HCA PR PROGRAMME 2006
PROGRESS REPORT
July - 20 November 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 1 July - 20 November 2006. The Report is divided into four separate sections which correspond to the main areas of PR activity that have been undertaken for the HCA.
1 HCA MEDIA STATEMENTS/RESPONSES
1.1 Age Concern 'Hungry to be Heard'
The HCA was alerted just prior to the August Bank Holiday weekend of Age Concern's intention to launch the findings of its research into malnutrition/
under-nourishment amongst elderly patients in hospital at 00.01 a.m. on Tuesday 29 August. As Alison McCree was to be on holiday at this time, Sandra Roberts acted as the HCA spokesperson.
The HCA Press Office obtained copies of the 'Hungry to be Heard' Report and a copy of Age Concern's embargoed press release. An HCA Media Statement was prepared in conjunction with SR.
This was submitted for the HCA website for Tuesday morning 29 August and issued to selected trade/professional media including Nursing Standard magazine, Cost Sector Catering and Caterer & Hotelkeeper which had all requested the HCA's comment on the Report.
1.2 PPI Forums' 'Food Watch' Survey
In August 2006 the HCA was contacted by Healthcare Magazine requesting a comment re. the proposed Survey by the PPI Forums on patient, staff and visitor views on hospital food. A brief media comment was prepared on behalf of AMcC and submitted for publication
On Monday 10 October 2006, PPI Forums released the findings of their Survey to the media and a copy of the report and embargoed press release was obtained in advance. An HCA Media Statement was prepared and posted on the HCA website. The Statement was also released to national and trade/professional media.
The Survey findings prompted interest from a number of national media outlets including BBC Radio 4 "You & Yours" and BBC Radio London. AMcC was interviewed for You & Yours on October 16 and live on BBC Radio London 'Drive'. Caterer & Hotelkeeper also covered the story (19 Oct issue).
1.3 Which? Survey on Hospital Food
The HCA was contacted initially in August 2006 by Which? regarding their proposed survey on hospital food. Considerable assistance, information and guidance was given to their researcher who also interviewed AMcC on 15 August.
An advance copy of the November 2006 Which? Magazine containing the survey findings was sent a day or so prior to the findings being released to the media. An HCA Media Statement was prepared and placed on the HCA website together with the Which? press release and magazine article.
The statement was also issued to key media. GMTV had requested a studio guest for their programme on Thursday 2 November on the Which? findings. AMcC had to come to London overnight in order to attend the GMTV studio for a 6.40 a.m. interview. Caterer & Hotelkeeper featured the HCA response as its news feature for the 9 November issue. Other media contact included the Daily Mail.
2. HCA MEDIA CONTACT & LIAISON
2.1 Outsourcing of NHS procurement services
(a) General Media Comment
Following controversial media coverage of the Government's plan to place NHS procurement services with an American company. DHL Novation, the HCA Press Office was contacted by numerous journalists for a comment from the HCA on the potential effect on hospital catering/hospital food standards.
Contact was made with PASA's Press office and an interim 'holding' statement was sourced from them. This was used as a basis for verbal comments from the HCA to ongoing media contact on the subject including Caterer & Hotelkeeper which ran a brief news piece in the 14 September issue.
(b) Inside Contract Catering Supplement
Caterer & Hotelkeeper wanted to feature the issues behind the Novation deal as a major feature within the Inside Contract Catering Supplement they were planning for October. The HCA Press Office suggested that, as there was little information so far on what impact the deal would have on hospital caterers, the feature should perhaps look at the broader picture of procurement (local/seasonal/organic etc) by hospital caterers and HG placed the journalist in touch with a number of HCA Members. A substantial feature article on the subject appeared in the Supplement published in the 19 October issue.
2.2 The Observer Food Monthly
Jay Rayner made contact with the HCA for background, assistance and comment to support a major feature he was planning on hospital food for The Observer Food Monthly. A number of HCA backgrounders were supplied and Jay Rayner interviewed SR on 5 September. A multi-page feature appeared in the OFM on Sunday 24 September.
As a result of the general unbalanced approach taken with the finished article and its layout, a letter was compiled for AMcC and sent to the Editor of the Observer and Jay Rayner. AMcC's letter was also posted on the HCA website. AMcC's letter prompted a response from JR and another return response from AMcC to JR.
2.3 Radio 4 'You & Yours'
Significant liaison was conducted with Lady Waldegrave's PR company (Wild Card) and SR re the proposed interview Lady Waldegrave was giving to Radio 4's You & Yours programme on Tuesday 12 September.
Various HCA backgrounders and information was supplied to Wild Card to enable them to prepare Lady Waldegrave for the interview. Although we understood the interview was to have focused primarily on her involvement with food in general, the item led heavily on hospital food i.e. the results of the Age Concern report and whether the BHF Programme had brought about any improvements. An audio copy of the interview was obtained for the HCA.
2.4 Fresh Produce Journal
The leading weekly trade magazine, Fresh Produce Journal made contact with the HCA Press Office for assistance with the compilation of a special issue focusing on fresh produce supply to the Foodservice Industry including hospital catering.
The HCA Press Office arranged for the Editor of FPJ to visit/interview Ron McKenzie at Darlington Hospital and to interview AMcC as the HCA Chair. Both featured as major articles in the July issue of FPJ.
2.5 Scotland on Sunday
Contact was made by the Health Correspondent of Scotland on Sunday re a story being prepared on the improvements in hospital food in Scotland. The HCA Press Office supplied various HCA background statements and information but as the article was referring to specific Scottish initiatives, HG made contact with David Williamson who agreed to talk to the journalist. The article appeared in the 30 July issue of Scotland on Sunday quoting DW as Treasurer of the HCA.
2.6 London Evening Standard
The HCA Press Office was contacted by the London Standard for its ES Jobs section which was to include a feature on the various opportunities within public sector hospital catering.
HG liaised with AMcC on the specific questions re job levels, qualification requirements and salaries which was then subsequently supplied to the journalist on 14 November. The feature on hospital catering careers was scheduled to appear in at end of w/c 13 Nov..
2.7 BBC Radio Stoke
The HCA Chair was requested for an interview on BBC Radio Stoke's to comment on the outsourcing of the catering services at North Staffordshire Hospitals NHS Trust to Sodexho away from the in house catering department. AMcC agreed to be interviewed live on the Breakfast Show on Tuesday 3 October to discuss the wider picture of outsourcing catering services, effect on quality etc. Prior to the interview taking place, however, liaison was conducted with North Staffordshire NHS Trust's Head of Corporate Services to ensure consistency of message, appreciation of local issues etc.
2.8 Glasgow Herald
The HCA Press Office was contacted by the Glasgow Herald re the background to why costs vary between hospital for serving food to patient on wards. AMcC was interviewed for an article on 14 July.
3. GENERAL ENQUIRIES/MISC LIAISON
3.1 Jamie Oliver
Following a second follow up programme by Jamie Oliver in September re his campaign with school food, some coverage appeared apparently quoting him saying that he was to turn his attention towards hospital food/meals on wheels.
The HCA Press Office was contacted by Sue Hawkins, Chair of the NACC (National Association of Care Caterers) for the HCA's view and whether a joint response should be prepared. In the absence of AMcC on holiday, SH decided to write to JO and HG supplied the contact details. The official response from JO's office was that he was not in fact going to become involved with any other campaigns. No further action was therefore taken.
3.2 Baroness Neuberger
The HCA Press Office was contacted by the Senior Researcher for the Liberal Democrats in the House of Lords on behalf of Baroness Neuberger, one of the health spokespeople in the Lords. They were planning to table a question for debate on hospital food on November 6. The HCA Press Office provided background information to assist and AMcC spoke with the researcher with the view to arranging a subsequent meeting with Baroness Neuberger given their wish to explore a potential campaign on the subject of hospital food in the future. The question has been tabled and follow up is being progressed.
3.3 Building Better Healthcare Awards 2006
Following notification to the HCA that it had been shortlisted for one of the BBH Awards 2006 for its Good Practice Guide, HG liaised with the organisers and media sponsors, HD Magazine for further information on criteria, judging etc and media embargoes/photography etc, to enable media activity to take place after the Ceremony on Nov 2, should the HCA have won the Catering category. Unfortunately, the Award went to an individual nominee and publicity was not, therefore, appropriate for external media purposes.
4. PRESS ARTICLES
4.1 Hospital Management International
HMI is a new publication which is scheduled to publish its first edition in Winter 2006. The HCA has been requested to submit a 2000 word article for the launch edition based on AMcC's role as Chair of both the HCA and the HCA's involvement with the HCI. The article is in progress and required for submission in Dec 2006.
4.2 Complete Nutrition
A joint article between the HCA and the NPSA has been agreed for the publication Complete Nutrition, the leading medical/dietetic journal in the UK. HG has liaised with Caroline Lecko, Nutrition Lead at the NPSA on the subject matter for the article which is scheduled for the Feb 2007 issue.
HG: 20:11:06