The care sector plays a crucial role in society, yet many care homes struggle to gain visibility beyond their immediate community. With increasing competition and public scrutiny, having a strong, positive reputation is more important than ever. This is where impactful PR comes in.

Public relations isn’t just about sending out press releases – it’s about telling compelling stories, building trust and positioning your care home as a leader in quality care. Whether you want to attract new residents, recruit dedicated staff, or strengthen ties with the local community, a well-planned PR strategy can help.

In this guide, we’ll explore practical and effective PR tactics that will help your care home stand out. From leveraging media relationships to using social media and community partnerships, you’ll learn how to craft a PR approach that raises awareness, enhances credibility and makes a lasting impact.

Understand What Makes Your Care Home Unique

To be able to ‘PR’ effectively, you need to understand and discover what makes your care home ‘PR-able’.

Care home owners and leaders should identify their unique selling points (USPs) – does your home offer specialist care, or perhaps you’re renowned for over-70s exercise classes, ex-Michelin star chefs or unusual therapy animals?

In addition to things like award wins and innovative resident programmes, I’d encourage care home managers and owners to really dig deep while reviewing USPs and looking for PR potential. What might seem like normal, everyday life in your care home could tug at the heartstrings of, or excite the local community and beyond.

Showcasing all of the fantastic things that a care home does can bolster PR and other brand awareness efforts.

Build Strong Media Relationships

Once you’ve discovered key messages, building strong media relationships can help spread them. This no longer means taking journalists out for a coffee on the company card, however, but rather:

• Knowing your local and industry media: Research local newspapers, radio stations and care sector publications.
• Crafting compelling press releases: A spray-and-pray approach rarely works anymore. It isn’t enough to just throw the proverbial at the wall and see what sticks. PR teams must choose their media contacts wisely and work towards becoming a trusted source of information. Keep it relevant and package up any supporting content or media – be as useful as you can!
• Be a go-to expert: Offer your care home manager or senior team for expert commentary on social care issues – Just like the point before, be as useful as possible, eventually, you might find that journalists reach out to you for comment.
• Invite journalists: Encourage media visits to showcase real stories of resident care and staff dedication – now’s the time to treat them to a coffee!

Harness the Power of Storytelling

Storytelling is one of the most effective ways to showcase the heart of your care home. Featuring real stories from residents and staff helps humanise your brand, making it more relatable and trustworthy.

Case studies are particularly powerful, offering tangible examples of how your care home has made a meaningful difference in people’s lives. Whether it’s a resident thriving in a new community or a staff member’s journey in care, these narratives create emotional connections with families seeking reassurance.

Multimedia content can further amplify your stories – photos, video testimonials, and behind-the-scenes glimpses bring your care home to life on social media and your website. Additionally, aligning your stories with national awareness days, such as Dementia Awareness Week, can help spark wider conversations and increase engagement.

By sharing authentic, impactful stories, you build trust and establish your care home as a compassionate, high-quality provider.

Engage on Social Media

Social media is a powerful tool for engaging with families, professionals, and the wider community. Choosing the right platforms is key – Facebook fosters family engagement, while LinkedIn enhances professional credibility. Regular updates keep your audience informed and engaged; share resident activities, staff highlights and community partnerships to showcase the vibrancy of your care home.

Diversify your content with engaging formats like short-form videos, resident spotlights, and live Q&A sessions to foster interaction. Engagement doesn’t stop at posting – responding promptly to comments and messages helps build relationships and trust. By maintaining an active and approachable presence online, you create a welcoming digital extension of your care home.

Leverage Awards and Accreditations

Industry awards and accreditations are powerful tools for building credibility and gaining media exposure. It’s the epitome of putting your money where your mouth is.

Entering industry awards showcases your care home’s commitment to excellence and helps differentiate you from competitors. Highlighting Care Quality Commission (CQC) ratings and other recognitions in PR materials also reinforces trust and reassures prospective residents and their families.

Beyond formal awards, celebrating staff achievements is equally important. Recognising the dedication and expertise of your team not only boosts morale but also demonstrates a strong commitment to delivering exceptional care. By actively promoting your awards and accreditations, you enhance your reputation and position your care home as a leader in the sector.

Collaborate with Community Partners

Building strong relationships with local businesses, schools, and charities can create valuable community-driven PR opportunities. Partnering with trusted organisations enhances credibility and fosters goodwill, positioning your care home as an active and caring member of the local community.

Hosting open days, fundraising events, or volunteer initiatives generates positive media coverage and engages both residents and their families. Additionally, collaborating with influencers or advocates in the care sector can amplify your reach and reinforce your expertise. By working closely with community partners, your care home can strengthen its reputation, attract new residents and cultivate meaningful connections.

Conclusion

Effective, impactful PR for care homes is built on understanding your unique strengths, engaging the media, telling compelling stories and using social media strategically. 

You need to do that while remembering that consistency is key – maintaining ongoing PR efforts helps build a strong, credible reputation over time.

It’s more than just media coverage; it’s about fostering trust, sparking meaningful conversations and strengthening relationships with key audiences. For care homes, this means:

• Building trust and credibility with residents, families, and the wider community
• Raising awareness about the quality of care, staff expertise and resident wellbeing
• Humanising your brand through compelling storytelling and real-life success stories
• Engaging with media and influencers to amplify positive narratives
• Driving action, whether it’s attracting new residents, recruiting staff, or influencing policy discussions

Care homes don’t need to start big – small, consistent steps in sharing their work can make a significant impact. By being proactive and authentic in PR efforts, care homes can shape a reputation that truly reflects their values and strengths.

If you need expert guidance on PR for your care home, Conteur can help. As a specialist health and social care communications agency, Conteur can support you in crafting impactful PR strategies that elevate your brand and build trust with key audiences. Get in touch today to find out how we can help your care home.