How to become a recognised authority in Primary Care through communications

Strong communications are no longer optional for GPs, Primary Care Networks (PCNs), and Integrated Care Boards (ICBs). They are the cornerstone of building trust, shaping reputation, and securing long-term sustainability in an evolving NHS landscape.

The NHS Long Term Plan has outlined the future direction of care, including the three shifts: from treatment to prevention, from hospital to community, and from analogue to digital. For primary care providers, this presents both opportunities but also challenges. The practices and networks that thrive will be those who take communications seriously, not as an afterthought but as a strategic tool for leadership and influence.

At Grey Sergeant, we believe communications are central to establishing authority. Whether you are a single practice, a PCN, or a Trust, your ability to communicate clearly and consistently will determine how patients, policymakers, and partners perceive your role in the health ecosystem.

Why authority in Primary Care matters

Authority in healthcare is about more than clinical expertise, it’s about leadership, influence, and trust. Patients need reassurance that their practice is safe, reliable, and forward-thinking. Commissioners and ICBs want to know that GPs and PCNs can deliver integrated, innovative care. Local communities want visible leaders who stand at the heart of wellbeing.

Becoming a recognised authority helps primary care organisations:

• Secure funding and resources – Strong reputations attract investment and support.

• Influence decision-making – Authoritative voices are heard by policymakers and system leaders.

• Build patient confidence – Clear communications reduce confusion, improve satisfaction, and encourage uptake of services.

• Strengthen community leadership – Authority enables practices to lead beyond the clinic and into public health.

The question is: how can you use communications to achieve this?

Building authority through communications

1. Define your narrative

Every primary care organisation needs a clear narrative that sets out its identity, values, and role in the health system. Too often, practices and PCNs are reactive in their communications, leaving others to define their story.

A strong narrative should answer three questions:

• Who are we, and what do we stand for?

• What makes us different from others in our region?

• How are we delivering on the NHS Long Term Plan in prevention, community care, and digital access?

This narrative should run consistently through your website, social channels, patient communications, and engagement with system partners. It is not about slogans, it is about clarity, consistency, and credibility.

2. Invest in reputation management

Reputation is the new currency in primary care. Online reviews, patient ratings, and local media coverage shape how communities perceive practices. A single story can influence trust levels for years.

Proactive reputation management means:

• Monitoring online reviews and responding constructively.

• Engaging with local media to highlight successes.

• Communicating transparently during times of pressure or crisis.

• Positioning clinical leaders as trusted commentators on local health issues.

By owning your reputation, you prevent others from defining it for you.

3. Use data and patient insights

Communications that build authority are rooted in evidence. Collecting and sharing patient insights, outcome data, and service impact stories demonstrates accountability and leadership.

Examples include:

• Publishing annual impact reports for your PCN.

• Sharing case studies that show how your services improve lives.

• Using patient feedback to shape and then communicate service changes.

When you show the measurable difference you are making, stakeholders and the public see you as an authority worth listening to.

4. Leverage digital and social media

The shift from analogue to digital is not only about clinical delivery, it’s also about communications.

Patients, policymakers, and partners increasingly consume information online. Effective digital communications are therefore essential for authority building:

• Websites should be up to date, accessible, and patient-friendly.

• Social media should showcase leadership, innovation, and patient engagement, not just service announcements.

• Video and podcasts can humanise clinical leaders and bring authority to life in relatable formats.

By investing in digital presence, you ensure your voice carries weight in modern conversations.

5. Engage with system partners

Authority in primary care extends beyond the practice walls. With ICBs leading system-wide integration, communications must position GPs and PCNs as collaborative leaders.

This requires:

• Active participation in local health partnerships.

• Regular communication with commissioners and partner organisations.

• Public visibility of joint initiatives that demonstrate integration in action.

The practices and networks that communicate collaboration will be the ones that shape the future of integrated care.

6. Develop thought leadership

Thought leadership is one of the most powerful tools for authority building. By sharing insights, perspectives, and solutions, primary care organisations can influence national conversations.

This might include:

• Publishing blogs, opinion pieces, or white papers.

• Speaking at local and national health conferences.

• Using LinkedIn and professional networks to showcase best practice.

The goal is not to talk louder but to talk smarter - offering value to policymakers, peers, and the public.

7. Train leaders in communications

Clinical expertise does not automatically translate into communications expertise. Practices and PCNs should invest in training clinical and operational leaders to be effective communicators.

This includes media training, public speaking, and digital skills. When leaders can confidently articulate their vision and values, the entire organisation benefits.

Authority is built over time

Becoming a recognised authority in primary care does not happen overnight. It requires consistent effort, strategic planning, and professional communications support.

The NHS Long Term Plan has placed primary care at the centre of health reform, but it is communications that will determine who leads the conversation. Practices, PCNs, and Trusts that invest in reputation, storytelling, and engagement will not only secure funding and influence but also earn the trust of their patients and communities.

At Grey Sergeant, we specialise in helping healthcare organisations achieve this. By combining strategic communications, reputation management, and thought leadership, we empower primary care providers to take their rightful place as recognised authorities in the health system.

Final Thoughts

Authority is not given; it is earned. For primary care, communications are the pathway to that authority.

If you are a GP practice, PCN, or Trust, the time to act is now. Define your narrative, own your reputation, embrace digital, and lead with confidence. With the right communications strategy, you can become the trusted voice your community and system partners need.

About the author

Michael O’Connor is a partner at Grey Sergeant, specialising in PR, communications, and engagement across the healthcare and non-profit sectors. Through his consultancy Grey Sergeant, he helps primary care networks, GP surgeries, and healthcare organisations define their brand, strengthen their reputation, and communicate with clarity. For more information, contact michael.oconnor@greysergeant.com