Healthcare: PR industry to have larger role in community

The guidance, published last week, aims to help communities become more involved in the planning, design and delivery of services aimed at improving people's health. 'The PR industry will be influential in helping health service providers convey health messages to consumers at a local level,' said Spink PR director Justin Wilkes. 'Providers need to start engaging with local communities in a language and format they can understand and that makes a real difference.'

Weber Shandwick's head of healthcare public affairs Tamora Langley agreed. She said: 'As the NHS, where local government and voluntary organisations work together on planning and delivering services, there is a huge opportunity for PROs. They can bring their knowledge of multicultural comms, digital media and youth marketing to engage hard-to-reach audiences.'