Communications and PR

Communications and PR

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.

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 (new)
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.

Holding events

PSNC Briefing 048/17: Hosting a pharmacy visit for your local MP (new)
This PSNC Briefing provides guidance to help LPCs to organise successful visits to community pharmacies for local Members of Parliament.

PSNC Briefing 036/16: Organising a local MP engagement event
On 17th December 2015 the Government announced a number of plans for community pharmacy via an open letter to PSNC. Since then LPCs, contractors and the national pharmacy organisations have been campaigning to ensure that policy makers reconsider the plans and understand the value of community pharmacy. In order to maintain momentum over the summer of 2016, LPCs may wish to consider holding a local event with MPs and other stakeholders. This briefing sets out guidance and tips for LPCs on organising such an event.

PSNC Briefing 031/15: Engaging commissioners with a Think Pharmacy event
Think Pharmacy is a brand that has been successfully used by many LPCs to engage their local commissioners to think differently about the provision of services – to ‘Think Pharmacy’ as a solution. Rather than going to commissioners individually, an LPC Think Pharmacy event brings everyone together to learn more about community pharmacy and showcase pharmacy services. Several LPCs have run Think Pharmacy events – if your LPC hasn’t done so yet this pack provides the material you need to get started.

Best practice examples

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.


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.



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