Press releases are a valuable tool for care homes across the UK to showcase their services, achievements, and events. A well-written press release can help attract new residents, build trust with families, and position your care home as a leader in the industry. Whether you’re announcing a new service, celebrating an award, or hosting a community event, an effective press release ensures your message reaches the right audience.
In this guide, we’ll take you through the steps to crafting a compelling press release for your care home, along with expert tips to maximise its impact.
Why Press Releases Matter for UK Care Homes
A well-crafted press release offers several key benefits:
Showcasing your care home’s unique services and facilities – Highlight what makes your care home stand out.
Sharing positive news and achievements – Announce awards, outstanding inspection results, or new initiatives.
Promoting community events – Encourage local engagement by publicising events and open days.
Building trust and credibility – Reassure prospective residents and their families about the quality of care.
Gaining media exposure – Attract local newspapers, radio stations, and online news platforms.
Step-by-Step Guide to Writing a Care Home Press Release
Start with a Strong Headline
Your headline should be attention-grabbing, concise, and clearly communicate the key message of your press release.
Example Headlines:
“Greenfield Care Home Awarded Outstanding CQC Rating”
“New Dementia Care Facility Opens at Maplewood Residence”
“Sunrise Care Home Hosts Summer Fete for Local Families”
Write a Compelling Introduction
The first paragraph (known as the lead) should answer the 5 Ws:
Who – Who is involved?
What – What is happening?
Where – Where is the event or announcement taking place?
When – When is it happening?
Why – Why is it important?
Example Introduction:
“Maplewood Residence, a highly regarded care home in Bristol, is delighted to announce the grand opening of its new state-of-the-art dementia care wing. Officially opened on 15th October 2023, this new facility provides specialist care for residents living with dementia, featuring innovative technology and personalised care plans.”
Expand with Detailed Information
Use the body of your press release to provide more details about the announcement. This section should include:
Information about the care home (e.g., location, services, specialisms)
The purpose of the announcement (e.g., new service, achievement, or event)
Quotes from key figures, such as the care home manager, residents, or families
Example Body Paragraph:
“The dementia care wing at Maplewood Residence includes 20 private rooms, beautifully designed sensory gardens, and an extensive activities programme aimed at enhancing residents’ quality of life. Care Home Manager, Sarah Thompson, commented, ‘We are incredibly proud to open this new facility. Our dedicated team has worked tirelessly to create a safe, supportive, and enriching environment for residents living with dementia.’”
Include a Clear Call to Action (CTA)
Encourage readers to take the next step, whether that’s visiting your website, scheduling a tour, or attending an event.
Example CTA:
“To learn more about Maplewood Residence’s new dementia care wing or to book a visit, please call 01234 567890 or visit www.maplewoodresidence.co.uk.”
Add Boilerplate Information
A boilerplate is a standard paragraph providing background information about your care home.
Example Boilerplate:
“Maplewood Residence is a family-run care home in Bristol, offering residential, nursing, and dementia care. With over 20 years of experience, we are committed to providing high-quality, person-centred care in a warm and welcoming environment.”
Include Media Contact Details
Make it easy for journalists or interested parties to reach you.
Example Contact Information:
Sarah Thompson, Care Home Manager
Maplewood Residence, Bristol
01234 567890
sarah.thompson@maplewoodresidence.co.uk
www.maplewoodresidence.co.uk
Tips for a Successful Press Release
Keep it concise – Aim for 300–400 words to ensure clarity.
Use a professional tone – Avoid overly promotional language; focus on facts and storytelling.
Include high-quality visuals – Attach images of your care home, staff, or events (with consent).
Distribute effectively – Send your press release to local media, online news platforms, and social media.
Follow up with journalists – A polite email or call can improve your chances of coverage.
Press Release Template for UK Care Homes
[Headline] Create a clear and engaging headline summarising the announcement.
[City, Date] – Start your introduction by answering the 5 Ws. Expand with details, including key information and quotes.
[Call to Action] – Encourage readers to take action (e.g., visit website, contact care home, attend event).
About [Care Home Name]
A short paragraph providing background information about your care home.
Final Thoughts
A well-structured press release is an excellent way to share your care home’s latest news, engage with the local community, and reinforce your reputation for high-quality care. By following these steps, you can create a professional and impactful press release that highlights your care home’s services and achievements.
Ready to get started?
Use our template and start crafting your next press release today. Don’t forget to distribute it widely to maximise its reach and impact!
FAQs
How long should a care home press release be?
A press release should ideally be between 300–400 words. It should be concise, informative, and engaging.
Can I include photos in my press release?
Yes! High-quality images of your care home, staff, or events (with consent) can make your press release more appealing.
Where should I send my press release?
Distribute your press release to local newspapers, radio stations, online news platforms, and social media.
How often should I issue a press release?
Issue a press release whenever you have noteworthy news, such as an award, a new service, or an event.
What is the best way to follow up on a press release?
Send a polite email or call journalists to confirm they received your press release and offer additional information if needed.