Publish date: 12 August 2024
Director of communications Ross Wigham talks about how the trust talks to local communities and delivers information in new ways
Good communications and engagement has never been more important to the NHS in providing modern healthcare.
In fact, it’s one of the key issues that patients and families mention – for good and bad - when they contact us to talk about their care.
The pandemic really highlighted the importance of being able to provide the public with timely, trusted information about health and care in a way that impacted on people’s lives.
At Northumbria we make a real commitment to our local community, and we want everyone connected to our services to have the right information for their needs, in the places most convenient to them.
In the modern world, this is increasingly challenging with the speed and spread of the latest communications channels meaning that people require news, information and updates in many different ways.
Good communications are also about listening and we are constantly trying to build a strong dialogue with our local communities, patients, carers, staff and partners to drive excellence in all our services.
That’s why I was incredibly proud when we became the first NHS communications team in the country to achieve the accredited Communications Management Standard from our industry body, the PRCA.
This meant we had to demonstrate clear evidence on how we deliver communications, carry out detailed planning, evaluate performance, manage resources and provide a service to the public.
As well as communicating with our 12,000 staff and the wider public in Northumberland and North Tyneside, we also engage with a large number of partners, stakeholders, charities, community groups and public servants.
When it comes to providing information and getting key messages out, we not only look at things like the media, advertising, websites, posters, leaflets and newsletters, but are increasingly using things like video, messaging apps, blogs, vlogs and, of course, a wide range of social media platforms.
We also do lots of things face to face and our Patient Advice and Liaison Service (PALS) meets or speaks on the phone with hundreds of people every month, while our chaplains provide round the clock pastoral support to everyone in our hospitals, irrespective of faith or belief.
Hearing the views of our local communities is vital and in the past few months we have held ‘community conversations’ and world café events where groups and individuals can share the things that are important to them. Our Have your Say portal also enables voices to be heard virtually, wherever and whenever people want to access it.
The Bright Charity is another important part of our work where we use donations from the public to enhance the care that the NHS is able to provide. This team is also responsible for our amazing volunteer service and healing arts programme, both of which do so much to help people, often at the most difficult times.
Finally, Our Community Promise is the trust’s pledge to focus on all the ways it can improve people’s lives - from health inequalities to employment and the environment - because we want to be pushing the boundaries of what the NHS can be by supporting everyone who lives and works in the area and wider region.
Here are a few links that might be interesting:
Watch us on YouTube https://
Join our online community - https://
Join us on social media – linktr.ee/
Find out more about the Community Promise https://
Take a look at our media centre: https://