Build trust
Care Home PR
Care homes generate genuinely good stories constantly — a resident's hundredth birthday, an intergenerational project with the local primary school, a member of staff who has been there thirty years. Most of them never leave the building. Local press is hungry for exactly this material, and coverage does something advertising cannot: it makes your home feel like part of the town.
Get My Free AuditWhy the stories stay inside
It is nobody's job. Your manager is running a home; there is no obvious moment in the week to notice a story, get consent, take a decent photograph and pitch it to a journalist on deadline.
There is also a legitimate nervousness about consent and dignity — which is right, and is precisely why it needs a proper process rather than an ad-hoc decision each time.
What's included
How we approach pr & media
Story identification
A simple recurring process for spotting what is newsworthy in your home, so it does not depend on someone remembering.
Local and regional media relations
Pitching to the outlets your catchment actually reads, with the photography and quotes journalists need to run it.
Consent and dignity process
A clear framework for resident and family consent, with capacity properly considered rather than assumed.
Trade and sector press
Coverage aimed at commissioners, peers and prospective staff rather than families — useful for recruitment and reputation.
Crisis communications support
Practical help when something difficult becomes public: what to say, what not to, and how to coordinate with your quality team and regulator obligations.
Consent is not a formality
Why this matters specifically in care
Every story involving a resident needs genuine, informed consent — and where capacity is in question, that means a properly considered best-interests decision involving the family, not a signature collected quickly. We will decline stories that cannot clear that bar, however good the coverage would have been. A resident is not content.
Straight answers
PR & Media — frequently asked questions
Can you guarantee coverage?
No, and be cautious of anyone who does. What we can do is consistently produce stories that are genuinely newsworthy and give journalists everything they need, which is what actually determines the hit rate.
Is PR worth it for a single home?
For a single home, local coverage is often more valuable than national — it reaches the families in your catchment and the staff you want to recruit. National coverage is prestigious but frequently reaches nobody who can become a resident.
What happens if we have a crisis?
We help you respond quickly and honestly, in coordination with your quality and legal teams. We do not help conceal failings — in this sector that is both wrong and, once it unravels, far more damaging than the original problem.
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Free, specific to your home, no obligation.