One of the sectors I'm most passionate about is adult social care. It’s often underfunded, overshadowed by the NHS, and notoriously difficult to navigate. Yet, despite these barriers, adult social care continues to have a profound impact on countless people across the UK. The support and care available can transform lives, offering dignity, comfort, and a better quality of life to those in need. It's this transformative power that fuels my passion and commitment to supporting businesses working in this space.
Recently, I had the privilege of being appointed by My Care Consultant to provide bespoke PR support for the launch of its new initiative, My Care Hub. This opportunity was not only exciting but also aligned perfectly with my dedication to adult social care. The goal was to ensure that this innovative platform reached the right audiences and received the attention it deserved.
Introducing My Care Hub
My Care Hub is an independent 'one-stop-shop' for care-related advice, designed to help carers and those in need of care navigate the complex world of adult social care in the UK. The hub provides a wealth of information and guidance, making it easier for people to understand their options and access the services they need. Launched last month specifically for financial advisers and their clients, My Care Hub aims to simplify the process of finding and utilising adult social care services.
Crafting a successful PR campaign
To support the launch of My Care Hub, I focused on a strategic media outreach campaign targeting both the adult social care sector and financial services trade press. The objective was to raise awareness and drive engagement among these key audiences. This involved several crucial steps:
Tailored distribution list: I compiled a detailed and targeted distribution list, ensuring that we reached the most relevant journalists and media outlets.
Bespoke pitches: Crafting personalised pitches was essential to grab the attention of journalists and convey the unique value of My Care Hub.
Press release: I distributed a comprehensive press release to the selected media contacts, highlighting the launch and its significance, alongside offering further exclusive interviews and comment pieces.
The results of this focused approach were impressive. We secured 10 pieces of coverage in highly relevant media outlets, reaching a wide and pertinent audience. Additionally, activity generated one interview and one op-ed, both of which required further support. I worked closely with the journalists and My Care Consultant team to draft the necessary materials and ensure that the coverage accurately represented My Care Hub's mission and benefits.
Achieving impactful results
The PR campaign successfully introduced My Care Hub to over 100,000 professionals within the financial services and adult social care sectors. This included generating 3 valuable links to the My Care Hub website, driving traffic and increasing visibility. The client was extremely pleased with the outcomes, as evidenced by a wonderful testimonial from Jacqueline Berry, MD at My Care Consultant.
Looking ahead: Consumer launch
Building on the success of this initial launch, My Care Consultant is now preparing for the next phase: a consumer launch scheduled for the summer. This upcoming campaign will aim to reach a broader audience, ensuring that even more people can benefit from the valuable resources and support offered by My Care Hub.
In conclusion, working on this project has been incredibly rewarding, reaffirming my passion for adult social care. Despite the challenges faced by this sector, the positive impact it can have on individuals' lives is undeniable. I look forward to continuing my work in this area, helping to bring about meaningful change and support for those who need it most.
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