#FuturePRoof edition 3: The NHS at 70 with lessons for the wider PR community

2018 marks seventy years of the NHS. To celebrate, #FuturePRoof is publishing a special edition aimed at showcasing best practice in comms by teams within one of the UK's best loved brands.

#FuturePRoof launched in 2015 to tackle issues facing the public relations profession and celebrate best practice. Edition three is designed to celebrate the innovative and pioneering work undertaken by practitioners within the NHS on its seventieth birthday. It will be published in the New Year.

Below is the chapter spec list (in no particular order). As you'll see, authors are still being sought for some chapters. If you'd like to get involved, please email editor Sarah Hall at sarah@sarahhallconsulting.co.uk with the chapter you're interested in and a précis of your proposed content.

In terms of the commitment involved, authors are asked to supply 800-1200 words by 12 January.  The style requires 3 chapter 'take outs’ and dynamic copy written for the screen with sub heads as per this example.

If your pitch is successful, you'll also need to supply a 2-3 line bio containing any relevant links, a Twitter handle and a pic when it comes to submission.

CHAPTER SPEC LIST

CHAPTER ONE

Strategy setting - Where is the NHS heading and how will it get there? Aligning comms and marketing with the organisational objectives. Transitioning to prevention over cure. AUTHOR APPROACHED

CHAPTER TWO

Leadership and professionalism - What does good look like and what’s the benchmark? CLAIRE RILEY

CHAPTER THREE

Managing complexity - Simplifying and communicating how the NHS system operates; organisational complexity, hierarchies and managing competing agendas. STEVEN POLLOCK

CHAPTER FOUR

Political safeguarding - Competing political agendas and the impact on NHS business planning and commsROY LILLEY

CHAPTER FIVE  

The NHS at 70 - Outside looking in; an external expert’s perspective. AUTHOR APPROACHED

CHAPTER SIX

The power of the NHS brand - The story of the NHS identity and brand and how sub brands are using the association to diversify and scaleNICK RAMSHAW

CHAPTER SEVEN

Trust in the NHS - Public trust and the NHSKAYLEIGH RYAN

CHAPTER EIGHT

Doing digital - Managing the public and patient interface through technology. RACHEL ROYALL

CHAPTER NINE

Employee engagement and culture - Best practice with particular reference to strong sub-cultures within the NHS (such as The Christie in Manchester). AUTHOR NEEDED

CHAPTER TEN

CPD - Establishing a common competency framework across teams. AUTHOR NEEDED

CHAPTER ELEVEN

Cash strapped and resource starved - Doing more with less; how NHS comms teams are respondingROSS WIGHAM

CHAPTER TWELVE

Integrated comms and content marketing - Moving away from a reliance on media relations to integrated comms featuring strong visuals and multi-media contentCAROLINE LATTA

CHAPTER THIRTEEN

Innovation through technology - The TEL programmeALEX DRINKALL

CHAPTER FOURTEEN

Crisis planning - Planning for the worst; politics, privatisation and data breaches. AUTHOR NEEDED

CHAPTER FIFTEEN

Safeguarding data - Understanding patient data and managing conversations about its use with the Care.data programme as an exampleNICOLA PERRIN

CHAPTER SIXTEEN

Planning and insight - Winter bed shortages; how to use data to inform future campaigns and change the media narrativeLIZ DAVIES

CHAPTER SEVENTEEN

Internal comms with 1 million people and counting - Managing internal comms within a complex web of organisationsAUTHOR NEEDED

CHAPTER EIGHTEEN

Motivation and mental wellbeing - Supporting employees in the face of organisational criticism and pay freezesAUTHOR NEEDED

CHAPTER NINETEEN

Hello, my name is - Putting the patient first; what comms pros can learn from the ‘Hello, my name is’ campaignCHRIS POINTON

CHAPTER TWENTY

Public health behaviour change - Taking a holistic approach from prevention through to end of life. ALEXIA CLIFFORD

CHAPTER TWENTY ONE

Social leadership - Diversity & inclusion & conditions for communityJULIAN STODD

CHAPTER TWENTY TWO

Dispelling myths - Managing misperceptions and the mediaAUTHOR NEEDED

CHAPTER TWENTY THREE

Ethics - Challenges in daily practice in adhering to industry Codes of ConductAUTHOR NEEDED

CHAPTER TWENTY FOUR

Procurement - Small changes, big differences; embedding procurement processes that can add real value. AUTHOR NEEDED

CHAPTER TWENTY FIVE

Sorry we can’t help - Breaking bad news; communicating with audiences and stakeholders when lives are at riskAUTHOR NEEDED

CHAPTER TWENTY SIX