The top 10 PR tools GPs and PCNs need to build a strong reputation

The future for GPs and Primary Care Networks (PCNs) is full of opportunity. With the NHS long-term plan driving change through Neighbourhood Health Centres, the restructuring of Integrated Care Boards (ICBs), and the cultural shift to digital-first healthcare, GPs and PCNs are under the spotlight like never before. But with opportunity comes uncertainty. Mergers, dissolvements, and new models of care can unsettle staff, confuse patients, and create reputational risks if communication is not handled with care.

As a GP or PCN leader, this is your chance to position yourself as the beating heart of your community. The question is: what tools do you need to build a reputation that is trusted, transparent, and patient-centred? Here are the top 10 tools every GP and PCN should adopt to thrive as community leader.

1. Start with a clear narrative

Every GP practice and PCN needs a clear story that defines who you are, what you stand for, and how you serve your community. In a time of NHS change, your patients want reassurance. They want to know that their local practice is dependable, transparent, and always patient-focused.

I recommend developing three key messages that everyone in your organisation can use when speaking to patients, stakeholders, or the media. These messages should reflect your commitment to patient care, your role in the local health system, and your vision for the future. Consistency is vital for reputation management, so make sure every member of staff understands and uses them.

2. Build patient trust through transparency

Patient perception is your most valuable asset. If patients feel you are listening, communicating openly, and acting on their feedback, your reputation will naturally grow stronger. Use regular surveys, patient participation groups, and digital feedback tools to capture what people are saying. But don’t stop there! Close the loop by showing patients how you’ve acted on their input.

For example, if patients raise concerns about appointment access, communicate clearly about the steps you’re taking to improve availability, whether that’s through digital consultations, extended hours, or more triage options. Transparency turns feedback into trust.

3. Embrace digital as a reputation driver

The shift to digital-first healthcare is not just an operational change, it’s a reputational one. Patients increasingly expect seamless online booking, virtual consultations, and access to their records. By embracing digital tools and communicating their benefits clearly, you demonstrate innovation and patient-centred care.

Highlight your digital successes through newsletters, websites, and social media. Simple case studies, such as how online consultations reduced wait times, can position your practice as forward-thinking while keeping the patient experience front and centre.

4. Lead as a community anchor

In the NHS long-term plan, GPs and PCNs are seen as community anchors. This is a powerful opportunity to build reputation not just as healthcare providers but as leaders of local wellbeing. Engage proactively with local schools, charities, councils, and businesses to show that your practice is part of the community fabric.

For example, running a local health awareness event or partnering with a school to deliver talks on healthy living builds credibility and visibility. When patients see their GP practice playing an active role beyond the clinic walls, your reputation as a trusted leader grows exponentially.

5. Communicate internally to protect culture

Reputation is not only external; it begins inside your organisation. As ICBs restructure and neighbourhood models evolve, your team may feel uncertain or even anxious. Clear, honest, and regular internal communication is vital to maintaining morale and ensuring staff deliver a consistent patient experience.

Hold regular team briefings, share updates about NHS changes, and create space for staff to raise concerns. A supported, informed workforce is your best ambassador in building trust with patients.

6. Leverage media and PR strategically

PR is not about spin, it’s about building authentic visibility. Use local media to tell your story, showcase patient success stories, and highlight community initiatives. A well-placed article or interview in local press can transform perception and strengthen your reputation as a leader in primary care.

Don’t ignore digital PR opportunities. LinkedIn, for example, is a powerful platform to share insights, demonstrate thought leadership, and connect with stakeholders across the NHS ecosystem.

7. Measure and adapt

Reputation is never static; it evolves with every patient interaction and every policy change. Use data to measure your progress - track patient satisfaction scores, social media engagement, and website visits. Look for trends that show where you’re succeeding and where you need to adapt.

By monitoring and adjusting your approach, you demonstrate that you’re not only listening but also committed to continuous improvement. This is the hallmark of a trusted and resilient reputation.

Conclusion: Reputation is your greatest asset

In a time of change, GPs and PCNs face both risk and reward. The NHS long-term plan offers a chance to reshape primary care, but only those who actively manage their reputation will seize the opportunity. By developing a clear narrative, building patient trust, embracing digital, leading in the community, communicating internally, leveraging PR, and measuring impact, you can position your practice as the trusted, transparent, patient-centred leader your community needs. Reputation is not built overnight, but with the right toolkit, it becomes your greatest asset in a changing NHS landscape.

I know how challenging these changes can feel, and I also know how much potential there is for GPs and PCNs to lead the way. If you want support in building trust, shaping your narrative, or making sure your community sees you as the anchor of local healthcare, please do reach out to me.

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 Practises, and healthcare organisations define their brand, strengthen their reputation, and communicate with clarity. For more information, contact michael.oconnor@greysergeant.com