PR and ‘Outstanding’ care homes
Posted by: Gemma Keogh | 09.08.16


Care homes which take time to build a positive working culture for staff and prioritise partnerships with community groups tend to score more highly in CQC ratings than those which don’t.

Actively engaging and creating meaningful relationships with team members and local people directly connected to your home is a crucial step in the pathway to achieving outstanding.

The role of public relations (PR) has moved on from solely issuing company statements to the media and is now a critical component of shaping and building outstanding reputations.

Effective PR, when embedded at the heart of the organisation, empowers quality care providers to realise and communicate the value of their extraordinary work.

Your PR agency should be the catalyst that communicates your values to your audiences by telling compelling stories about your extraordinary care services.

So what does that look like?

Supporting you to establish strong links in the community and to work collaboratively with stakeholders. Telling the story of these initiatives, celebrating the outcomes achieved and promoting more positive partnerships for the future.

Playing an active role in creating and maintaining a positive workplace culture by helping you communicate your values and demonstrating those values in action through workshops, case studies, staff profiles and features. All communications should embody your values; from website stories, social media posts, through to marketing images and event posters.

Supporting you to deploy effective recruitment and retention. Your reputation as an employer is critical to attracting the best staff and to keeping them. Your local community is often your biggest source of recruitment so it is essential that you are respected and valued by local stakeholders. What people are saying about you down at the local hairdressers or in a community Facebook group matters, a lot. PR that helps embed your home within its community can have a huge positive impact on recruitment.

Part of being a strong leader is the ability to communicate well with stakeholders but often time-poor, admin-overwhelmed managers can struggle to do this despite best intentions. Aligned with the objectives of home managers, well planned PR, that highlights the values and culture of the home, can fill this gap and keep people informed and updated, ensuring that they feel a part of the home and its success.