source of insight for local, trade and national media, including The Daily Mail.

Most importantly, Frontier PR ensured The Forum is no longer absent from conversations shaping the future of supported exempt accommodation, with policymakers, elected representatives, civil servants and journalists increasingly recognising its role.

For supported housing providers, this also demonstrates the real value of strategic public relations in building influence, protecting reputation, and creating opportunities to shape policy and public perception.