How to create change that sticks and spreadsHelen Bevan
This is a talk that Helen Bevan gave at the NHS Transformathon with support from Zoe Lord, Jodi Brown and Hannah Wall at 4am on 28th January.
The NHS Transformathon was a 24 hour virtual event to connect people from all over the world who are leading the way in transforming the health and care system. It took place on 27/28 January 2016.
The entire event was a live broadcast on Google hangout. You can watch all of the sessions. Go to http://theedge.nhsiq.nhs.uk/transformathon/ and click on the title of the session you would like to view. The content is free and available to all.
If you tweet about the content of the Transformathon, please use the hashtag #NHSTform
right conversations, right people, right time
27 January 2011 - National End of Life Care Programme
This is the final report from the communication skills pilot project, which funded pilot sites to explore training need, provision, strategy and sustainability. Service users and other partners also contributed to the project.
It celebrates the NEoLCP's work in equipping our workforce with the confidence and competence to respectfully and compassionately care for individuals and their families towards the end of life.
The pilots carried out a training needs analysis, reviewed existing provision and benchmarked it against national competences. They then used a needs-based approach to develop new training plans. This report highlights the project's findings and identifies key messages.
Publication by the National End of Life Programme which became part of NHS Improving Quality in May 2013
How to create change that sticks and spreadsHelen Bevan
This is a talk that Helen Bevan gave at the NHS Transformathon with support from Zoe Lord, Jodi Brown and Hannah Wall at 4am on 28th January.
The NHS Transformathon was a 24 hour virtual event to connect people from all over the world who are leading the way in transforming the health and care system. It took place on 27/28 January 2016.
The entire event was a live broadcast on Google hangout. You can watch all of the sessions. Go to http://theedge.nhsiq.nhs.uk/transformathon/ and click on the title of the session you would like to view. The content is free and available to all.
If you tweet about the content of the Transformathon, please use the hashtag #NHSTform
right conversations, right people, right time
27 January 2011 - National End of Life Care Programme
This is the final report from the communication skills pilot project, which funded pilot sites to explore training need, provision, strategy and sustainability. Service users and other partners also contributed to the project.
It celebrates the NEoLCP's work in equipping our workforce with the confidence and competence to respectfully and compassionately care for individuals and their families towards the end of life.
The pilots carried out a training needs analysis, reviewed existing provision and benchmarked it against national competences. They then used a needs-based approach to develop new training plans. This report highlights the project's findings and identifies key messages.
Publication by the National End of Life Programme which became part of NHS Improving Quality in May 2013
Cheryl and Rachael will talk about how they are working to modernise workforce practicesand attract, recruit, retain a more inclusive workforce that delivers world class healthcare
Day 1: Challenges and opportunities for better detection, diagnosis and clini...KTN
The focus of this session is to explore how the UK health system is currently responding to the increasing number of patients with multiple long-term conditions and the impacts of healthcare inequalities on patient outcomes. We will also explore opportunities for businesses to bring about much needed innovations in the prevention, early diagnosis and management of multi-morbidity.
The story of Change Day - a learning report 2013
The purpose of this report is to explore what can be learned from NHS Change Day 2013. Its intent is to summarise the lessons described by those who took part in NHS Change Day; it is not a formal or independent evaluation. The report offers a narrative of what happened, explores the
ways in which people led and pledged their support of NHS Change Day, highlights lessons learned, and discusses the strengths and challenges of this approach. The report draws on interviews with core leaders, clinical and non-clinical staff, the NHS Change Day website and a catalogue of materials. It describes the immediate and ongoing impact of NHS Change Day through examples and stories that raise strategic questions for those involved in future Change Days and similar efforts.
This consultation document sets out proposals to establish a new framework for developing the healthcare workforce and seeks views on the systems and processes that will be needed to support it. The final date for responses is 31st March 2011, but earlier expressions of view would be helpful.
RECOMMENDING AN EVIDENCE-BASED PRACTICE CHANGEWALDEN U.docxaudeleypearl
RECOMMENDING AN EVIDENCE-BASED PRACTICE CHANGE
WALDEN UNIVERSITY
JULY 28, 2019
Recommending an Evidence-Based Practice Change
My Facilityl is focused on providing quality healthcare to all patients regardless of their differences.
The facility is has a culture of embracing change as long as it helps in improving the patients’ health outcomes.
However, since our hospital is a community-based health service facility, there are some of things that need to be changed.
The healthcare facility offers cancer services including screening and management services. Screening is offered to the community occasionally when the facility organizes cancer awareness where they get more cancer professionals from other hospitals to help provide screening services to the people.
Recommending an Evidence-Based Practice Change
The problem facing the healthcare facility currently is the lack of cancer screening awareness among the community members and enough oncologists.
Cancer screening services require advanced technology and machines to ensure detection and diagnosis of cancer.
Cancer is one of the top diseases causing high mortality rates around the world presently.
The federal and national government are the key stakeholders who need to provide the hospitals with funds for purchase of cancer screening machines and hiring of enough oncologists.
The risk involved with this change is the cancer screening costs which might not be affordable to all people.
Organization Description and Readiness for Change
Recommending an Evidence-Based Practice Change
Increasing cancer screening awareness can be done in the community especially in various institution where many people come together.
Cancer screening awareness can also be increased by passing the information on importance of screening in social media and also for every patient that visits the hospital.
Cancer screening services should also be done freely to attract more people to go for screening services.
The facility can implement these changes by training all the nursing staffs and physicians on cancer screening information so they can pass the information to all the people they interact with and attend.
*
Recommending an Evidence-Based Practice Change
One of the measurable outcomes that can be achieved with the implementation of cancer screening awareness is the early detection of different types of cancers like colorectal, breast, cervical, prostate, among others (Alfa Scientific Designs, 2017).
The second outcome is the education on prevention strategies that people could adopt to help prevent cancer by educating the people on some of the cancer risk factors (Alfa Scientific Designs, 2017).
The awareness can also help in acknowledging the existence of screening services in the healthcare facility.
Knowledge of the early signs associated among the public could also be achieved through awareness campaigns.
Overall Quality Improvement in Processes: Continuous quality improvement initiat ...
Physicians are rapidly adopting social media tools such as Twitter and LinkedIn as part of their approach to keeping up to date with the latest developments in healthcare. As the use of these digital tools becomes increasingly commonplace and mobile apps gain acceptance for supporting healthcare interactions, the physician liaison team can leverage digital tools and social media to improve the efficiency and effectiveness of the delivery of information. Digital tools can serve as a pathway to providing easier and more direct access to information and tools that help to strengthen relationships with referring doctors and their practice staff.
In this paper, we present a best practices from around the country in using digital tools to connect with referring physicians. When used appropriately, digital tools can configured and applied to improve relationships, grow referral volumes, and increase the efficiency and effectiveness of your physician liaisons.
Learning Event 2 of the Midlands Frailty Collaborative, bringing together 9 STP areas focusing on priorities and improvement approaches for transforming frailty services across the Midlands region.
Liberate to Innovate: Learning from the pandemic – the behaviours that will d...run_frictionless
The speed and ingenuity of the NHS’ response to the Covid-19 pandemic presents a unique opportunity to understand how successful digital transformation can be delivered quickly and at scale.
https://runfrictionless.com/b2b-white-paper-service/
Presentations from the patient safety conference held at Teesside University on 1 and 2 September 2014 - Students at the forefront of continuing and improving our culture of safe care
Overview of the Health B2B2C Ecosystem; Use Social Media as a Market Focus Tool; Measure Your Performance; American Health Insurance Reality; Lack of Doctor Relationship; PR is the New Primary Care Facilitator; For Health Marketers – End-users Matter; Innovation drives healthcare advances; Ways to Improve Health and Make Money; Medicine Is a Team Sport; Big Data- Allowing Individual Patients to Leverage The Many; Some Examples of What Works- Equashield, EarlySense, MD Anderson, LifePoint; 3D Systems; American Association for Cancer Research,
How Max Clifford, Malcolm Tucker and more committed the biggest PR fraud of o...Sarah Hall
What do Freddie Starr Ate My Hamster, David Mellor’s Chelsea strip, The Thick of It and Edina Monsoon have in common? Well, all these and more have contributed to PR miseducation. Here is my deck for Leeds Trinity’s Journalism and Media Week 2018 in which I discuss all things fact and fiction and demonstrate what we see about public relations has little in common with what the role entails today.
Cheryl and Rachael will talk about how they are working to modernise workforce practicesand attract, recruit, retain a more inclusive workforce that delivers world class healthcare
Day 1: Challenges and opportunities for better detection, diagnosis and clini...KTN
The focus of this session is to explore how the UK health system is currently responding to the increasing number of patients with multiple long-term conditions and the impacts of healthcare inequalities on patient outcomes. We will also explore opportunities for businesses to bring about much needed innovations in the prevention, early diagnosis and management of multi-morbidity.
The story of Change Day - a learning report 2013
The purpose of this report is to explore what can be learned from NHS Change Day 2013. Its intent is to summarise the lessons described by those who took part in NHS Change Day; it is not a formal or independent evaluation. The report offers a narrative of what happened, explores the
ways in which people led and pledged their support of NHS Change Day, highlights lessons learned, and discusses the strengths and challenges of this approach. The report draws on interviews with core leaders, clinical and non-clinical staff, the NHS Change Day website and a catalogue of materials. It describes the immediate and ongoing impact of NHS Change Day through examples and stories that raise strategic questions for those involved in future Change Days and similar efforts.
This consultation document sets out proposals to establish a new framework for developing the healthcare workforce and seeks views on the systems and processes that will be needed to support it. The final date for responses is 31st March 2011, but earlier expressions of view would be helpful.
RECOMMENDING AN EVIDENCE-BASED PRACTICE CHANGEWALDEN U.docxaudeleypearl
RECOMMENDING AN EVIDENCE-BASED PRACTICE CHANGE
WALDEN UNIVERSITY
JULY 28, 2019
Recommending an Evidence-Based Practice Change
My Facilityl is focused on providing quality healthcare to all patients regardless of their differences.
The facility is has a culture of embracing change as long as it helps in improving the patients’ health outcomes.
However, since our hospital is a community-based health service facility, there are some of things that need to be changed.
The healthcare facility offers cancer services including screening and management services. Screening is offered to the community occasionally when the facility organizes cancer awareness where they get more cancer professionals from other hospitals to help provide screening services to the people.
Recommending an Evidence-Based Practice Change
The problem facing the healthcare facility currently is the lack of cancer screening awareness among the community members and enough oncologists.
Cancer screening services require advanced technology and machines to ensure detection and diagnosis of cancer.
Cancer is one of the top diseases causing high mortality rates around the world presently.
The federal and national government are the key stakeholders who need to provide the hospitals with funds for purchase of cancer screening machines and hiring of enough oncologists.
The risk involved with this change is the cancer screening costs which might not be affordable to all people.
Organization Description and Readiness for Change
Recommending an Evidence-Based Practice Change
Increasing cancer screening awareness can be done in the community especially in various institution where many people come together.
Cancer screening awareness can also be increased by passing the information on importance of screening in social media and also for every patient that visits the hospital.
Cancer screening services should also be done freely to attract more people to go for screening services.
The facility can implement these changes by training all the nursing staffs and physicians on cancer screening information so they can pass the information to all the people they interact with and attend.
*
Recommending an Evidence-Based Practice Change
One of the measurable outcomes that can be achieved with the implementation of cancer screening awareness is the early detection of different types of cancers like colorectal, breast, cervical, prostate, among others (Alfa Scientific Designs, 2017).
The second outcome is the education on prevention strategies that people could adopt to help prevent cancer by educating the people on some of the cancer risk factors (Alfa Scientific Designs, 2017).
The awareness can also help in acknowledging the existence of screening services in the healthcare facility.
Knowledge of the early signs associated among the public could also be achieved through awareness campaigns.
Overall Quality Improvement in Processes: Continuous quality improvement initiat ...
Physicians are rapidly adopting social media tools such as Twitter and LinkedIn as part of their approach to keeping up to date with the latest developments in healthcare. As the use of these digital tools becomes increasingly commonplace and mobile apps gain acceptance for supporting healthcare interactions, the physician liaison team can leverage digital tools and social media to improve the efficiency and effectiveness of the delivery of information. Digital tools can serve as a pathway to providing easier and more direct access to information and tools that help to strengthen relationships with referring doctors and their practice staff.
In this paper, we present a best practices from around the country in using digital tools to connect with referring physicians. When used appropriately, digital tools can configured and applied to improve relationships, grow referral volumes, and increase the efficiency and effectiveness of your physician liaisons.
Learning Event 2 of the Midlands Frailty Collaborative, bringing together 9 STP areas focusing on priorities and improvement approaches for transforming frailty services across the Midlands region.
Liberate to Innovate: Learning from the pandemic – the behaviours that will d...run_frictionless
The speed and ingenuity of the NHS’ response to the Covid-19 pandemic presents a unique opportunity to understand how successful digital transformation can be delivered quickly and at scale.
https://runfrictionless.com/b2b-white-paper-service/
Presentations from the patient safety conference held at Teesside University on 1 and 2 September 2014 - Students at the forefront of continuing and improving our culture of safe care
Overview of the Health B2B2C Ecosystem; Use Social Media as a Market Focus Tool; Measure Your Performance; American Health Insurance Reality; Lack of Doctor Relationship; PR is the New Primary Care Facilitator; For Health Marketers – End-users Matter; Innovation drives healthcare advances; Ways to Improve Health and Make Money; Medicine Is a Team Sport; Big Data- Allowing Individual Patients to Leverage The Many; Some Examples of What Works- Equashield, EarlySense, MD Anderson, LifePoint; 3D Systems; American Association for Cancer Research,
How Max Clifford, Malcolm Tucker and more committed the biggest PR fraud of o...Sarah Hall
What do Freddie Starr Ate My Hamster, David Mellor’s Chelsea strip, The Thick of It and Edina Monsoon have in common? Well, all these and more have contributed to PR miseducation. Here is my deck for Leeds Trinity’s Journalism and Media Week 2018 in which I discuss all things fact and fiction and demonstrate what we see about public relations has little in common with what the role entails today.
A brief look at the CIPR plan for 2018 and why public relations practitioners need to reframe PR as a strategic management function, plus a sneak peak at the State of the Profession survey results
Has PR become so disrupted that it has become impossible for training to reta...Sarah Hall
Here's the presentation I gave at PRmoment's 'Why there is a recruitment crisis within public relations' event. My debate was around whether PR has become so disrupted that it's impossible for training to retain relevance.
Fake news, ethics and professionalism in PRSarah Hall
A look at the implications of brand misplacement with particular reference to digital advertising and the role of the PR practitioner as reputation guardian and in mitigating risk
#FuturePRoof at the Public Sector Communications Academy 2016Sarah Hall
A #FuturePRoof workshop by Sarah Hall for the Public Sector Communications Academy 2016.
St George's Hall, Liverpool, 1st and 2nd November, 2016. Follow #CommsAcad on Twitter for more information.
A look at the public relations industry today, PR's role as management discipline driving organisational success and the opportunity for practitioners.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
The Forgotten Secret Weapon of Digital Marketing: Email
Digital marketing is a rapidly changing, ever evolving industry--Influencers, Threads, X, AI, etc. But one of the most effective digital marketing tools is also one of the oldest: Email. Find out from two Houston-based digital experts how to maximize your results from email.
Key Takeaways:
Email has the best ROI of any digital tactic
It can be used at any stage of the customer journey
It is increasingly important as the cookie-less future gets closer and closer
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
How to Run Landing Page Tests On and Off Paid Social PlatformsVWO
Join us for an exclusive webinar featuring Mariate, Alexandra and Nima where we will unveil a comprehensive blueprint for crafting a successful paid media strategy focused on landing page testing.With escalating costs in paid advertising, understanding how to maximize each visitor’s experience is crucial for retention and conversion.
This session will dive into the methodologies for executing and analyzing landing page tests within paid social channels, offering a blend of theoretical knowledge and practical insights.
The Pearmill team will guide you through the nuances of setting up and managing landing page experiments on paid social platforms. You will learn about the critical rules to follow, the structure of effective tests, optimal conversion duration and budget allocation.
The session will also cover data analysis techniques and criteria for graduating landing pages.
In the second part of the webinar, Pearmill will explore the use of A/B testing platforms. Discover common pitfalls to avoid in A/B testing and gain insights into analyzing A/B tests results effectively.
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
- Understanding the latest Core Web Vitals including the significance of LCP, INP and CLS + their impact on SEO
- Optimisation techniques from our experts on how to improve your CWV on platforms like WordPress and WP Engine
- The impact of user experience and SEO
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
Digital marketing is the art and science of promoting products or services using digital channels to reach and engage with potential customers. It encompasses a wide range of online tactics and strategies aimed at increasing brand visibility, driving website traffic, generating leads, and ultimately, converting those leads into customers.
https://nidmindia.com/
3. About #FuturePRoof
Three handbooks for senior practitioners
looking at the changing face of the industry
The story of public relations as a
management discipline
Cheerleader for best practice in comms
Crowdsourced model with expertise from
academics, teachers and practitioners
across the globe
www.futureproofingcomms.co.uk
@WeArePRoofed
Podcast on Spotify and iTunes
4. Why it’s important
In 1999, Dr Jon White presented a paper
to the Swiss Public Relations Society that
stated the future was bright for PR
practitioners
This was dependant on practitioners
recognising ‘the opportunities presented by
the environment and management needs’
and ‘taking steps to educate and train
themselves’, as well as making ‘full use of communication technology, to
provide reliable, if not indispensable, services to managers as they seek
to deal with complexity and manage successful businesses.’
5. Why talk about PR as a management discipline?
Huge opportunity for the industry
Prevents other disciplines eating our lunch and puts us in a leadership role
Increases investment into PR
If we approach PR as a management tool, it changes how we approach our
CPD
Helps brands and management teams reframe their approach to public
relations; we are NOT just a delivery function
PR delivers incredible value; we deserve more respect
6. Why talk about PR as a management discipline?
Changes in politics, society, media and technology are affecting how business
and the wider industry operates
More than ever PR practitioners are needed to help navigate uncertainty
More than ever PR practitioners need the skills to operate at the top of their
game
We need to be the eyes, ears and conscience of the organisations we work for
People expect more for their brand loyalty at times of upheaval and austerity
7. PR helps brands like the NHS gain legitimacy
“[Organisations] are being forced to re-think
their purpose and how they gain and maintain
their legitimacy not only with their immediate
stakeholders, but to society more widely.”
Professor Anne Gregory, chair in corporate
communication at the University of Huddersfield
and non-executive director of Airdale NHS
Foundation Trust
10. #FuturePRoof 3
Special edition to mark the 70th anniversary of the NHS
Dedicated to all the hardworking comms professionals who connect the
complex web of organisations that is the NHS through internal comms,
communicate difficult messaging around healthcare change and save lives
through their work on the front line
Twenty-five new essays from a forward-thinking cohort of NHS practitioners,
sub-contractors, partners, commentators and journalists, all striving to
reinforce the strategic value of public relations within their organisations
The story of an NHS pushing hard to modernise as it navigates through the
toughest challenges of its lifetime – and how comms offers it its greatest
lifeline
11. “Communications professionals are an important
part of the NHS family and play a vital role in
telling the story of the NHS to the public, patients
and staff.
“This book tells the story of NHS
communications and communicators. The
things we do well and the things we need to be
better at.
“I am a proud NHS communicator and it is great to
see our role being celebrated as part of the NHS’s
70th.”
Antony Tiernan, engagement and communications
director, NHS 70
12. #FuturePRoof 3
Themes include:
• The role of comms in achieving organisational outcomes
• How organisations can secure and maintain trust
• Planning and data
• Digital-first strategies
• How to address barriers to technological innovation
• The role of practitioners in managing major change
A book packed with fascinating insights, a raft of best practice case studies
and specialist knowledge to aid practitioners in their own communications role
Features highly targeted campaigns based on planning and data, which use
integrated comms to reach audiences and are continually measured,
evaluated and evolved to secure the best outcomes possible
16. #FuturePRoof 3 – editor’s analysis
Professional communications has never been more critical to the future of the
NHS
The biggest challenge is not where investment comes from, but public
engagement and advocacy: how to educate the wider population about the
change that is needed and create demand for this to happen
Those in the communication space offer the NHS the greatest lifeline if they
have the courage to speak the truth about what modernisation looks like
and how a better service can be achieved for those who have the privilege of
using the NHS
17. “Finding the line between freedom to
speak, getting the facts straight and not
alarming the public is the job of a
diplomat and colleague who is trusted to
make sure the truth is told.”
Roy Lilley, NHS and social care writer
and broadcaster
18. “Be routinely honest with the media – and
thus the public – about the pressures that
the service is under…and acknowledge
that that can cause problems.
“I know these are all in NHS terms risky
behaviours. But they might just help –
people like me and people like you – and
so the NHS itself.”
Denis Campbell, health policy editor of
the Guardian and Observer
19. #FuturePRoof 3 – editor’s analysis
The need for strategic advisers in the NHS has never been greater
Greater transparency and investment into skills is imperative
The use of capability frameworks is vital to ensuring communicators within
the NHS are measured against the same knowledge, skills and standards –
and that work delivers against organisational objectives
In addition to CPD, a clear area of focus must be proving the value of
communications to management teams, which includes strong
measurement and evaluation
20. “We must all continually invest in CPD.
“Very few formal qualifications include
leadership development and or management
skills yet these are essential for career
progression and the successful management
of projects and teams.”
Claire Riley, director of communications and
corporate affairs at Northumbria Healthcare
NHS Foundation Trust
21. “Some of the greatest challenges facing the NHS require
expert communications skills and knowledge.
“We must make the case for communications leaders
and their teams to retain the resources they need to play
a leading role in helping the NHS to respond effectively.
“Communications leaders need to make better use of
formal evaluation frameworks to show their activities
lead to tangible returns on investment.”
Daniel Reynolds, director of communications at NHS
Providers
22. #FuturePRoof 3 – editor’s analysis
The NHS remains one of the most trusted institutions in the UK
According to the Commonwealth Fund healthcare thinktank, it is the best,
safest and most affordable healthcare system out of 11 high income countries
analysed
Much of its credibility comes from the human face and skills of its employees,
who interact with the public every day
As such, one of #FuturePRoof’s biggest lessons is to use real people to lead
debate
23. “Who should represent the NHS to communicate its
strategic policies; talk about change; and outline its
future?
“Our survey found that employees are the most
credible voices – more than leaders and more than
experts.
“Engaging the public with the public health agenda –
critical to the sustainability of the NHS – is an area
where trust is key.”
Alan Maine, senior director for UK Health Public Affairs
at Edelman
24. “Direct face-to-face contact between patients
and staff is the most powerful tool we have at
our disposal and empowering our frontline
teams with the information they need to
educate patients on the right and wrong things
to do, is arguably our best chance of changing
attitudes, opinions and behaviours long-term.”
Liz Davies, head of communications at the
South Tyneside and Sunderland Healthcare
Group
25. #FuturePRoof 3 – editor’s analysis
Teams within the NHS need to join forces to implement one approach at
scale
Pooling resources is the only way to deal with an aging population,
underfunding, political agendas, privatisation, parochial self-interest,
healthcare that doesn’t consistently meet quality standards and questions over
the type and location of delivery – just some of the issues the leaders of the
NHS face
It’s time to talk about the true cost of treatment and the value of the
service the public receives so the NHS can evolve - and not just survive but
thrive
Explaining the benefits to a total overhaul of the system could mobilise an
army of vocal supporters prepared to lobby the government for what the NHS
needs
26. “Working at scale on joint issues provides the
strategic value that NHS leaders are looking
for from NHS communicators.
”We need to be prepared to interrogate data
and draw upon the full range of
communications and marketing tools
available, not to mention continue to make the
case for investment.
“This includes making the pitch to leaders.”
Caroline Latta, NHS North of England
Commissioning Support lead
27. “Public sector organisations are having to work
more closely together on a range of issues
including health and social care, housing and
homelessness, loneliness and social exclusion
– the root of many health problems.
“They have the opportunity to consider ‘joined
up’ public communication on some of these
linked ‘wicked’ problems.”
Professor Anne Gregory, chair in corporate
communication at the University of Huddersfield
and non-executive director of Airdale NHS
Foundation Trust
28. #FuturePRoof 3 – summary
Ultimately we all owe a debt of thanks to the NHS and it is our duty to
uphold and protect it
Its management teams and communicators are faced with difficult decisions
but now it is time to:
• Collaborate and implement one approach at scale
• Embrace transparency
• Invest in skills
• Speak the truth to power
• Engage with the public to shape the future of the NHS together
• Use frontline staff to lead the debate
Continual collaboration and innovation will help it evolve over the next 70
years
29. “The NHS faces bigger challenges now than it ever
has in its 70 year history. It needs people to fight for it
and as communications professionals we are in a
unique position to do that.
“I urge each and every one of you to please step
forward and make your voices count. Right now we
are in the privileged position of receiving free
healthcare at the point of treatment. It would be a
shame – and catastrophic for many – to lose that.
“This special edition of #FuturePRoof is my
contribution and way of showing my gratitude and
give back. Thank you and happy birthday, NHS!”
Sarah Hall, founder and editor of #FuturePRoof
30. Thank you – any questions?
Sarah Hall
sarah@sarahhallconsulting.co.uk
www.sarahhallconsulting.co.uk
07702 162 704
31. Join the #FuturePRoof community
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