Successful PR campaign delivered a massive surge in awareness about work of Scotland’s care watchdog
THE Care Inspectorate was established to ensure the highest standards in care homes, nurseries and child minding services.
It recognised that the public want to feel confident that such vital services for vulnerable people were regularly inspected to ensure high quality care and that the rights of users were protected.
But there was concern that not enough people knew inspection reports are published on the Care Inspectorate’s website and the role they can play in ensuring good care for everyone in Scotland.
However, a dedicated three month public relations campaign exceeded all expectations.
- 70 items of coverage – including national, specialist, online and local media
- Provided a local voice to dedicated Regional Managers
- 40% increase in inquires from the media in the three months after the campaign
- A 48% increase in web traffic to the inspection report pages;
The carefully-planned, Scotland-wide PR campaign delivered a significant increase in the media profile of the organisation and its work, providing. That proved the perfect platform for the launch of a new grading system.
The huge rise in traffic to the inspection report pages of the watchdog’s website provided the most compelling evidence for the success of the campaign.
As part of the campaign We also crafted a media How To guide to encourage greater access and awareness of the inspection reports, providing key guidance for the first time on how journalists could find information on services in their areas.
Download a full pdf of the Care Inspectorate public relations case study with a full and detailed account of the work carried out and the results delivered as the national watchdog prepared to rollout a new care service grading system.
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