Why GPs must embrace public relations and communications to build reputation and promote their role in the NHS Neighbourhood Health model

General Practice is at the heart of the NHS but in the face of rising demand, stretched resources, and increasing public scrutiny, many GP surgeries are struggling to make their value visible. As the NHS 10-Year Plan shifts more care into communities through Neighbourhood Health Services, GP surgeries are poised to play a central role in this new model of integrated care. But to lead effectively in this transformation, GPs need more than clinical excellence , they need strong PR & communications and a compelling local presence.

Now is the time for GPs to take control of their narrative, build their reputation, and promote the vital role they play in people’s lives. The right marketing and communications strategy will not only support public trust but also attract talent, funding, and local partnerships.

In this article, we explore how effective communications can help GP surgeries thrive in their communities and why investing in reputation should no longer be a luxury, but a necessity.

The changing role of General Practice in the NHS

The NHS 10-Year Plan marks a shift in focus from hospitals to communities. It recognises that prevention, long-term condition management, and accessible local services are critical to a sustainable health system.

At the heart of this transformation are Neighbourhood Health Services, integrated, multi-service hubs that bring together GPs, mental health teams, social care, and voluntary services. These centres aim to improve health outcomes by delivering coordinated, localised care.

This model gives General Practice an unprecedented opportunity to shape local health ecosystems. But it also increases visibility, expectations, and accountability. To thrive in this environment, GP surgeries must strengthen how they present themselves, to patients, partners, policymakers, and the public.

Reputation isn’t vanity — it’s value

For many years, GPs have relied on word-of-mouth and patient relationships to build trust. While these remain important, they are no longer sufficient.

Today, reputation is shaped by multiple forces, online reviews, patient feedback, media coverage, political narratives, and social conversations. If GPs don’t take an active role in shaping their reputation, others will do it for them.

Reputation affects everything: patient confidence, recruitment success, partner collaboration, CQC ratings, and funding opportunities. It also determines how likely patients are to engage with your services, follow medical advice, or recommend your practice.

In the community care era, reputation is your currency and communications is how you earn it.

What patients expect, and why that matters

Modern patients are informed, connected, and time-pressed. They expect clarity, convenience, and empathy. They want to know what services are available, when and how to access them, and what to expect.

If GP practices don’t communicate this clearly, patients disengage. They may turn to emergency departments, alternative providers, or online misinformation.

By contrast, clear, proactive communications empower patients to use services appropriately, take ownership of their health, and feel part of a supportive local system.

And when patients feel informed, respected, and heard, their loyalty grows.

From visibility to voice: A blueprint for GP communications

So how can GP practices strengthen their reputation and promote their role in the new Neighbourhood model? Here’s a practical guide to building a communications strategy that works:

1. Define your story

Start with your “why.” Why does your practice exist beyond medical appointments? What values do you bring to your community? What do you stand for?

Whether it’s preventative care, compassionate service, or community leadership, your values should form the foundation of your messaging.

This narrative, your story, is what sets you apart and builds emotional connection with your audience.

2. Map your audiences

GPs interact with a wide range of stakeholders, each with different needs:

• Patients — need clear, timely information and reassurance.

• Families and carers — want to feel supported in caring for loved ones.

• Healthcare professionals — want to collaborate effectively.

• ICS and NHS partners — need to see leadership and impact.

• Local media and councillors — want positive local stories and outcomes.

• Voluntary sector — seek shared goals and referrals.

Effective communications depends on tailoring your message to each group, not sending the same message to everyone.

3. Take ownership of your channels

Your website, waiting room screens, social media, email newsletters, and local press releases are not just admin tools, they’re strategic assets.

A strong online presence builds trust, educates patients, and provides a voice for your practice. Regular updates show that your surgery is active, caring, and responsive.

Use digital tools to explain services, promote new initiatives, and share health advice.

Consider introducing:

• A monthly email newsletter

• Short video updates from GPs

• Patient spotlight stories

• Event promotions for flu jabs, blood pressure checks, or mental health awareness

The tone should be clear, friendly, and human.

4. Make the most of the NHS brand

The NHS is one of the most trusted brands in the UK. Use that recognition wisely. Align your local communications with NHS campaigns, toolkits, and priorities but make it personal and relevant to your community.

For example, if NHS England is promoting cancer screening, localise the message: “At [Your Practice Name], we’re helping our community catch cancer early.”

Tie your efforts into the broader NHS narrative but don’t lose your unique voice.

5. Build a local network of influence

You’re not alone. Strong partnerships are a powerful communications tool.

Work with your local Primary Care Network (PCN), community leaders, charities, schools, and media to tell stories that highlight the value of general practice.

Run joint events, co-create campaigns, or partner on social media. These collaborations boost visibility, strengthen relationships, and amplify your voice.

GPs should be seen not just as clinicians, but as community leaders.

6. Respond to feedback and crisis with care

Reputation is tested during tough moments - complaints, service issues, or media scrutiny.

The key isn’t to avoid criticism but to manage it proactively.

Listen to feedback. Respond with empathy. Be transparent about challenges and clear about improvements.

If something goes wrong, don’t go silent. A timely, honest message can defuse tension and show maturity.

Remember, people don’t expect perfection, they expect integrity.

Why now? The case for acting fast

GPs are stretched like never before. So why focus on communications now?

Because the new NHS model puts primary care in the spotlight. And in a crowded, digital world, silence gets drowned out.Communications isn’t another burden, it’s a force multiplier.

Practices that communicate well:

• Reduce inappropriate demand by setting expectations

• Improve health literacy and patient behaviour

• Increase staff morale and retention

• Attract funding and public support

• Drive better health outcomes

As Neighbourhood Health Services roll out, practices that lead the conversation will shape the future. Those that don’t may find decisions being made for them.

What GPs can do today — A 10-point checklist

Here’s how to start building your reputation, today:

1. Update your website — Ensure it’s clear, mobile-friendly, and informative.

2. Audit your communications — What are you saying? How often? To whom?

3. Introduce a monthly newsletter — Keep patients and partners informed.

4. Tell your story on social media — Humanise your practice with short updates.

5. Promote key services proactively — E.g., mental health support, asthma reviews.

6. Gather patient feedback regularly — Use it to improve and demonstrate care.

7. Connect with local media — Share good news and community events.

8. Partner with local organisations — Build a broader support network.

9. Train your staff in messaging — Everyone is a spokesperson.

10. Celebrate your team — Showcase the people behind the practice.

The Role of PR and Communications Agencies

This is where we can help. Working with a specialist PR and Communications agency, particularly one that understands health, community care, and the NHS ecosystem, can give GPs the edge.

We can:

• Develop your brand narrative

• Manage media and reputation

• Craft content and campaigns

• Train your team in communications

• Align your work with NHS and ICS priorities

• Attract local attention and build trust

At a time when local reputation is linked to national reform, this isn’t a ‘nice to have’, it’s strategic protection and promotion.

Conclusion: Reputation is an asset - build It

The NHS is changing. Communities are changing. General Practice is changing.

But in the middle of this transformation, one thing remains constant: people trust people.

By investing in marketing and communications, GPs can build real relationships, drive engagement, and lead their communities into a new era of healthcare.

Your reputation is already forming , the only question is whether you’re shaping it or letting it happen to you.

Start now. Be visible. Be clear. Be proud.

If you’re a GP or Primary Care Network looking to strengthen your communications, promote your practice, or lead your Neighbourhood Health Service strategy, we’re here to help.

Let’s build something that matters.

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