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Balhousie Care Group Taking Care of Business
The Campaign Brief
With 25 care homes across Scotland providing elderly and specialist care, Balhousie Care Group had built up considerable expertise during almost a quarter of a century in the care sector. But following a challenging period of operational difficulties and negative publicity, the business needed to rebuild its reputation and change public perceptions.
Following significant investment, senior appointments and a major transformation of its operations and company culture, Balhousie Care Group had a positive story to tell. Cunningly Good Group was tasked with developing a strategic PR campaign to restore confidence in the business, strengthen relationships with the media and showcase its expertise.
Our objectives were to generate consistent positive local media coverage to support occupancy, recruitment and community engagement, secure national exposure, establish Balhousie as a respected voice in the UK care sector and highlight its innovative approaches to care, technology and staff development.
Cunningly Good Group’s Approach
We knew Balhousie Care Group’s transformation had created a wealth of compelling stories. Our job was to change the narrative, moving beyond traditional care home news to position the organisation as an authoritative voice on some of society’s biggest health and social care challenges.
We developed a proactive communications strategy combining positive community stories with targeted national media relations, thought leadership, expert commentary and award submissions.
From pioneering dementia care programmes and innovative staff management to virtual reality technology and dementia-friendly interior design, we identified stories that would resonate with journalists, industry professionals and wider audiences.
We targeted national newspapers, business editors, health correspondents, trade publications and broadcasters, offering exclusive stories and expert insights on subjects including dementia, loneliness, care standards and business innovation.
Alongside this national activity, we maintained a steady flow of positive regional media coverage, celebrating the achievements of care home residents and staff and reinforcing Balhousie’s vital role within local communities.
The Cunningly Good Results
The campaign transformed Balhousie’s media profile, securing extensive positive coverage across national, regional, broadcast and specialist media, while raising the organisation’s standing within the care sector. Key achievements included:
- An average of 15 pieces of media coverage every month, maintaining consistent visibility and positive storytelling.
- National coverage in The Guardian, The Herald, Metro, The Press and Journal and Business Insider, showcasing Balhousie’s expertise, innovation and business achievements.
- Broadcast coverage on BBC Radio 4’s You and Yours and BBC Radio Scotland’s John Beattie Show, positioning senior staff as authoritative industry voices.
- Major industry award recognition, including Operations Manager of the Year at the National Care Awards, Finance Director of the Year at the FDs’ Excellence Awards and Fantastic HR Advisor at the Press and Journal cHeRries Awards.
- Two care homes achieving the Care Inspectorate’s highest Grade 6 rating, providing further evidence of the organisation’s improving standards.
Crucially, this renewed visibility coincided with Balhousie’s wider business turnaround. The group reported a return to profit of £1.6 million, compared with a £276,000 loss the previous year. Average occupancy increased by 5%, while revenue rose by more than 6% to £34 million.
