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In today’s world of constant mass media bombardment, social landlords would be forgiven for thinking that good old fashioned newsletters are a waste of money - destined for the recycling bin without a second glance. Surely the internet is the only way to communicate with tenants now?

Not necessarily. One local authority has found that even in this multi-media age, print is an effective way to establish a two-way relationship with tenants. Southampton Council’s tenant participation unit has been publishing its quarterly newsletter, Tenants’ Link, since 1989, and it has no intention of stopping.

The aim of the magazine, each issue of which costs the council £12,450 to publish and distribute, is to report housing news and information and provide a platform for tenants to celebrate their achievements and successes, voice their concerns or raise queries through interviews with staff and councillors.

Residents are involved in all stages of the magazine’s production. Each issue is overseen by an editorial board of tenants and housing staff who work together with a professional copywriter to determine the look, feel and content of the publication. Content isn’t printed until tenants sign it off.
The magazine has now been shortlisted in the best magazine category at the Chartered Institute of Publication Relations PRide Awards. Next month residents will join housing staff at the regional awards event in Southampton.

Although the newsletter is available on the local authority’s website, most people living in the council’s homes don’t access the internet. In fact, according to government figures, 10 million people in the UK have never used the web. Four million of these are among the most socially and economically disadvantaged.

Put it in print

Print is therefore the best way for social landlords to ensure their news is reaching all tenants, and it’s not just Southampton Council that’s recognised its value.

Inquilab Housing Association, a black and minority ethnic social housing provider in London, is another social landlord that’s involving its tenants through print. Earlier this month it set up a tenant panel to contribute story ideas to its regular newsletter Inquilab Voice.

Meanwhile, Two Saints, which offers accommodation, support and learning services to homeless people across Hampshire, West Berkshire and Oxfordshire, launched its new magazine, Involve, this month. Its editorial panel is made up of staff and clients.

In Southampton a copy of Tenants’ Link is posted through every tenant’s letterbox; a gesture that is much appreciated - a review day conducted earlier this year with a sample group of around 20 tenants showed the magazine is well read and valued.

All of the tenants at the event said they found Tenants’ Link easy to read and understand and 50 per cent stated that they would like to receive it more regularly.

‘It’s crucial that tenants are not just consulted but are fully involved with the whole publication process - it makes the magazine much more popular with the readers,’ says council tenant Chris Morris, who sits on the editorial board. Tenants’ Link includes features that aim to inspire readers to realise their aspirations, take pride in their communities and challenge the stereotypes of tenants and council housing.

‘Our latest issue features a tenant who is a foster parent, a 77-year-old who is studying for a PhD and a tai chi class for pensioners,’ says Ms Morris, who’s keen to see other tenant-led magazines being established.

Nick Murphy, executive director of neighbourhoods at Southampton Council, says: ‘Publicising tenants’ achievements and encouraging others to make positive changes to their life, home and neighbourhood will save us money in the future.’

The magazine recently featured the tenants and residents’ association in the inner-city Holyrood estate which has been awarded £100,000 of lottery funding to develop a new play area for children and young people. ‘Encouraging more tenant groups to bid for funding - by profiling success stories like this one - helps to draw funding for the city that the council may not be eligible to bid for,’ says Mr Murphy.

Four tenants sit on the Tenants’ Link editorial board, but they rotate every edition to enable as many residents as possible to get involved. A shadow board is open to all tenants and leaseholders who want to feed ideas for the next issue and provide feedback on the previous one. On average more than 20 tenants get involved each year.

Keep it reader-friendly

As well as ensuring it is accessible and interesting for other tenants, residents claim they also gain confidence and skills as a result of their involvement with the publication process.

‘We are offered training to develop skills such as photography and how to write in plain English, which have really helped me develop as a tenant representative,’ explains Paul Anders, a council tenant from the Weston area of Southampton who sits on the editorial board.

‘I’m so pleased to have sat on the editorial panel and played a role in producing Tenants’ Link,’ concludes Mo Simmons, another tenant who’s involved in the magazine. ‘I think it’s a really good read.’