Tomorrow’s Guides

How PLMR helped increase it’s market share within the care sector



Services provided

The Situation

PLMR has been working with Tomorrow’s Guides since 2013 to help increase its market share within the care sector and raise the profile of its three review websites –, and 

What we did

PLMR developed an ongoing positive PR programme to position as the one-stop portal for the care industry and drive traffic to the website by targeting a wide national audience of care seekers. ​ 

PLMR’s engagement with key journalists across national media through press releases, surveys and reactive comment opportunities has led to coverage across national newspapers, broadcast media and regional press, making the ‘go to’ commentator on a variety of care issues.​ 

Recent examples of PLMR’s successes include securing 170+ pieces of coverage on the gender disparity between sons and daughters looking for care for their parents. PLMR has also secured extensive coverage for stories about how care homes celebrated key events such as the King’s Coronation or Silver Pride. Additionally, PLMR used’s own internal data to prepare stories about the state of the industry, highlighting the number of care home openings and closures in the past year. 

The Result

In 2023 alone, PLMR helped to secure over 550 pieces of coverage for, including through publicising the brand’s Top 20 awards in regional publications across the country. PLMR’s media engagement programme has helped achieve the milestone of 300,000 reviews on its website, with 2023 seeing the highest number of reviews in a single year.   

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