The HCA Press Office - A Year In Focus

The HCA Press Office has had an extremely busy twelve months. In addition to the ever growing number of press requests for HCA comments or stance on issues relating to hospital catering or general food linked issues of public concern, the Association has also been increasing its profile with its own proactive activities such as National Protected Mealtimes Day, its first national promotional campaign in March. This not only created a significant amount of media interest, it attracted the attention and support of other professional bodies.

The combined effect of this mix of reactive and proactive media communication over the past year has helped generate a much higher level of interest and coverage, to forge new media relationships and to expand the HCA’s profile in a wider range of key professional publications.

Neil Watson-Jones, as the Association’s immediate past Chairman, was regularly in demand for direct quotes to support or expand upon the official HCA Media Statements prepared by the HCA Press Office.

The following is a brief snapshot of the work of the HCA Press Office over the last year. Hopefully, this will provide some insight into the variety and range of media liaison that the HCA is now called upon to conduct.

WINTER/SPRING 2003

Update on Better Hospital Food

The HCA Press Office provided information and assistance to Angela Spencer for an article on the BHF Programme to be published in the March 2003 issue of NHS Magazine.

Target Healthcare

Considerable help and assistance was given to editorial team researching and compiling both the Spring and Autumn issues of Target Healthcare, the previous supplement to Caterer & Hotelkeeper.

Better Hospital Food - Dreams or Deliverance?

Following liaison with the Conference Committee for the 2003 HCA Conference in Birmingham, a trade/national media press release (“Better Hospital Food - Dreams or Deliverance?”) was prepared for distribution ahead of the Conference date focusing on the key points of Loyd Grossman’s speech.

Key trade journalists from Cost Sector Catering, Caterer & Hotelkeeper and Caterer.com were invited to attend and press packs were prepared for the Conference. These also included a press release on the announcement of three major HCA initiatives - new HCA logo, new Honorary Patron and formation of new Greater London Branch.

Pre-Conference liaison was undertaken with West Midlands media. This resulted in interview with Loyd Grossman and the Birmingham Post, a recorded interview with Neil Watson-Jones for the news bulletins on BBC Radio WM and a live interview with Neil on the Radio WM Breakfast Show on 24 April. Other media interest achieved was the Press Association, an interview with Loyd Grossman on British Forces Broadcasting, Caterer & Hotelkeeper (1 May); Caterer.com (2 separate stories - 28 April), a major article in the Birmingham Post (25 Apr) and Cost Sector Catering (June).

SUMMER 2003

Imported Chicken

A media statement was prepared in May 2003 in response to the concerns being raised in media reports at the time on the subject of potentially poor quality imported chicken being unwittingly purchased by public sector caterers through UK based catering industry suppliers. This was used as a basis for HCA media response by the Press Office.

Medical Profession Must Take Clinical Nutrition Seriously

Media statement prepared on the findings of the Royal College of Physicians Report released in July 2003 which stated that patients nutritional needs were being overlooked by doctors and which called on the medical profession to take clinical nutrition seriously.

The HCA Press Office was contacted by Sky TV News for its reaction and a ‘nutritional expert’ was requested as an interviewee for the following day’s news programme. Following consultation with Neil Watson-Jones, Rick Wilson at King’s College Hospital, London was asked to represent the HCA. Sky TV filmed the interview on 9 July. The HCA media statement was supplied to Rick Wilson to support his interview and to Sky TV News as well as other professional press.

Hospital Food Getting Better

A verbal statement was prepared as comment from the HCA on the release of the 2003 PEAT findings in August 2003 by the Department of Health. An interview was arranged with Neil Watson-Jones and a number of media. This resulted in the inclusion of an HCA comment in articles in Caterer & Hotelkeeper (21 August), Cost Sector Catering (September) and Yorkshire Post.

To Pay or Not To Pay?

A comment was sought from the HCA on its reaction to the Derek Wanless Report which hinted at patients possibly paying for their meals in the future. A telephone interview was arranged with the HCA Chair and Caterer & Hotelkeeper. The HCA comments were included in the publication’s 7 August 2003 issue.

AUTUMN/WINTER 2003

High Patient Satisfaction in Scotland

A media statement was prepared on the findings of the Audit Scotland Report on Catering for Patients published on 20 November 2003 After consultation with David Williamson on some of the key issues raised by the Report, a number of observations were made by the HCA.

The HCA statement was also sent to the Health and Medical Correspondents of the Scottish national press and also to other national, trade and professional media.

Impact on Catering by PFI Hospitals

Information and assistance was given to Caterer & Hotelkeeper for a major feature on the impact of PFI on both catering services and the quality of patient meals. An interview was arranged with Neil Watson-Jones whose comments appeared in 11 December 2003 issue.

Patients Malnourished in Hospital

A comment was requested by Cost Sector Catering for its February 2004 issue on a claim that ‘40% of patients were undernourished’. An HCA Media Statement was supplied and a telephone interview arranged with the HCA Chair on 18 Feb 2004.

Hospital Chefs Take Top Awards

A national media photocall invitation was prepared by the HCA Press Office and sent to the picture and news desks of all the national daily press, radio and TV to attend the Hospital Chefs Team Class at Le Salon Culinaire at ExCel on 27 February 2004.

A press pack containing a press release and details of the Competitors and their dishes was prepared for on the day.

The Press Association interviewed the winners and syndicated a news story to national and regional media. A follow up HCA press release was written on the winners and issued to the trade/professional press with photographs of the awards ceremony with Loyd Grossman and Award sponsors, Hobart. Coverage was achieved in Caterer & Hotelkeeper (11 March), Caterer Online (15 March), Cost Sector Catering (April) and NHS Magazine (May). Coverage also appeared in each of the winners’ respective regional press.

SPRING 2004

Food First - Prioritising Patient Mealtimes

Ian Robinson, Graham Walker and Hazel Green formed the core team which developed plans for the HCA’s first national promotional initiative including devising the theme, setting the date and formulating the Day’s slogan and communications strategy.

A national press release was prepared outlining the concept of the proposed HCA’s National Protected Mealtimes Day on March 4. This became an integral part of the Day’s promotional pack which was compiled to assist hospitals with the staging of their own Day on March 4.

A National Protected Mealtimes Day press pack was prepared and issued to all health correspondents of the national daily and Sunday press which resulted in keen interest from The Observer newspaper in particular.

Considerable media liaison was undertaken with trade and professional media during the period October 2003 - March 2004 (see coverage list below) as well as immediately prior to the launch on March 4. A photocall invitation to national media was issued to attend the launch at St Thomas’ Hospital. However, as photography could not take place on the wards or with patients at St Thomas’ Hospital, an alternative venue was sought for photography at the Middlesex Hospital. The HCA Press Office arranged for Nursing Times to attend on March 3 to take pictures and then for Health Service Journal with Loyd Grossman on March 4.

Media interest was also secured with Channel 5 TV News but because of a live news requirement and the unavailability of ward facilities at the time resulted in Channel 5 not going ahead. Interest was received from radio stations (e.g. BBC London, BBC Radio Oxford). A follow up HCA press release was prepared on the outcome of the Day and included the message of commendation sent by Lord Warner to the official launch event. The HCA’s National Protected Mealtimes Day initiative was deemed a huge success with over 300 hospitals registering to take part on March 4.

HCA Protected Mealtimes Day trade and professional media coverage:

Publication Issue Date Target Healthcare Oct 2003 Caterer & Hotelkeeper 22 Jan 2003 Cost Sector Catering Jan 2003 Dietetics Today Feb 2003 Caterer Online 9 Jan 2003 NHS Magazine Feb 2004 ADM Bulletin Feb 2004 BIFM Bulletin 20 Feb 2004 Caterer & Hotelkeeper 5 Feb 2004 Cost Sector Catering Feb 2004 Facilities Management Journal March 2004 Health Service Journal 11 March 2004 Caterer Online 3 March 2004 Inside Health 22 April 2004 Nursing Management Magazine April 2004 Patients Voice Magazine April 2004 HEFMA Reference Book May 2004 Public Service Review: Health Spring 2004 European Hospital Decisions Summer 2004

Alison McCree Elected New National Chair

A press release was prepared on the appointment of Alison McCree as the new Chairman in April. This was issued with a photograph of Alison to all trade and professional media. Coverage achieved in Caterer & Hotelkeeper (6 May) to date but is also expected in other publications.

Lord Hunt Appointed New President

A press release was prepared on the appointment of Lord Hunt as the new President of the HCA following the retirement of Sir Brian Bailey at the end of April 2004.. The release was issued with a photograph of Lord Hunt to all trade and professional press and to the appointment columns of the national daily and weekend newspapers.

It’s All About YOU!

A series of advance press releases on the Conference programme and speakers were prepared. The first - entitled “Key NHS Issues Set for Debate at HCA Conference 2004” - was issued in August 2003 and the second - “Lord Warner to Outline Future Vision for NHS Foodservice at HCA Conference 2004” - was issued in Dec 2003.

These releases were distributed to a comprehensive list of trade and professional press as well as the publications of professional bodies e.g. Patients Association, HEFMA etc). Coverage was achieved in a number of publications including Caterer.online.com, Caterer & Hotelkeeper, Cost Sector Catering, FMJ, Caterer & Licensee, Hospitality, Catering-uk.com and Dietetics Today. The HCA Conference was also listed in the Events Calendar of the 25 March, 1 April, 15 April and 22 April issues of Caterer & Hotelkeeper and the March issue of Cost Sector Catering.

Trade journalists were invited to attend the Conference including Caterer & Hotelkeeper, Cost Sector Catering and Catering Update.

A pre-Conference release was prepared and issued to trade and professional press (“Lord Warner and Loyd Grossman to Outline Future Shape of Patient Meals at HCA Conference 2004”) and comprehensive press packs were prepared for the Conference Press Room.

Media liaison was conducted with South East regional media as well as the health correspondents/news desks of all national press, radio and TV. Assistance was given to Cost Sector Catering for a 7-page preview feature on the HCA Conference (May issue).

Further media interest/coverage was achieved with the Brighton Evening Argus, Caterer & Hotelkeeper (22 April, 29 April & 6 May), Caterer Online (5 May) and Cost Sector Catering (June issue). A major feature was also negotiated with BBC Radio 4 “You and Yours” programme on hospital food (date for broadcast yet tbc). The reporter attended the Conference and interviewed Loyd Grossman, Alison McCree, Simon Williams, Patients Association and a number of other key HCA Members.

A post-Conference press release highlighting key speech points was issued to all trade and professional press with follow up coverage expected in a number of publications (such as NHS Magazine, Health Business, Professional Nurse, Bapen’s In Touch Magazine, Nursing Times etc).

Channel 4 “Dispatches”

A standby HCA Media Statement was prepared in advance of the expected Channel 4 “Dispatches” programme which was to feature secret filming of alleged hygiene breaches at the factory of a major hospital catering sector supplier. Once the programme had been aired on the evening of May 13 2004, the HCA Statement was revised on the morning of May 14 and posted on the HCA website. The statement was supplied to Cost Sector Catering and to Caterer & Hotelkeeper. A telephone interview was arranged between Alison McCree and Caterer & Hotelkeeper.