How Your Staff Can Help You Achieve Positive Press Coverage

March 17th 2023 By Pic PR 1 minute read

When looking to promote your care offering, your residents can provide a wealth of person-centric stories that offer enormous appeal to press.
Journalists love nothing more than an interesting backstory, and your residents will often have lived long and interesting lives.
Highlighting these then, can help get you talked about in the news, putting you in front of key audiences.
But don’t forget your staff.
Care is a wonderfully diverse industry, with people from all sorts of backgrounds working within it – which means there’s many an interesting news hook amongst your workforce too.
An example of how we did this recently centres on International Women’s Day.
At this time of year, the media are particularly interested in empowering stories centred on women.
And, with one of our care clients, Askham Village Community in Cambridgeshire, keen to help drive recruitment, we turned to its staff to uncover some inspiring stories.

We found a prime one in Iryna, a law graduate, who had moved to the UK as part of the Homes for Ukraine scheme and found herself living in Cambridgeshire.
Determined to do something constructive during her time in England, she decided to embark on a career in care, and this saw her join the team at Askham as a carer.
She’s thrived in the role and is really enjoying it.
And with Ukraine an understandably topical talking point with the media, we looked to push Iryna’s story ahead of International Women’s Day – highlighting her achievements in the face of adversity.
This saw us secure multiple pieces of coverage across Askham’s local press, such as the Cambs Times and the Wisbech Standard, as well as in the trade press, such as The Carer, and the NR Times.

This all helps to position Askham as a positive, rewarding place to work, with a senior team that recognises and appreciates the qualities of its staff.
It also covered two important audiences for Askham. Those considering a career in care and within easy reach of Askham, could be reached via local press, while securing coverage in trade press would help put them in front of existing, experienced carers possibly considering a new role.

There are all sorts of good news hooks for press within care homes (often right under your nose), so if you’d like to chat with us about how we can get you and your services talked about – get in touch.


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