Professor Martin Green OBE, Chief Executive, Care England
Social care is critical to a civilised society but often goes unnoticed or underrepresented in the media and public discourse. However, giving social care a voice in the media and with the public is essential to raise awareness, promote understanding, and advocate for necessary changes in the sector, and there are several strategies we need to pursue to achieve this goal.
Social care organisations should actively engage with media outlets to ensure that their stories and perspectives are represented. This can be done by establishing relationships with journalists, offering expert opinions, and providing access to real-life stories and experiences. By collaborating with media outlets, social care organisations can increase the visibility of their work and highlight the challenges and successes within the sector. Local media is particularly anxious to hear the stories of local people, and social care providers need to encourage people who use services to talk about the impact social care has had on their lives.
As well as the established media, it is important to utilise social media platforms to present our case to a wider audience. Social media has become a powerful tool for communication and advocacy, and social care organisations should leverage these platforms to share stories, raise awareness, and engage with the public. By regularly posting updates, sharing success stories, and addressing common misconceptions, social care organisations can create a dialogue with the public and shape the narrative surrounding them.
It is important that in putting forward these messages, we empower service users and carers to give first-hand accounts of the difference services have made to their lives. Service users and carers are the heart of social care, and their voices should be heard. Social care organisations should provide platforms for service users and carers to share their experiences and perspectives. This can be done through interviews, testimonials, or even by encouraging them to write blogs or articles. By amplifying the voices of those directly impacted by social care, the public can gain a better understanding of the challenges faced and the importance of supporting the sector. It is also important to recognise that our staff can also be ambassadors for the sector, and we should do all we can to facilitate and support the stories of those who work in social care to be heard by a wider audience.
It is also important for social care organisations to actively engage with policymakers to ensure that social care remains on the political agenda. By providing evidence-based research, sharing success stories, and highlighting the impact of social care on individuals and communities, organisations can influence policy decisions and secure necessary funding. Engaging with policymakers also provides an opportunity to educate them about the realities of social care and advocate for necessary reforms. One important thing that we should do more of is identify the economic value of social care within local economies. In many places, social care is the biggest employer and staff live and work locally and sustain local businesses.
The 21st century is increasingly characterised by the cult of celebrities and influencers. These people have a significant impact on public opinion and can help raise awareness about social care. Social care organisations should collaborate with influential individuals who are passionate about social issues and have a large following. By partnering with celebrities and influencers, organisations can reach a wider audience and generate public support for social care initiatives.
The sector should also come together to work on awareness campaigns and events. Social care organisations should organise awareness campaigns, and these campaigns can include public talks, workshops, or even fundraising events. By creating opportunities for the public to learn about social care, ask questions, and interact with professionals in the field, organisations can foster a sense of empathy and understanding. Care Home Open Week, which is now organised by Championing Social Care, is a great example of a campaign that has really had an impact on local people in local areas.
One of our challenges in social care is that we tend to be quite insular, and in future, we need to foster partnerships with other sectors. Social care is interconnected with various sectors, such as healthcare, education, and housing. By fostering partnerships with these sectors, social care organisations can collaborate on joint initiatives, share resources, and amplify their collective voices. This interdisciplinary approach can help create a more comprehensive understanding of social care and its impact on society.
In conclusion, elevating the presence of social care in wider society is essential for increasing awareness, fostering comprehension and champion vital reforms. Through partnerships with media organizations, making effective use of social media platforms, empowering service users, carers and staff by engaging with policymakers, collaborating with celebrities and influencers, organising awareness campaigns and events, and fostering partnerships with other sectors, social care organisations can ensure that their voices are heard and that social care remains a priority in public discourse.
Professor Martin Green OBE
Chief Executive, Care England
@ProfMartinGreen @CareEngland
