NHS Direct

Timescale: May 07 – April 09; October 09

Brief:
Raise awareness and understanding of NHS Direct’s vision, strategy and plans through the press to support the organisation’s five year business plan

Objectives:

  1. Raise awareness and understanding of NHS Direct
  2. Generate coverage in professional magazines and national press
  3. Gain recognition as an integral part of the NHS

PR Strategy:
Refocus the work of the press department concentrating particularly on proactive press activity. Put in place a rolling plan of news stories.
Set up a more effective system to ensure reactive press is dealt with swiftly and efficiently
Establish NHS Direct as a source of health information, facts and figures

Plan:
Releases were issued particularly focussing on NHS Direct’s performance, new ventures, pilots and health advice
Fed into and informed news stories/features planned in the national papers
Contributed editorial to targeted consumer health magazines

Measurement and evaluation:
On average NHS Direct now gets about 350 mentions a month in the printed press

Results:
NHS Direct achieves 97% positive coverage

Timescale: May 07 – April 09; October 09
Brief: Raise awareness and understanding of NHS Direct’s vision, strategy and plans through the press to support the organisation’s five year business planObjectives:
1.    Raise awareness and understanding of NHS Direct
2.    Generate coverage in professional magazines and national press
3.    Gain recognition as an integral part of the NHS

PR Strategy:
Refocus the work of the press department concentrating particularly on proactive press activity. Put in place a rolling plan of news stories.
Set up a more effective system to ensure reactive press is dealt with swiftly and efficiently
Establish NHS Direct as a source of health information, facts and figures

Plan:
Releases were issued particularly focussing on NHS Direct’s performance, new ventures, pilots and health advice
Fed into and informed news stories/features planned in the national papers
Contributed editorial to targeted consumer health magazines

Measurement and evaluation:
On average NHS Direct now gets about 350 mentions a month in the printed press

Results:
NHS Direct achieves 97% positive coverage

jag press & publicity – vision

jag adds value to all the organisations and individuals it works with by bringing to each client the consultancy skills needed to provide direction and clarity in their communication objectives. [...]

~ Ann Grain
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