HCA PR Programme 2005/6
Progress Report
November 2005 - February 2006
Introduction
This Progress Report summarises the Press Office/PR work conducted by Hazel Green on behalf of the Hospital Caterers Association over the period 19 November 2005 - 22 February 2006. The Report is divided into three separate sections which correspond to the main areas of PR activity that have been undertaken for the HCA.
1. HCA EVENTS & INITIATIVES
1.1 HCA Conference 2006
HG liaised with this year’s Conference Secretary, Carolyn Robinson on the plans for the HCA 2006 Conference Provisional Programme, anticipated speakers and the format of the HCI Symposium in order to determine potential media angles for pre-publicity. In order to obtain more information on the content of the HCI Symposium, HG liaised directly with Mike Fryer, Bill St John and then subsequently, Dan McHugh of the HCI in the U.S.
Following input from DMcH, HG prepared an initial press release focusing on the potential media angles for the HCA Conference. This was issued in February together with the full Provisional Programme to all key catering/health care trade/professional press. The release led on the HCI Symposium theme and was entitled “HCA to host International Symposium on Dysphagia at its 2006 National Conference”.
Initial coverage appeared in the weekly Caterer & Hotelkeeper (16 Feb issue) but other publications are expected to include references in later issues.
An article was requested by Health Business Magazine (March issue) on the subject of the HCA Conference themes. This was prepared, based on the press release and submitted to the publication in February.
The HCIMA offered the HCA some advertising space in its publication ‘Hospitality’. HG and CR discussed the possibility of the space being used to cover the HCA Conference. However as a half page (rather than a full page) was offered, an ad had to be created as artwork in order to fit the space. HG liaised with Lansdowne to produce the content/layout for the proposed ad and this was submitted to Hospitality on 9 Feb.
HG has liaised with specific trade/professional journalists on the possibility of them attending the Conference in April and then editorially covering the event. One or two journalists have expressed interest and HG will update CR on the potential attendees shortly.
A second press release on other Conference angles/news will be prepared in March for distribution to trade/professional press.
1.2 HCA Hospital Chefs of the Year 2006
HG liaised with Ron McKenzie (RMcK) on the format/plans for the HCA hospital chefs team event in Salon Culinaire 2006 at Hotelympia 2006 on Thursday Feb 23. RMcK supplied details of the participating chefs and their menus.
HG prepared a press release entitled “Hospital Chefs compete for Top Award at Salon Culinaire 2006” and a photocall notice for the proposed schedule on Thursday 23 Feb.
The photocall notice, press release and the chart showing the hospital chefs details were issued to all relevant catering trade/food service publications. Most trade publications have shown interest in the story of the winners.
A follow up press release will be prepared on the winners and this, together with photos of the winners will also be sent to health care professional press as well the catering trade/food service publications and the relevant regional media for the winners areas.
HG liaised with Hotelympia’s appointed PR company and submitted the HCA media materials for display in the Exhibition’s Press Office. HG also co-ordinated with the Hotelympia press team for the distribution of a press release from the organisers to all their trade/national media contacts on the subject of the HCA Hospital Chefs of the Year competition.
Although the non-attendance of LG this year limits the potential for national press interest, HG issued the photocall notice to all key national media and the Press Association.
2. HCA MEDIA ACTIVITY
2.1 Press Articles
2.1.1 NHS Directory
HG submitted an article for the 2006 edition of the NHS Directory on the theme of ‘service’ in November 2005. HG liaised with the Directory’s author on the re-formatting of the article and the final version was submitted for approval in January 2006. The NHS Directory has now gone to press and copies will be supplied for the HCA shortly.
2.1.2 Food & Drink News
The HCA Press Office was approached by the quality catering/food industry magazine Food & Drink News in Nov 2005 which wanted to run an industry focus on the hospital catering sector and the work of the HCA. The core feature would be accompanied by support from the sector’s food and drink suppliers.
HG liaised with the publication on contacting suppliers and prepared an article on the work of the HCA which was submitted in Jan 2006. The industry focus is due to appear in the Mar/April issue of Food & Drink News.
3. GENERAL MEDIA LIAISON/COMMUNICATION
The HCA Press Office has dealt with a number of general media queries, issues and opportunities between November 2005 - February 2006. The following is an update on previously initiated/new contact as follows:
3.1 ITV News
As per the last PR Report, HG was contacted by Chris Choi, Consumer Affairs Editor/Reporter for national ITV News to discuss the possibility of them running a major series of reports on the latest developments in hospital food to be broadcast every day for a week on both the lunchtime and evening ITV News bulletins. HG discussed the possibility of the HCA conducting an exclusive Survey amongst HCA Members to form the basis of CC’s reports. The TV series was also to coincide with the timing of the Westminster Diet & Health Seminar in London on 8 Dec which was to focus on Food in Hospitals as its them. AMcC was due to be speaking at this event.
HG supplied CC with considerable background information and assistance in researching the programmes.. HG arranged for CC to have exploratory discussions with AMcC. AMcC consulted with colleagues on views re the HCA conducting a survey for ITV. Following agreement to proceed, HG liaised at length with CC and with Sandra Roberts on the compilation/analysis of the responses. The Survey questioned Members on per patient/per day spend on food and whether they felt funding was sufficient. 21 Members responded and the Survey was compiled (anonymously) and submitted to ITV News.
ITV News ran a week long series of items on hospital food looking at a number of different perspectives on hospital catering/food during the w/c 5 Dec 2005.The lunchtime item was repeated daily on the evening bulletin. The results of the HCA Survey were announced on one of the days and was visually credited to the HCA on screen.
Although ITV News did not attend the Westminster Seminar in the end, AMcC was invited to attend the ITV studio on 8 Dec with Clare Rayner (representing the Patients Association) to respond to subjects raised by viewers on ‘The Pulse’, the live phone in programme that follows the news and is chaired by the same ITV News presenters. AMcC and CR had a good rapport and the session worked well.
Following the ITV News broadcast on 8 Dec, HG was contacted by the Daily Mirror which wanted to run a story on the HCA Survey findings but as this was an ‘exclusive’ for ITV, ITV did not want this released to the newspaper.
HG also dealt with a number of other regional media enquiries about the national average per patient/per day spend quoted in the Survey. The requests were for regionalised figures. (This information was not given).
3.2. Student British Media Journal
A reporter for the Student BMJ contacted the HCA Press Office for assistance with an article on the subject of hospital food and the role of doctors. HG gave considerable assistance/background information to the reporter as well as a potential angle for the article. An interview was also arranged with AMcC.
The final article was entitled “Food for Thought” and led on the benefits to patient from proper nourishment and that medical students and doctors should be properly trained in nutrition. The article contained a quote from AMcC and appeared in the Jan 2006 issue of Student BMJ.
3.3 Caterer & Hotelkeeper
The HCA Press Office was contacted by Caterer & Hotelkeeper re the 2005 PEAT findings showing the highest levels of patient satisfaction with hospital food. Although good, they raised the question as to why it had taken that long since the BHF Programme had been launched. HG arranged for Caterer to speak with AMcC and the HCA was quoted in the 15 Dec 2005 issue.
3.4 FMCG Magazine
Information was supplied to FMCG Magazine in Nov 2005 for a general article on the improvements achieved/changes to come in hospital food.