Owning The Conversation

This week’s Pic of the Week is all about owning the conversation.

We work with You & I Care, but our brief goes beyond promoting a home care business - it’s about positioning Lausa Biragi, Founder & CEO of You & I Care, as a credible, authoritative voice for the wider care sector.

That means building the Lausa Biragi brand alongside the You & I Care brand.
So when fresh noise emerged around National Insurance increases and changes to international recruitment, we moved quickly - monitoring news and social chatter, then creating our own talking point.

We proactively placed Lausa in key trade titles, including Home Care Insight, using purposeful language like “education is needed” to reinforce her authority and thought leadership.

Off the back of the coverage, we’ve now secured a raft of radio interviews, giving Lausa a national platform to explain the issues, challenge misconceptions, and advocate for the sector - further cementing her authority and visibility.

It’s a great example of how smart, reactive PR isn’t just about brand promotion - it’s about leadership, timing, and owning the narrative.

And that’s our Pic of the Week.