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The Care Sector

The Process


PR and marketing support


Devising PR strategies, media relations, crisis communications, internal, external communications, stakeholder liaison


Regional, national and trade – on and off-line


2009 onwards

The Challenge

Absolute has working in the care sector since 2009, providing PR and marketing support for care home providers, associations and other related businesses. Objectives have included reputation management following negative CQC reports or crises, as well as building reputations with key audience groups to encourage referrals from the public and private sectors.

Our Solution

We’ve employed a variety of communications strategies, depending on whether we’re aiming to raise our clients’ profiles or minimise the fall-out from a crisis. Tactics have included national, regional and trade media relations, interview opportunities and opinion pieces as well as reactive media statements and comprehensive internal and stakeholder communications, and lobbying activities.

What We Achieved

We have succeeded in minimising negative stories as well as maximising positive ones in the media, in publications such as, Community Care Market News, Care Management Matters,, Western Morning News, BBC Spotlight, ITV Westcountry and BBC Radio 4. Our clients are now well briefed on media handling procedures throughout their organisations and we have successfully communicated sensitive issues with staff, service users, families and referrers.

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