The Cruden Group
The Brief
Perceptive Communicators delivers long term retained services for the Cruden Group, its divisions Cruden Building, Cruden Homes, and sister companies Queensberry Properties and Juniper Residential since 2018.
Our brief is to continue providing a one-stop shop, including PR, stakeholder liaison, crisis communication and social media support, to achieve consistent corporate messaging, position Cruden as market and thought leaders, an employer of choice to retain and attract talent and deliver real economies of scale.
Our Approach
We create maximum impact - The Cruden Group has carved out a strong reputation for being an industry thought leader. Examples include a broadcast feature interview piece on STV with the MD of Cruden Building about the safe return of the construction industry after Covid and leading the charge on implementing numerous Net Zero carbon initiatives. This played a part in Cruden being awarded ‘Large Development of the Year 2023’ at the prestigious Homes for Scotland awards.
We engage with key stakeholders - we have successfully carried out a number of key political engagements, including with the Housing Minister, Deputy First Minister and Cabinet Secretaries to raise Cruden Group’s profile as a major influencer within the industry.
We work collaboratively - with a number of partners including the Scottish Government, Skills Development Scotland and schools, colleges and universities to position Cruden as a company influencing legislation, delivering innovative new ideas and an employer of choice.
We futureproof talent - we help secure a talented workforce to ensure the industry thrives. Eg, we arranged a BBC Bitesize interview with a female apprentice plumber to highlight the sector’s opportunities.
We highlight the way Cruden are building communities not just homes - we’ve gained extensive media coverage for the work Cruden does to support communities, e.g. improving schools, nurseries, community groups, making donations or providing valuable jobs and training.