busienssesWhen it comes to building trust with families, care businesses need to think differently. Marketing messages are important, but nothing is more powerful than showing your expertise in action. One of the simplest ways to do this is by hosting free workshops or webinars for families.
Why it works
Families often have questions long before they’re ready to choose a care home. They may be struggling with decisions around dementia care, worrying about nutrition for an older parent, or unsure how to keep their loved one safe at home. By providing practical, free advice, your care home positions itself as an expert and trusted partner, not just a service provider.
When families see that you’re willing to share knowledge without obligation, it builds credibility and shows you care about the wider care agenda.
How to put it into action
Pick a topic that matters: dementia-friendly homes, fall prevention, nutrition in older age, or the emotional impact of moving into care.
Promote it simply but widely: send an email invite to your mailing list, share the event across social media, and display flyers in local GP surgeries, pharmacies, and community centres.
Think digital too: hosting a webinar on Zoom or Teams allows busy families to join without travel.
Record and repurpose: film the session, then share clips on your website, Facebook, and LinkedIn. This extends the value of your session far beyond the live audience.
The PR win
Workshops and webinars give you more than just an event; they give you content, credibility, and connections. A single session can:
-Generate press opportunities (local newspapers love stories about free community resources).
-Provide content for social media posts and blogs.
-Build long-term trust with families who may one day choose your care home.
In short, it’s about showing, not just telling, that your care service is a source of good care, expertise, and support. It could be the simplest PR move you make all year with the biggest return in trust, visibility, and community impact.
