The UK General Election - 4th July 2024



Bluebird Care

Bluebird Care is a franchise home care provider network with over 200 franchises in the UK and Ireland.


Bluebird Care


Services provided

The Situation

Bluebird Care is a franchise home care provider network with over 200 franchises in the UK and Ireland. Their care teams support people to live independently and safely in the comfort of their own home for longer.

When people think of ‘care’ they often think of elderly residential care homes. The role of domiciliary (home) carers is often given less prominence in media. Bluebird Care wanted to change that, and engaged PLMR to raise their profile across sector, local and national media so that they could reach more people than ever with their high-quality compassionate care.

Bluebird Care is a franchised network and so a key priority was promoting the hard work and impact of care assistants and teams in each business in the network, as well as raising the overall Bluebird Care network profile.

What we did

PLMR created a dedicated ongoing programme of public relations support which is designed to raise Bluebird Care’s profile in local communities across the UK, and demonstrate their expertise and position as a sector leader.

At the same time, PLMR work with the Bluebird Care network’s Central Marketing Team to provide strategic communications advice and creative campaign suggestions to boost the profile of the whole network.

Our reputation management support provides a 24/7 press office function for Bluebird Care and its teams across the UK – meaning that our expert team of consultants are on-hand to deal with issues in individual franchises or the wider network if they arise.

PLMR also identified that sector and community awards would be excellent opportunities for Bluebird Care to demonstrate their excellence and positive impact in the sector and in communities across the UK. We identified a calendar of upcoming awards which would showcase Bluebird Care’s contributions and offer franchises beginning-to-end support with writing quality entries.

The Result

PLMR have secured hundreds of pieces of coverage in local, sector, and national media outlets, promoting the work of Bluebird Care and telling the story of the value of home care. PR successes have included:

  • A long-read in The Guardian, telling the story of domiciliary care through the eyes of a Bluebird Care Assistant.
  • Reactive commentary in The Financial Times and leading sector publications has further solidified Bluebird Care as experts in their field.
  • Regular coverage secured in leading trade media titles Home Care Insight and Caring Times.

Whether it be a care assistant going above and beyond for their customers or local community, new offices opening, network-wide thought leadership pieces and wellbeing initiatives, or local football team, PLMR secure Bluebird Care and their franchisees the recognition they deserve in each area they serve.​

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PLMR’s crisis communications experience is second to none, and includes pre-emptive and reactive work across traditional and social media channels. We work with a range of organisations to offer critical communication support when they are faced with difficult and challenging scenarios.