In this episode of Care Home PR and Marketing Podcast, Adam James and Samara Ullmann of Springup PR reveal how to get regional news TV coverage for care homes – to amplify awareness, boost staff morale and positively impact residents and their families.

They focus on how care homes can craft compelling stories and how securing media coverage for care homes can drive community engagement and contribute to enhancing their reputation in the local area.

Adam and Samara provide insights into the strategy behind media pitches, explaining how a strong human interest angle is key to capturing a journalist's attention.

In the episode Samara and Adam discuss:

• The power of media exposure and how “TV coverage brings incredible benefits—not just for awareness, but for boosting staff morale and making families and residents feel proud”.

• Why care homes should target individuals aged 45+, who are more likely to consume traditional media such as the 6 pm news.

• The “ripple effect “of TV coverage and how this can lead to immediate calls to care homes, asking about the specifics of the story, like how they improved residents' lives.

• Why it's crucial to "hijack the news agenda," using current events to create relevant stories about care homes helping to address these issues.

• The importance of visual storytelling for TV with stories needing a visual element to capture attention, “whether it’s music therapy, dog therapy, or even a piano performance by a blind resident”.

• Why care homes should focus on human stories that highlight the benefits to the individual, their family, and the wider community.

• Why local journalists are eager to share positive, uplifting stories from care homes that benefit both residents and the community.

• Why the local press love stories where care homes engage with their community, “like a care home donating food from its allotment to a local food bank”.

• The importance of media training and why it’s important to “ensure that the spokesperson feels comfortable and confident.”

• The pitching process, “making sure to send a clear, concise email with a full package for the journalist: the story, interview opportunities, and what they can film.”

• Why you shouldn’t pitch stories when there's a regional crisis happening, “wait until journalists are less busy with breaking news,” for the best chance of success.

• The importance of building relationships with journalists by picking up the phone and speaking directly to the news desk to ensure your pitch is received well.

• How care homes can shine in the media though “a bit of preparation and the right story,” to present themselves positively in the media, benefiting both their reputation and their community.

This episode of the Care CEO Success Stories podcast features Jac Owen, founder and managing director of Connect, which handles enquiries on behalf of care homes.

Jac discusses with host Adam James of Springup PR how Connect helps care homes increase their occupancy by managing enquiries effectively - emphasising the importance of handling inquiries with empathy and understanding, recognising the emotional journey of callers, and ensuring enquiries are followed up appropriately.

Jac highlights the need for care providers to be accessible and responsive across various contact methods, including phone calls, emails, and live chats.

She also shares her insights into training staff to handle inquiries with a personal touch, avoiding a tick-box approach, and ensuring clear communication about next steps for callers.

The discussion also touches on the importance of following up, the benefits of having transparent pricing, and the various ways to measure and improve conversion rates from enquiries including:

• The importance of "understanding the emotional journey,” of callers looking for care for their loved ones

• How care providers should be accessible via phone calls, emails, live chats, and even WhatsApp.

• Training should focus on listening skills, empathy, and avoiding a tick-box approach.

• Follow up calls are a courtesy and show care and interest and “should be done in a way that is helpful and not intrusive”.

• Having “transparent pricing,” on the website is important but should be “balanced with the opportunity to discuss the value of the services”.

• Measuring success by tracking enquiries and ensuring effective follow-up.

• Care providers should “continually review and improve,” their enquiry management processes with training and support for staff.

• Calls should start with “empathetic listening,” to understand the caller’s needs and concerns.

• Always provide clear next steps to the caller, ensuring they know what to expect.

• Handling enquiries with a “personal touch rather than a scripted response,” makes a significant difference.

• Ensuring enquiries from multiple channels are managed efficiently and effectively.

• Consistent engagement and follow-ups “build trust and demonstrate commitment”.

• How it's essential to discuss the “value of the services,” during initial enquiries, not just the price.

• Being adaptable to the needs of callers and “providing tailored responses," enhances the overall experience.

This episode of the Care Home PR And Marketing Podcast features Stephen Forster, founder of the Care Social Network.

Drawing from his background in care and recruitment, Stephen shares how to revolutionise care worker hiring for care homes.

Stephen used to work as domiciliary care assistant in Huddersfield, and it was here that he advanced to HR manager subsequently helping to double the size of the company within two years before founding recruitment and retention company Care Social Network.

In the episode Stephen focuses on:

• “Why you can recruit all your carers via Indeed”: Stephen believes care providers need only use Indeed for hiring care assistants – and he offers unique insights into optimising job adverts and budgets.

“Indeed is 100% a golden ticket. Learn how to use Indeed you can smash it! One provider I’ve been helping has at least 500% more applications while using the same budget as previous,” says Stephen.

He adds: “focusing your efforts on Indeed rather than spreading them thin across various channels,” is key.

• Why “it’s now a candidates’ market – so you must strip back your entire recruitment processes to make it work”

Stephen addresses how overuse of agency staff can lead to permanent staff being unhappy, which ultimately negatively impacts care.

• Why “time-to-hire: is vital:

“Often if someone applies for a care job on Indeed the care home will reply three days later, and it’s often a boring ad. And yet they expect candidates to get back to them!?” says Stephen.

“The truth is you must treat applicants with unbelievable respect, like gold dust - and get on the phone to them straight away”

“I use a VET (voicemail, email, text) system, and I do this twice per day, per applicant.

“Remember, candidates may be applying for 4 or 5 care jobs in one go on Indeed. So you have to be fast

“And you must sell the company ethos to candidates, and why your provider is the best place to work.”

Stephen gives the example of one Lancashire provider with three homes which cut agency usage from 60% to 5% saving over £10,000 a month in agency fees.

• Why face-to-face interviews are, in the present recruitment climate, more about “candidates interviewing the care provider.”
• Why lengthy screenings of applicants via the phone need to be reduced - and face to face interviews should be around one hour.

Why offering jobs on the spot should not be considered as “being desperate”.

Rather it’s about doing “whatever it takes,” to get the right person to work for you.

• No-shows: “Providers complain that potential applicants are not good enough and do not show up – but when I dig deeper it’s because processes are not good enough from the start,” says Stephen.
• Hiring registered managers: Stephen recommends “using Indeed and its CV search features to proactively reach out to potential candidates, potentially saving on recruitment fees…..You can hire a new manager for £250 – and that can be done by every care company…”