Communications, PR and media guidance

Communications, PR and media guidance

As well as help for LPCs to support their conversations with local commissioners, PSNC also offers advice on dealing with local media requests and engaging with patients and the public. This includes alerting LPCs and contractors when there are upcoming stories they may receive questions on and giving them advice about how they could respond to these.

If LPCs need urge support on a media or communications issue, they can contact the PSNC Communications Team: Head of Communications and Public Affairs Zoe Long and Communications Officer Melinda Mabbutt.

Below is all the guidance produced by the PSNC Communications Team to support LPCs and community pharmacy contractors in regards to communications; just click on a heading to expand.

Communications planning

LPC Communications Guide
This guide is intended to support LPCs in better managing their external communications, focusing on planning, including information on who your target audiences are and how to target your communications to them.

PSNC Briefing 007/16: Campaigning guidance for LPCs
PSNC and other national pharmacy organisations are working together to coordinate campaigning work to  influence the Government and NHS. This briefing sets out a number of ways in which LPCs can contribute to that campaigning work. It includes key campaign messages, a template LPC stakeholder map, a briefing for MPs on the community pharmacy campaign, and campaigning guidance for contractors.

PSNC Briefing 023/16: Engaging with local stakeholders
The sector has built support from a range of stakeholders and particularly from MPs. This briefing sets out some actions that LPCs may wish to consider as well as guidance on writing a convincing case study and organising a local event.

Digital communications

How to use Mailchimp for emails
Mailchimp is an online tool that enables you to send email newsletters out to many recipients. This guide will show you how to setup and send emails using Mailchimp. Other email clients are available but PSNC uses Mailchimp to send out its newsletters.

Google Analytics guide
Google Analytics is a web program that can help analyse website visitor traffic and paint a picture of a website’s audience. This guide will show you how to find out what people are looking for on your site and what they find interesting which will help you tailor your content for maximum impact.

PSNC Briefing 001/17: Social media guide for community pharmacy teams and LPCs
This PSNC Briefing provides community pharmacy teams and LPCs with a guide to help them to consider the benefits of using Twitter and other social media as tools for keeping up to date with pharmacy and healthcare news or communicating with patients and other stakeholders.

Making the most of social media webinar
How can social media use benefit your pharmacy? This on-demand webinar offers guidance for community pharmacy teams on what social media to use, how to get the most from it, and what plans and procedures you may need to put in place to do so.

Digital and Social Media Training – slides from the day
Many LPCs have social media accounts and are trying to engage with contractors and local stakeholders using digital channels, but the slides from our training day explain how you can you make the most of the resources you have and ensure you make a positive impact. Other resources from the day include LPC stakeholder messaging.

Creating a Digital Strategy
This brief guide may be useful to any LPCs starting to think about developing a social or digital media strategy.

Template social media policy
We are currently working on a template guide to help you become a good advocate for your organisation whilst also steering clear of some of the common pitfalls.

PSNC communications

PSNC Briefings Database
PSNC publishes briefings for community pharmacy teams and LPCs covering updates on the NHS, guidance on regulations and other matters, and detailed FAQs to help explain key topics. You can view all briefings, or search for specific ones by key word, in this database.

PSNC Newsletter archive
Here you can look back through the general newsletters and email alerts we have sent to our mailing list. Click here to register for PSNC’s emails.

Community Pharmacy News (CPN)
PSNC’s monthly magazine, Community Pharmacy News, focuses on issues of importance to NHS community pharmacy contractors.

PSNC publications and resources
Links to key PSNC publications and resource materials.

Communications support for LPCs (login required)
This page contains details of support for LPCs on the pharmacy and healthcare stories currently in the news.

LPC News archive (login required)
Here you can look back through the emails we have sent to LPC members.

Other resources

The Heart of our Community logo
This logo has been designed to promote community pharmacy and its pivotal role in helping to manage the nation’s health and wellbeing.

Essential facts, stats and quotes
A compilation of facts, stats and quotes relating to different topics to support the commissioning of services. This page is a ‘work in progress’ and new topics will continue to be added.

LPC communications support page (coming soon)

Case studies

LPCs in the Spotlight – Derbyshire and their media success
In this edition of the ‘LPCs in the Spotlight‘ series we hear about how Derbyshire LPC has developed their public relations with the help of an external PR company which has led to them getting a half-page article in a local paper and launching a campaign with a charity who has never worked with pharmacy before.

Working with the media

Value of pharmacy press release
This document could be used following an MP visit to talk about pharmacy and/or the PricewaterhouseCoopers (PwC) report on the value of community pharmacy. Find out more here.

PSNC Briefing 049/15: Template press release highlighting pharmacy’s role
An example LPCs can use to showcase pharmacy services and what pharmacy can do to help reduce the burden on GPs.

Template press release following government imposition
This template press release has been created to help LPCs work with local media to gain coverage following the funding imposition.

PSNC Briefing 062/17: Flu Vaccination Service template press release
This PSNC Briefing contains a template press release which provides some suggested text for LPCs to use with local media outlets at the launch of the service. The template includes areas where LPCs may wish to include local information, plus quotes from a local community pharmacist and an LPC representative. You can find additional resources for generating media interest in the Flu Vaccination Service under the ‘Reaching out to local stakeholders’ section of this page.

Template press release on NMS
This template press release is intended to help promote the New Medicine Service (NMS) to the local media. A Q&A sheet for patients is also available to use: NMS Q&A sheet for patients.

Engaging with stakeholders

Communicating with patients
This page contains information and resources to help promote pharmacy services to patients and the general public.

Working with commissioners
This page contains information and resources to help promote pharmacy services to local commissioners.

Working with MPs
This page contains information and resources to help promote pharmacy services to local MPs.

Working with local authorities
This page contains information and resources to help promote pharmacy services to councillors and local authorities.


LPCs or contractors with specific questions or lobbying/media issues can contact Zoe Long, Head of Communications and Public Affairs, or Melinda Mabbutt, Communications Officer, for more advice.



Latest PSNC news

View more PSNC news >

Ask PSNC: Flu FAQs

The team at PSNC has received a number of queries on the NHS Flu Vaccination Service 2017/18. Below are some...