Camelot Care: PR and social media campaign
The brief
A family-run award-winning provider of specialist dementia care, Camelot Care has been operating since 2005 and has three homes based in Somerset and Devon. Empica has been providing PR to the group since 2016, plus video and more recently also social media support.
The key to running a successful organisation in the residential care sector is to provide quality care, and to be operating as close to capacity as possible. Camelot Care was achieving the first objective and wanted Empica’s support to raise awareness of that in order to help them consistently achieve the second.
They originally approached us with a request to raise their profile among their core audiences – principally those who are looking to place loved ones living with dementia into residential care. Some PR was also be aimed at trade media (to influence staff recruitment, regulatory reputation, suppliers) and at professional/business media (to influence future expansion opportunities).
From the outset our messaging has remained consistent across all media: for Camelot Care to be perceived as professional, premium, selective and boutique.
What we did
We analysed Camelot Care’s requirements, the kind of news stories we were likely to be able to generate for them, and the capacity of key members of staff to work with us to produce those stories.
The organisation had not previously used a PR agency, so we needed to demonstrate the results we could achieve for them, enthuse our contacts to work with us proactively as well as reactively, and allay any fears that getting involved with PR would be a time-consuming distraction from their primary workaday responsibilities.
It quickly became evident that the most fruitful sources of news releases were likely to be those responsible for the activities programmes at the three homes, so we spent time talking with them, explaining what makes a good news story and encouraging them to be bold in telling the world about the great work they do to keep their residents active and engaged.
We also made it our business to develop an understanding of the challenging nature of dementia care, and of the therapies and activities that can benefit those living with dementia, so we would be able to identify particular angles to a story which would make it of interest to the trade media and reflect well on the important work Camelot Care staff do.
Whenever possible we publicise the community links the three homes enjoy locally, the better to encourage further community involvement which may be of benefit to residents. This is appreciated by their sponsors and volunteers and has been known to result in additional contributions to their residents’ activities funds.
A highly-valued aspect of the PR support we provide for Camelot Care is to publicise achievements such as CQC reports, Gold Standards Framework (end of life care) recognition, awards won or shortlistings.
Media relations campaign
We identified the local media platforms in each of their three localities where coverage would be most valuable, then liaised with them to ensure we were providing news stories they would be likely to use. We also identified additional local and regional media, and curated a trade distribution list. We keep all media supplied with a regular flow of the kind of stories and photos we know are likely to appeal.
We liaise with local broadcast media to create interview opportunities, work with the producers to set these up and advise Camelot Care’s interviewees on presentation techniques to enable them to respond in a confident and articulate manner.
We populated (and continue to populate) the news page on Camelot Care’s website with all the stories we write, which illustrates for new visitors the breadth of their activities and achievements and keeps it looking fresh for returning visitors.
We populated (and continue to populate) the Camelot Care news pages on the www.carehome.co.uk website which is the most consulted online resource for families seeking a care home for a loved one.
Staff recruitment poses a continuing challenge for all organisations in the care sector. We have helped Camelot Care plan and promote recruitment fairs and other recruitment activities to highlight their vacancies and the excellent career progression they offer. We also produce news stories about new appointments to further raise awareness among potential staff recruits.
Crisis management
The care sector has a very high profile and Empica has been on hand to assist when the media have been following up negative stories – issuing statements and managing developing media interest.
Video
In preparation for an inspection of Avalon and Camelot House & Lodge by the Gold Standards Framework organisation (which rates the standard of end-of-life care provided by a home) Empica produced videos for Camelot Care to include in the report they submitted prior to inspection. We established which aspects of care the team wished to highlight, scripted the videos, interviewed the spokespeople, filmed, edited and produced videos which the client felt significantly enhanced their submissions.
Social media
Empica manages Camelot Care’s corporate social media accounts, keeping them populated with synopses of news stories, relevant topical news posts and testimonials from families of service users to provide a lively and interesting feed for existing followers and to attract new followers.
We are able to do this autonomously having established what the client wants, thus requiring absolutely minimal input from Camelot Care, leaving staff free to focus on their other priorities.
Outcomes
Empica’s media relations activity generates a regular flow of stories in the local, regional (and occasionally national) print, online and broadcast media, where they are seen by families of current and potential residents; in business media where they can be seen by potential partners and other stakeholders; in trade media where they can be seen by current and potential staff.
Our client reports favourable feedback from the third parties they were seeking to reach, and the business of sourcing, writing and placing attraction-generating stories in their key media progresses with minimal disruption to the daily routine of their staff.
Testimonial
“We initially approached Empica because we realised how important it was for positive news stories about Camelot Care to be visible in the local media - it really helps put us on the radar of families seeking dementia care for a loved one. We need them to know about the high-quality care we provide, how we tailor it to the needs of the individual, and about the varied and engaging activities programmes we organise.
“Nicki Sampson and her colleagues have developed an in-depth understanding of our sector and the way we seek to achieve excellence of care for our residents, and by liaising with key staff members she is able to produce a regular flow of news stories which capture the attention of our key media. She is proactive, creative and an effective communicator and we are really delighted with the results Empica has achieved for us.
“We know we can rely on a quick response from Nicki and her colleagues, and we have benefitted from their advice on many levels.
“It is also really useful for us that they have a great in-house videographer, and that the whole team can work together to produce videos that respond to our needs. The most recent one was highlighted as ‘a nice touch’ in the portfolio we submitted for our Gold Standards Framework reaccreditation.”