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Insight
We understand the built environment and how best to get your message across.
To demonstrate our expertise, we regularly produce free guides on everything from practical advice to in-depth research into a particular topic.
We also share our knowledge through blogs and webinars that cover everything from key event recaps to best practice communications advice.
Have a question about our guides? Get in touch - we'd love to hear from you.
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How AI is shaping the B2B buyer journey
AI isn’t just another channel in the B2B buyer journey – it’s quietly rewriting the whole script. Search Forward: How AI is reshaping the B2B buyer journey uncovers how tools like ChatGPT, Copilot and Perplexity are influencing who buyers discover, what they trust and how they decide.
Built on Magenta’s exclusive research with UK decision-makers, and enriched with insightful contributions from industry and AI experts, this guide lifts the lid on AI-native search behaviour. It then translates the findings into clear, practical guidance to help B2B marketers keep their brands visible, credible and genuinely useful in an AI-shaped buying world.
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Inclusive Communications Guide 2025
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M&A Communications
Mergers and acquisitions create uncertainty for employees, customers and investors. This guide explains how clear, empathetic communication protects brand value, reassures stakeholders and maximises deal success. Covering internal engagement, customer reassurance, media relations and crisis preparedness, it provides practical tools for balancing the needs of multiple audiences.
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How to create a powerful impact report
Sustainability reporting is under increasing scrutiny. This guide shows how impact reports can demonstrate responsibility, build trust and communicate priorities across people, planet and profit. It explains the essentials of credible reporting, including data, storytelling and avoiding greenwashing. With frameworks and real examples, it provides practical steps for organisations ready to turn complex information into compelling narratives.
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Guide to Account Based Marketing
Account-Based Marketing (ABM) focuses on quality over quantity by aligning sales and marketing around the accounts that matter most. This guide explains how purpose-driven organisations can use ABM to build meaningful, long-term relationships with target customers.
From insight-led account selection to personalised content and multichannel campaigns, it explores how to create focused, measurable strategies that drive engagement, loyalty and growth. Featuring real-world examples from sectors including facilities management, security and energy, the guide shows how thoughtful, data-informed communication can turn prospects into trusted partners.
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Guide to communicating workplace change
Workplace change can be exciting – a relocation, refurbishment, new technology or a shift in working patterns brings fresh opportunities. But for employees, it can also spark anxiety about commutes, desk space, or job security. This guide explores how effective communication makes the difference between a smooth transition and resistance that derails progress. It shares practical steps on planning, messaging, and engagement, from appointing change champions and using the right channels to avoiding the “five deadly sins” of change comms. If you’re leading a change project, this resource will help you keep people informed, engaged and positive.
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The good business report
Businesses today are expected to demonstrate purpose as well as profit. This report, based on interviews with 16 progressive organisations, explores how companies can embed responsibility through four pillars: people, purchasing, positioning and policymaking. It provides examples, insights and a practical cheat sheet, showing how transparency and accountability can strengthen reputation and long-term success.
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Communicating strategies for achieving REF impact
UK universities face mounting pressure to prove that research delivers real-world impact – shaping policy, driving innovation, and strengthening society. But groundbreaking work often risks being confined to academic circles. This white paper sets out how strategic communications can bridge that gap. From amplifying research for wider audiences to building campus culture, mastering sustainability storytelling, and boosting Research Excellence Framework (REF) performance, it offers a blueprint for success. Drawing on Magenta’s experience with leading institutions, it challenges universities to see communications not as an add-on, but as essential to securing funding, reputation and long-term influence.
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Generative text AI use in the UK's PR and comms profession
Generative AI has rapidly entered the communications profession, raising questions about efficiency, ethics and creativity. This white paper, produced with the University of Sussex, presents the first major study into AI adoption across the UK PR sector. Based on surveys and interviews, it explores how practitioners are using AI, what benefits and concerns they report, and what it means for the future of human expertise. Packed with insights and data, it sparks a critical conversation on transparency and ethics.
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How to write a successful award entry 2025
An award win can transform your business by boosting credibility, opening doors and even driving revenue growth. But judges see hundreds of entries, and only the sharpest stories shine through. This guide reveals Magenta’s proven formula for writing winning submissions. From choosing the right category and engaging clients to telling a compelling story backed by evidence, it shares eight essential tips that separate finalists from the forgettable. If you’re ready to showcase your achievements and claim the recognition you deserve, this resource will help you craft entries that grab attention – and trophies.
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A guide to crisis communication management
Crises often strike without warning, leaving reputations at risk. This guide explains how to prepare before disaster hits, take control in the moment and emerge with credibility intact. Covering draft statements, media handling and step-by-step policies, it equips organisations with the tools to respond quickly and effectively. Designed as an insurance policy for your reputation, it shows how to manage pressure and protect trust.
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Building resilience in the built environment
Economic uncertainty puts pressure on the built environment to adapt and remain resilient. This white paper looks at strategies for strengthening resilience, drawing on lessons from the 2008 financial crisis and the recent pandemic. With insights from ten business leaders, it examines shifts from cost-cutting to value-driven approaches in facilities management, and explores themes such as workplace strategies, sustainability and talent management. It concludes with practical recommendations to address skills gaps, use space more effectively, boost productivity and safeguard ESG commitments.
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Generative AI and its impact on the comms industry
Artificial intelligence is reshaping how communicators work, but it also presents significant risks. This paper examines the role of ChatGPT in marketing and communications, outlining its strengths in content creation and customer engagement alongside concerns about bias, inaccuracy and the absence of human judgement. It stresses the need for human oversight, particularly in SEO and strategic outputs, to ensure AI delivers value without compromising quality or ethics.
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Internal comms: the glue that holds everything together
Internal communications play a pivotal role in engagement, inclusion and belonging, especially in diverse or dispersed workforces. This white paper highlights common challenges, from communicating workplace change to supporting wellbeing, and shows how to build strategies that are accessible, inclusive, multi-channel and adaptable. It makes the case for positioning internal communications as the glue holding organisations together.
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Magenta's 10 year report in FM and the built environment
The built environment has undergone a decade of transformation, accelerated by the pandemic. This report reflects on shifts in hybrid working, the enduring role of the office and the contributions of frontline staff. It explores advances in proptech, climate action and diversity and inclusion, concluding that today’s pace of change demands human-centred design and sustainable responsibility.
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Guide to communication during your office relocation
Office moves create opportunities but also anxiety for employees. This guide provides a detailed communication plan to manage relocations effectively. It recommends starting planning at least 18 months in advance, appointing a communications lead and tailoring messages for different stakeholders. With advice on research, dialogue, multi-channel communication and post-move engagement, it ensures relocations build confidence and run smoothly.
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Making paid media part of your digital comms strategy
Paid media can amplify digital communication strategies by increasing reach and visibility. This guide explains formats including display, paid social, sponsored content and search engine marketing. It covers pricing models such as CPM, PPC and CPA, and shows how to combine paid and organic activity for sustainable growth. With clear steps, it helps organisations measure return on investment and avoid over-reliance on any one channel.
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Communicating the return to the office to employees
The return to the office can raise concerns around wellbeing, health and change. This guide explains how clear, transparent communication supports employees through transition. It outlines the importance of structured timelines, brand-aligned messages and multi-channel updates, while recommending stakeholder mapping and the use of “return-to-work champions”. With advice on feedback and post-return engagement, it shows how to maintain morale and confidence throughout the process.
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Why now is the perfect time to market your product or service
This guide argues persuasively that challenging economic conditions create opportunities for bold marketing strategies. It notes that businesses which maintain marketing investment during downturns are often rewarded with stronger recovery and greater market share gains. Opportunities include capitalising on reduced competitor visibility, sustaining customer awareness, and benefitting from lower advertising costs. The report advises organisations to revisit marketing plans, study new customer behaviours, and attract talent through strong branding. It also advocates the use of cost-effective channels such as content marketing and earned media, which deliver value without excessive expenditure. Strategic marketing is positioned as an essential path to long-term growth.
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Communicating with remote teams during the Covid-19 outbreak
Remote working brings flexibility but also challenges for connection and productivity. This guide sets out how to manage expectations, maintain morale and use the right tools to keep teams engaged. It offers tips on video calls, check-ins, routines, breaks and wellbeing support, providing strategies to build trust, sustain productivity and ensure business continuity when working apart.
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A guide to making your Linkedin personal profile shine
With thousands of posts competing for attention, standing out on LinkedIn is a challenge. This guide explains how to optimise your profile, adjust settings, grow your network and research relevant companies. It also covers job searching, joining groups and monitoring profile views. Clear and practical, it helps professionals build long-term career opportunities on the platform.
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How to communicate breaking bad news to employees
Delivering difficult news is one of the hardest challenges leaders face. This guide explains why negative messages affect people so deeply and sets out practical strategies for communicating with respect and empathy. With a 10-step framework, it covers how to choose the right platform and timing, listen carefully and support those affected. It provides managers with tools to maintain trust and morale during restructures, redundancies or other difficult changes.
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Top communication tools for remote working
This guide explores the most effective communication tools to keep teams connected, collaborative and productive while working remotely. Covering video conferencing platforms, group messaging apps, collaborative project tools, focus and productivity aids, and sector-specific solutions, it helps organisations choose the right technologies for their needs. With practical tips on everything from using Zoom and Microsoft Teams to file sharing, task management, and maintaining team morale, it offers a clear overview of the options available. Whether you’re setting up remote work for the first time or looking to refine your digital toolkit, this guide will point you in the right direction.
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Guide to building a new brand
Rebranding can transform an organisation, but it also carries risk. This white paper explores why brands matter, what drives the need to rebrand and how to improve the chances of success. Drawing on examples from global giants and built environment specialists, it examines the balance between research, strategy, creativity and communication. With insights from marketing leaders, it offers practical guidance on making rebrands meaningful, sustainable and commercially effective.
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The demise of the commercial property lease
This white paper examines whether the traditional commercial office lease still has a future in a rapidly changing world of work. Exploring the rise of flexible and co-working models, the impact of urbanisation, economic uncertainty and technological change, it considers why long-term leases are increasingly under threat. Drawing on industry research and insights from a Magenta roundtable of real estate and workplace experts, the report highlights how shifting employee expectations and new business models are reshaping property strategies. Essential reading for occupiers, landlords and developers, it asks whether the question is not “Is the lease dead?” but “Does it still fit our needs?”
2019
Filming with clients
Filming can be daunting without professional production experience. This guide breaks down the essentials of working with clients on shoots, from pre-production research and call sheets to on-set confidence and post-production communication. It highlights the importance of release forms and collaboration to avoid misunderstandings, and provides practical advice for creating professional, engaging content with minimal stress.
How to write a white paper…that people actually want to read
White papers can inform, persuade and engage when they are written well. This guide shows how to identify audiences, choose relevant topics and structure around clear problems and solutions. It covers research, interviews, referencing, drafting and proofing, while offering tips on visuals and promotion. Designed to balance expertise with accessibility, it helps ensure your white papers are widely read.
How to write a press release…the media will want to use
A strong press release can secure valuable coverage. This guide outlines a seven-stage process, from spotting a story to distribution and follow-up. It explains how to craft headlines, write clear introductions using the five Ws, and include essential details for journalists. With tips on avoiding jargon and keeping copy concise, it helps you cut through the noise.
How to find out what people think of your business
Understanding perceptions is vital for improvement and reputation. This guide explores how to gather feedback through audits, focus groups, mystery shopping and staff engagement. It explains how to listen, analyse and act on what you learn to strengthen services and relationships. With actionable advice, it shows how to turn insight into measurable impact.
How to measure your PR activity
Measuring PR impact is essential for proving value. This guide explains how to track outputs such as media mentions and share of voice, evaluate outcomes such as engagement and behaviour change, and align activity with business goals. It introduces the distinction between outputs, outtakes and outcomes, and provides practical methods for consistent, tailored reporting.
How to produce an effective client case study
Client case studies are powerful tools for credibility and sales. This guide sets out how to gather background, interview clients and craft compelling stories that showcase challenges, solutions and results. It explains how to use evidence, headlines and quotes to demonstrate impact, and why approvals and promotion are essential for reach and long-term value.
Writing an effective brief for your PR agency
A strong PR brief sets the foundation for successful collaboration. This guide explains how to create clear, detailed briefs that align agency activity with your business goals. It covers defining objectives, target audiences and desired media coverage, while also outlining success metrics, reporting expectations and communication processes. By treating the brief as a roadmap, organisations can ensure efficient use of time and budget, build stronger agency partnerships and achieve better results. With practical advice throughout, this resource helps businesses get the most value from their PR investment.
How to take a good profile picture
A professional photo can make a lasting impression. This guide provides simple tips for capturing a natural, credible image, including using light, selecting backgrounds and dressing appropriately. It also advises on relaxing in front of the camera and taking multiple shots. Suitable for professional directories, websites and social media, it helps you present your best self.
Writing a business case for PR
PR is a powerful tool for shaping reputation and driving business success. This guide explains how effective PR can generate leads, attract talent, build investor confidence and support CSR, all while offering better value than traditional advertising. It explores the role of digital channels, from social media and blogs to SEO, and highlights the importance of specialist expertise in branding, crisis management and sector knowledge. With clear arguments and practical recommendations, this resource helps organisations build a strong business case for investing in PR as a vital part of their strategy.
How to boost your own personal brand
A strong personal brand can elevate careers and open doors. This guide outlines how to expand your influence by networking at industry events, joining specialist groups and sharing expertise through articles, media and social platforms. It also highlights the role of recognition through awards in building credibility. Designed for professionals seeking visibility and authority, it provides clear steps for lasting impact.
Process for choosing a PR agency
Choosing the right PR agency can be overwhelming if you’re unsure where to begin. With so many options available, it’s crucial to find a partner that aligns with your organisation’s size, goals, and communication needs. This practical how-to guide walks you through the key steps in selecting a PR agency. From identifying relevant specialisms and ideal locations to understanding the market landscape, requesting presentations, and comparing performance, this guide simplifies the process. Perfect for organisations new to PR, it helps you make an informed, confident choice that supports long-term brand visibility and media impact.
How to write a winning award entry
Applying for industry awards can feel daunting. From understanding category criteria to crafting a compelling narrative, many organisations struggle to know where to start. But winning an award can boost your reputation, attract new clients, and position your brand as a leader. This practical how-to guide outlines 12 clear steps to creating a successful award entry, from choosing the right awards and categories based on your industry and its requirements, through to developing the submission and preparing to present it with confidence.
How to pitch an idea to the media
Even strong stories can be overlooked in crowded inboxes. This guide explains how to identify the right outlets, craft concise and engaging pitches, and follow up to secure coverage. It provides practical steps for organisations new to media pitching, helping them increase visibility and turn stories into impactful opportunities.
How to organise a successful event
Events can strengthen brands and connect audiences, but they require careful planning. This guide outlines each stage, from budgeting and speaker selection to promotion, delivery and follow-up. With practical steps on administration and engagement, it shows how to deliver events that run smoothly and achieve measurable outcomes.
Guide to content marketing
Without a clear content strategy, even strong messages risk being lost. This guide explains how content marketing builds visibility and trust by delivering valuable, relevant and consistent material. It shows how to define your target audience, select content types, choose effective channels and measure results. With practical steps, it helps organisations strengthen reputation and drive long-term growth.
How to deal with the media
Media interviews can be daunting, especially for those with little experience. This guide shows how to prepare effectively, choose the right channels and deliver a confident performance. From handling challenging questions to managing crises, it provides step-by-step advice for building credibility and trust. Designed for professionals who want to communicate clearly and protect their reputation, it turns interviews into opportunities.
How to improve your profile on LinkedIn
With thousands of posts competing for attention, standing out on LinkedIn is a challenge. This guide explains how to optimise your profile, adjust settings, grow your network and research relevant companies. It also covers job searching, joining groups and monitoring profile views. Clear and practical, it helps professionals build long-term career opportunities on the platform.
Networking: how to do it well
Networking can feel overwhelming, with professionals struggling to cut through the noise, showcase expertise, and reach the right decision-makers. The old adage “it’s not what you know, it’s who you know” still holds true, highlighting the importance of social media visibility and in-person connections for long-term career success.
This practical how-to guide provides clear steps to improve networking: identifying your goals, researching attendees for effective preparation, engaging with confidence, and building lasting digital relationships. Designed for working professionals, it’s a valuable resource for anyone seeking to expand their network, boost visibility, and create meaningful opportunities.
Changing times in facilities management
Facilities management faces pressure to cut costs and improve efficiency, yet many organisations still rely on siloed, outdated models. This report, created in partnership with Sheffield Hallam University, GRITIT, Servest and i-FM, examines how such approaches limit strategic value and agility. It highlights the sector’s shift towards outsourcing, integrated services and collaborative relationships, and shows how bundled services and technology-driven transparency can deliver stronger alignment and performance.