Communications offers the NHS its greatest lifeline

Earlier this month I published #FuturePRoof edition three: The NHS at 70 with wider lessons for the PR community. Today I had the pleasure of presenting the key themes and background to #FuturePRoof during a webinar for NHS Elect.

Here’s the deck I shared.


Just like the other two books, #FuturePRoof edition three is aimed at reasserting the value of public relations. This time round it features 25 new essays from a range of senior practitioners working across the complex web of organisations that make up the NHS.

Key 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; and the role of practitioners in managing major change.

The chapters are jam packed with expertise from a forward-thinking cohort of comms leaders and advisers, striving to reinforce the strategic value of public relations within their organisations.

There are some very clear take outs and perhaps the biggest lesson for management teams, communicators and the wider public relations community is to embrace transparency, invest in skills and use real people to lead debate.

The book comes at a critical point in the NHS’s history. The organisation is a living breathing case study of comms innovation as it manages competing political agendas and stretched budgets, while communicating ever more frequently with an increasing number of people with complex needs.

How its many teams join forces to implement one approach at scale is a pressing challenge as the face of healthcare as we know it changes radically.

#FuturePRoof is available in hard copy and on Kindle via

To join the #FuturePRoof community, follow @weareproofed and find the #FuturePRoof community on Facebook.