COMMUNICATIONS
people had a nice afternoon, or something deeper about choice, empowerment, and time well spent?
Build a content culture Content starts with culture. Frontline colleagues must want to go above and beyond for the people they support and each other, and they must believe the organisation genuinely wants to hear about great work they may consider routine. No formal process can replace frontline team members being enthusiastic and wanting to celebrate their hard work and the achievements of the people they support. One client I work with runs an internal
communications app where home teams post photographs of their activities for colleagues across the organisation to see. It’s a closed community, and colleagues post everything from a weekly trip to Costa Coffee through helping a person they support achieve a lifelong dream. It spreads ideas and inspiration and, dare I say,
creates healthy competition between homes. It’s also the richest content seam I have ever had the luxury of mining for press and social content. In a smaller organisation, proximity to individual services can do the same job provided somebody always has at the back of their mind: what is the potential here?
The channel challenge I know the sector can be fearful of the media. If so, start with the channels you control: your website
and the social accounts. Get comfortable with building your narrative in the place you have full editorial control. Too many providers see their website as a glorified brochure, when instead it can be a living storyteller, showing the best of what you do, and what everyday life is like in your homes. An active blog or news feed is a must. Facebook remains the care provider’s platform
of choice and it still reaches families and your immediate community, but content largely stays with people who already follow you. I’d encourage you to look at the video-led platforms as these are better at pushing content outwards and encouraging discovery. 30m Brits use TikTok each month, a missed opportunity for many care providers, but creating video content requires time and creativity for it to be engaging. Make sure you have a plan before you start. Instagram might be a better place to dip your toe, with a good mix of images and videos, it’s the best of both worlds. When it comes to local media, things are changing. Reach PLC, the owner of titles like the Manchester Evening News and the network of ‘Live’ sites (e.g. Leicestershire Live), have recently changed their focus towards quality over quantity. Artificial Intelligence (AI) search results are also heavily influenced by these high-trust websites, making it more important than ever that you have
THE CARE HOME INDUSTRY HANDBOOK 2027 21
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