PJ Care’s Eagle Wood Neurological Centre, in Peterborough, is the UK’s only specialist care centre able to treat all neurological conditions on one site.
For its official launch Springup PR and PJ Care’s PR strategy centred around proactive media relations and creative social media initiatives, including a “Win Great Big Eagle Wood Food Hamper” competition on Twitter, Facebook and Linkedin platforms.
Media attendance of the launch event, and subsequent coverage was extensive, including a double-page ‘Special Report’ in Peterborough Evening Telegraph and two ITV news features. Other coverage included the entire front page of Healthcare Business magazine, and the front page of Caring UK magazine. There were also features in Care Industry News and Care and Nursing Essentials. Total audience reached with entirely positive messaging was 938,000.
“The PR campaign was well planned with clear and simple objectives which were fully met,” said Wendy Thompson, PJ Care’s General Manager Sales and Marketing.
ITV coverage of opening of Eagle Wood Neurological Care Centre
“The resulting media coverage raised PJ Care’s profile with NHS commissioners, social services commissioners, and leading neurological charities.
“This resulted in an increased number of referrals from a much wider spread of commissioners, helping us to stay on target with admissions to Eagle Wood Neurological Care Centre.
“The coverage…has had a wide-reaching impact in relation to our credibility as a neurological care provider. It has also prompted contacts from people as far afield as New Jersey, USA and the Middle East.”
Adam James, Managing Director of Springup PR, said: “On looking at the list of judges for this award, I think we have a right to feel pretty chuffed to be on this shortlist.
Judges of the 2014 PRCA Dare award.
“And it’s our second shortlist for a major PR award in a matter of months – it confirms our vision that being a PR agency run by former senior journalists turned PR pros is the way to go.”
The PRCA is the largest PR association in Europe, representing 12,000 people in agencies, in-house communications teams, and individuals.
DARE stands for “Debating Agenda and Recognising Excellence”, and the award winner for the “Live, Loud and Launched Award” will be announced in June.