Corporate Profiling

PR & Reputation Management Company

Communications Strategy

Building a credible voice for Alternative Futures Group

the challenge

Alternative Futures Group (AFG) – a mental health, learning disability and social care charity – came to us with a challenge: their brand “wasn’t working” as it should.

They needed to shift the focus to what they truly excel at – offering high-quality support to those with complex needs, adapting swiftly to change and maintaining robust compliance in the health and social care sector.

To help them achieve this, they turned to Smoking Gun’s B2B PR experts – with extensive experience in third sector communications – to build a reputation that reflects the positive impact of their work, while setting the stage for future growth.

In just 12 months, we transformed AFG’s presence in the sector – securing 150+ high-impact media placements, orchestrating 10 strategic public affairs meetings with influential MPs, and catapulting AFG to the number one position in media share of voice, surpassing all key competitors.

Objectives:

Our focus was to create a powerful thought leader voice for the brand in the North West and nationally by increasing SOV in earned media. Our objectives aligned with AFG’s long-term vision:

Position AFG as the go-to provider of health and social care in the North West, by building credibility and trust via earned media coverage
Protect the reputation of the organisation and actively address past perceptions, increasing positive sentiment in earned media coverage
Reinforce the positive impact AFG has on individuals and within communities
Support recruitment and retention of staff, highlighting investment in people
Foster relationships/ partnerships with key stakeholders to increase awareness of AFG and influence policy change

strategy

Our strategy focused on elevating AFG as the most respected provider of care in the North West by establishing a thought leadership presence that demonstrated the organisation’s unique value.

Our strategic planning division, the Intention Unit, initiated a comprehensive evaluation of AFG’s market reputation, comparing it to that of its closest competitors. This meant our approach was underpinned by insights which helped us to develop a nuanced approach to reshape perceptions and amplify AFG’s voice.

Here’s how we approached it:

– Proactive and reactive press office support
– Compelling newsmaking that drives key messages
– Thought leadership and corporate profiling
– Hearts and minds case studies that celebrated AFG’s work and its staff
– Outreach campaigns to drive influence and raise profile with stakeholders and policy-makers

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execution

Through targeted press office activity and strategic corporate profiling, we ensured AFG’s voice reached the right audiences with the right messages.

We delivered value-add activity to elevate AFG’s brand visibility and stakeholder alignment. This included:

A comprehensive brand elevation strategy informed by actionable insights from earned media analysis, led by our Intention Unit
A 10-point strategic plan focused on visibility, differentiation and engagement
Staff interviews to uncover authentic stories and drive human-centered content
Engaging video scripts designed to bring AFG’s impact to life visually
Targeted workshops and media training for senior leaders, equipping them to confidently represent AFG in public forums and ensure consistent messaging across all channels

Key media stories included:

Staff wellbeing milestones, such as achieving Great Place to Work accreditation and delivering sector-leading pay increases.
Innovative partnerships, including AFG’s tech integration with My Ecosystem.
Awareness campaigns like Mental Health Week, Learning Disability Awareness Week, Professional Care Workers Week and the launch of One Fylde Radio – a purpose-built radio station allowing people with learning disabilities to grow their broadcast skills.

We also positioned AFG as a credible thought leader, securing expert commentary opportunities on:

The general election’s impact on care services
The Autumn Budget and funding implications
Council financial challenges and sector response
The rise of assistive technology in care
The role of company culture and values in staff retention and care quality

To increase influence and policy impact, we conducted targeted outreach to key public sector decision-makers, securing 10 MP meetings to enhance AFG’s profile, encourage collaboration and influence future policy.

results

144 media coverage hits

in top-tier outlets, including Care Talk, The Carer, Care Home Professional, The Business Desk, Third Sector, Warrington Guardian, and more

Broadcast interviews

including a feature-length slot on BBC Radio Merseyside, raising the profiles of AFG’s leaders and expanding its regional presence

Leading Share of Voice

AFG’s SOV in earned media skyrocketed from 19% to 41%, surpassing its competitors and securing the number one position

Landing key messages

91% of coverage prominently featured AFG’s key messaging, effectively amplifying its purpose and values

10 MP meetings

Co-ordinated by Smoking Gun to encourage future collaboration (exceeding the KPI)

results

144 media coverage hits

Broadcast interviews

Leading Share of Voice

Landing key messages

10 MP meetings

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