Marketing Tools | Why PR is the Most Valuable Marketing Tool for Care Homes

Are you a UK-based care home seeking to boost your business's visibility? 

If so, PR may be one of the most powerful marketing tools at your disposal. 

In this blog, we're exploring the benefits of having a strong PR team:

What is PR?

PR (public relations) is the practice of managing and disseminating information from an individual or an organisation to the public, in order to influence their perception. 

So, why is this important for care homes? 

Well, for a sector that is currently facing recruitment challenges and battling a cost-of-living crisis, it’s important that the perception of the industry, as a whole, is drastically improved. This will encourage more people to become carers which, in turn, will increase occupancy. 

Casting a positive spin 

In order to generate positive PR, the sector needs to maximise its full potential, taking advantage of any opportunities that are at its disposal. 

For example, care homes have a wealth of people living in them; it’s akin to having a library of fascinating tales and feel-good stories that truly capture what it means to be human. 

This can be incredibly useful when looking to influence the perception of your business. When it comes to pitching to the media, capturing the human element is more likely to generate positive exposure for your business and get picked up by the media.

Putting it Into Practise

At Care Home PR, we recently pulled together a story of how a care home manager reconnected with his former music teacher (now a resident living with dementia at the same care home), through music therapy. This secured 110 pieces of individual coverage– featuring in a host of national publications, too. 

From our experience working with care homes, it quickly became apparent to us that the stories journalists are interested in are the ones that capture and cast a spotlight on the care home’s residents, as opposed to the care home itself. For example, individuals who have lived through some of the most historic events in modern history fare well in the media. 

Whether it’s WWII, mankind making it to the moon, the destruction of the twin towers or COVID-19 itself, the likelihood is that with these historic events, comes real people, who take pleasure in sharing their own perspectives of what it was like to live and experience these events. 

Just look at our client, Nellsar, as another example. Recently, we were able to share the story of one of Her Majesty’s Pallbearers visiting one of its 13 UK-based care homes to share wartime experiences with its residents – again, another major success for our client in terms of coverage. 

Giving Our Clients a Voice

At Care Home PR, we’re all about giving our care clients a voice by centring our focus on its residents – they’re the life and soul of the business model, after all. 

That way, we can ensure journalists then feel more inclined to shout about the client, as we’re providing real-life examples of some of the amazing everyday services that the sector provides. 

Ultimately, our goal is to change the perception of a sector that, for quite some time now, has had a lot of negative media attention, largely due to COVID. 

Now, as we continue to navigate through a post-pandemic landscape, we hope to transform the negative stigma associated with these inspiring communities that have some of the most vibrant and fascinating individuals on their doorsteps. 

To find out more about how we can help you boost your PR offering, please get in touch. 

Or, why not read our previous blog to find out how to do healthcare PR right?