This chapter discusses the communications challenges and how the industry and the individual associations are responding; it first maps out the background and the public policy context. Given the changing and conflicting demands, a number of housing associations have invested in redefining their objectives and values. They are finding it increasingly important to reassert and communicate their social purpose. With so many high-profile mergers between associations now in place or in planning, there are a number of important communication lessons to be drawn. Given the amount of change in the housing association sector, there is a very significant issue management agenda. This can arise from poor quality new build through to the perceived unfairness of the treatment of individual residents or changes in services as associations improve efficiency. Given the pressure to improve efficiency, it is perhaps surprising that housing associations have not been faster adopters of online services and social media.