A special edition of #FuturePRoof has recently been published to showcase best practice in NHS communications as it celebrates its seventieth anniversary.
Called ‘The NHS at 70 with Lessons for the Wider PR Community’, the book features 25 new essays from a range of senior practitioners working across the complex web of organisations that make up the NHS.
Key themes include the role of communications in achieving organisational outcomes; how organisations can secure and maintain trust; planning and data; digital-first strategies; how to address barriers to technological innovation; and the role of practitioners in managing major change.
Caroline Latta, Strategic public engagement and communications lead for NECS is one of the communications specialists who has written a chapter for #FuturePRoof. The chapter is about moving away from a reliance on media relations to integrated communications on a larger geographical scale, using research and insight and strong visuals and multi-media content. It shows how the North East and North Cumbria Urgent and Emergency Care Network has helped reduce non-emergency admissions to local Emergency Departments in this way.
Caroline said, “It’s a real honour to feature among such a brilliant group of NHS communicators in #FuturePRoof and I am delighted to share the strong partnership working we have across the North East and North Cumbria’s NHS organisations, and in particular communications professionals, which allows us to work at a larger scale on key issues such as the use of urgent and emergency care – making a real difference for patients.”
Dr Stewart Findlay, Chair of the North East and North Cumbria Urgent and Emergency Care Network said, “The chapter that Caroline has written for #FuturePRoof describes the ability and willingness of organisations in the North East and North Cumbria to come together to achieve excellent outcomes for our local population – an achievement that we are very proud of.”
This is the third crowdsourced book in the #FuturePRoof series, edited by agency owner and Chartered Institute of Public Relations (CIPR) President Sarah Hall.
Sarah said: “As you’d expect the book is once again jam packed with expertise from a forward-thinking cohort of comms leaders and advisers, striving to reinforce the strategic value of public relations within their organisations. Caroline’s contribution is particularly pertinent as it recognises the critical need for the NHS to embrace one approach at scale, which is one of the overriding messages within the book. It’s wonderful to see teams in the North already taking a lead in this area.”
#FuturePRoof is available in hard copy and Kindle via www.futureproofingcomms.co.uk.
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