Earned Media Strategies

Gaining valuable publicity and third-party endorsements for your care home at minimal cost

Earned Media for Care Homes

Earned media refers to publicity gained through promotional efforts other than paid advertising. For care homes with limited marketing budgets, earned media strategies offer exceptional value, providing third-party credibility and wide reach at minimal financial cost.

Why Earned Media Works
  • Provides third-party credibility that advertising cannot buy
  • Reaches audiences who may not see your direct marketing
  • Creates lasting content that can be repurposed across channels
  • Builds your care home's reputation and authority
  • Requires minimal financial investment, focusing instead on relationship-building

Local Media Relations

Building relationships with local newspapers, radio stations, and online news outlets can result in valuable coverage of your care home's activities and achievements.

Implementation Steps:
  1. Create a media list of local outlets and key contacts
  2. Develop a press kit with key information about your care home
  3. Identify newsworthy stories and events
  4. Write and distribute press releases
  5. Follow up personally with key media contacts
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Newsworthy Story Ideas:
  • Milestone celebrations (resident birthdays over 100, care home anniversaries)
  • Innovative care approaches or new services
  • Community partnerships and initiatives
  • Intergenerational projects with local schools
  • Resident achievements or life stories
  • Staff recognition and awards
  • Seasonal events and celebrations
  • Fundraising activities for local causes

Press Release Development

Well-crafted press releases are essential tools for gaining media coverage, providing journalists with the information they need to create stories about your care home.

Implementation Steps:
  1. Identify a genuinely newsworthy angle
  2. Create a compelling headline and strong opening paragraph
  3. Include quotes from relevant stakeholders
  4. Provide supporting details and background information
  5. Include high-quality images and contact information
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Press Release Structure:
  1. Headline: Clear, concise, and attention-grabbing
  2. First paragraph: Who, what, when, where, why (the essential facts)
  3. Second paragraph: Quote from key person (manager, resident, or partner)
  4. Third/fourth paragraphs: Additional details and context
  5. Fifth paragraph: Background information about your care home
  6. Contact information: Name, phone, email for media inquiries
  7. Notes to editors: Additional information that might be useful

Expert Commentary and Thought Leadership

Positioning your care home manager or senior staff as experts in elderly care can generate valuable media opportunities and enhance your reputation.

Implementation Steps:
  1. Identify areas of expertise within your team
  2. Develop position statements on key industry topics
  3. Reach out to media with offers of expert commentary
  4. Respond quickly to journalist requests
  5. Create thought leadership content for industry publications
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Expert Commentary Topics:
  • Trends in elderly care and person-centered approaches
  • Dementia care innovations and best practices
  • Addressing loneliness and social isolation in older adults
  • Navigating the care system and funding options
  • Seasonal health concerns for elderly people
  • Technology in care homes and digital inclusion
  • Staff recruitment, retention, and development in care
  • Responses to policy changes affecting the care sector

Award Submissions

Industry awards provide external validation of your care home's quality and generate valuable publicity opportunities when you're shortlisted or win.

Implementation Steps:
  1. Research relevant care sector and business awards
  2. Create a calendar of submission deadlines
  3. Gather evidence and testimonials for applications
  4. Craft compelling award submissions
  5. Leverage nominations and wins in your marketing
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Relevant Award Programs:
  • Great British Care Awards (regional and national)
  • Care Home Awards
  • National Care Awards
  • LaingBuisson Awards
  • Leaders in Care Awards
  • Local business awards in your area
  • Chamber of Commerce business awards
  • Social care and healthcare sector awards

Community News Submissions

Local newspapers, community websites, and parish magazines often welcome content submissions about community activities and events.

Implementation Steps:
  1. Identify local publications that accept community news
  2. Learn their submission guidelines and deadlines
  3. Create short, newsworthy articles about your care home activities
  4. Include high-quality photographs
  5. Submit regularly to build ongoing presence
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Community News Submission Tips:
  • Keep articles brief (200-300 words) and focused on one event or story
  • Include quotes from residents, staff, or community participants
  • Provide high-resolution images with captions identifying people (with permission)
  • Focus on the community benefit or interest rather than promoting your care home
  • Include a brief boilerplate paragraph about your care home at the end
  • Submit well before publication deadlines
  • Build relationships with editors through consistent, quality submissions

Media Partnerships for Events

Partnering with local media for your care home events can significantly increase attendance and coverage while providing value to the media outlet.

Implementation Steps:
  1. Plan a community event with broad appeal
  2. Identify potential media partners (local newspaper, radio station)
  3. Create a partnership proposal outlining mutual benefits
  4. Negotiate coverage and promotion arrangements
  5. Acknowledge media partner prominently at the event
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Media Partnership Benefits to Offer:
  • Exclusive coverage of the event
  • Logo placement on all event materials
  • Opportunity to have a presence at the event
  • Access to interview participants and organizers
  • First rights to any news or announcements made at the event
  • Acknowledgment in all press releases and social media
  • Opportunity for media representative to speak or present at the event

Online Reviews and Testimonials

Positive online reviews and testimonials provide powerful third-party endorsements that influence potential residents and families in their decision-making process.

Implementation Steps:
  1. Identify key review platforms (Google, carehome.co.uk, NHS Choices)
  2. Create or claim your profiles on these platforms
  3. Develop a process for encouraging satisfied families to leave reviews
  4. Respond professionally to all reviews, positive and negative
  5. Share positive reviews across your marketing channels
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Review Generation Best Practices:
  • Ask for reviews at positive moments (after compliments, successful events)
  • Make the process easy by providing direct links to review platforms
  • Create simple instruction cards for families who may be less tech-savvy
  • Never offer incentives for positive reviews (against platform policies)
  • Respond to negative reviews promptly and constructively
  • Thank reviewers for positive feedback
  • Use review content (with permission) in your marketing materials
Earned Media Compliance Considerations

When implementing earned media strategies for your care home, ensure you:

  • Obtain proper consent for all resident stories, images, and quotes
  • Maintain accuracy in all statements and claims about your care home
  • Follow CQC guidelines regarding marketing and promotional activities
  • Respect privacy and confidentiality in all media communications
  • Adhere to review platform policies when soliciting and responding to reviews

Earned media strategies offer care homes exceptional value, providing third-party credibility and wide reach at minimal financial cost. By systematically building relationships with local media, sharing newsworthy stories, positioning your team as industry experts, and leveraging reviews and awards, you can significantly enhance your care home's visibility and reputation in the community.

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