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Learn with Plackard: How to speak Weasel

 

Blog headlines

  • Celebrating innovation in eye research
    24 September 2020

    This week Julian Jackson from VisionBridge has shared a report on eye research.

  • Link of the week: Comprehensive Spending Review and Covid-19
    24 September 2020

    This week we are sharing a blog that outlines the funding pressures and uncertainties faced by the health and care system

  • Risk stratifying elective care patients
    10 September 2020

    This blog has been shared by MBI healthcare technologies. As services are starting to treat routine patients those on waiting lists are making enquiries as to where they are on the list, and if they are still on the list.

  • Link of the week
    4 September 2020

    This week the link we would like to share are reflections from physiotherapy students on placement at Alzheimer Scotland https://letstalkaboutdementia.wordpress.com/

  • Link of the week
    28 August 2020

    This week we would like to share a blog published on the Mind website about being a BAME health worker in the pandemic.

  • Remote clinical triage model
    20 August 2020

    This week we are sharing how a remote clinical triage model was implemented at Tollgate Medical Centre. This has been shared with us by Sarah Portway, a Nurse, and Clinical Services Manager at Tollgate Medical Centre.

  • Can the Community Pharmacy become the gateway to integrated care in the NHS?
    13 August 2020

    The NHS is a continually evolving innovative demand led public service the role of the Community Pharmacist is becoming the public face on a journey to the more responsible public engagement in the personal care of individuals and their family. There are currently over 11000 Pharmacies many are single or small chain service providers, while multiples occupy the urban shopping centres and more densely populated conurbations, the value of the rural High Street can’t be understated.

  • Crunch time for patient involvement
    7 August 2020

    There are new challenges for primary care, which could really do with patient input. Mike Etkind, chair of a PPG and founding member of his PCN’s patient group, recognises the size of the task clinical directors have managed over the last few months but identifies two particular issues where patients have a necessary and valuable contribution, that need to be addressed now – the 2020 vaccination programme and primary care from a distance- total triage, remote consultations, and the use of telemedicine.

  • Link of the week - Visionbridge
    31 July 2020

    The link we are sharing this week was submitted by Julian Jackson, Visionbridge.

  • Links of the week
    23 July 2020

    This week we are sharing two articles with you.

  • Link of the week
    21 July 2020

    The blog is from the perspective of the Company Chemist Association's Chief Executive Malcolm Harrison.

  • Link of the week
    9 July 2020

    This week we are sharing a blog from the NHS Confederation’s “NHS Reset” looking at the work of Healthwatch, the role of volunteers in supporting patients being discharged from hospital and the importance of the community.

  • Virtual education sessions on spinal cord injury from Spinal Injuries Association
    2 July 2020

    This week Karen Mikalsen from the Spinal Injuries Association shares some information on their work and events for healthcare professionals.

  • Guest blog:Karen Chumley
    25 June 2020

    Thank you to Karen Chumley for a second blog –this time on the local use of an Electronic Palliative Care Coordination system during the Covid-19 pandemic. Karen is the Clinical Director and Deputy CEO at St Helena.

  • Link of the week
    19 June 2020

    This week's link of the week is article by Yasmin Khanagha published in Nursing Times – Why we need to open the conversation about racism.

  • Guest blog: Dr Karen Chumbley
    12 June 2020

    This week we have a guest blog submitted by Dr Karen Chumbley, clinical director and deputy chief executive at St Helena (https://www.sthelena.org.uk/)

  • Social care to become lifestyle brand
    16 April 2020

    Social care is to get a new brand identity as the government seeks to reverse the perception that it is the poor relation of the NHS.

  • Blithering Covid-19 bulletin plays vital role
    2 April 2020

    To fill a gap in the market for timely and relevant Covid-19 information, Martin Plackard, director of global crisis communications at NHS Blithering introduces his latest initiative to reach out to stakeholders during the outbreak.

  • Social distancing the Longstay way
    27 March 2020

    We asked Sir Trevor Longstay, chief executive of the NHS Blithering University Hospitals Foundation Trust and commander-in-chief of the Blithering Covid-19 Taskforce to give us some practical tips on social distancing. Here he shares some of the lessons learned over four decades of leadership – not all of them relevant or epidemiologically sound

  • Nothing left to shift: fears grow over NHS paradigm supply
    12 March 2020

    The government has issued a stark warning that stocks of paradigms and other basic supplies could soon run out if NHS managers continue panic-buying.

 
 
Thursday, 7 March 2019

Learn with Plackard: How to speak Weasel

Martin Plackard is universally acknowledged as the foremost public sector communicator of his generation. Here he provides a guide to the most useful terms every NHS communications professional should know.

Strategy

Vision – what good looks like and what better might look like in future, ideally captured in a clear and concise vision statement running to no more than two sides of A4. Make sure you have sign-up and preferably buy-in from all stakeholders.

Mission – what you are urgently planning to aim to facilitate or enable. May contain pledges and ambitions. Should not include promises or dates.

Commitment – may be firm, strong, lasting or unwavering. Everything you do should underline or demonstrate it. A preliminary commitment is a useful first step leaving room to change your mind later.

Purpose – the ultimate aim of every strategy. Something we should all aspire to (see also achievement).

Transformation – state or act of imagining incredible benefits that will materialise in the near to mid future.

Sustainability – what all transformation funding ends up being used for.

Roll-out – how all new programmes, campaigns, policies, IT systems and changes to services are introduced. Start with an initial roll-out and progress to the regional or national variety. For large-scale or long-running programmes organise your roll-out in waves.

Geography and travel

Landscape – uncharted expanse of space suitable for stakeholder mapping exercises, reviews and surveys (see also journey).

Place – very approximate measure of size not to be confused with an actual location. A place is smaller than a system but larger than a locality.

Direction of travel – means of expressing intended course to an implied end-point or destination. Usually but not necessarily synonymous with forward (see also towards).

Towards – indispensable term conveying momentum and strategic intent.

Journey – something we’re on or may soon be on together.

Roadblock – unforeseen circumstance that may lead to long detour or in extreme cases an abandoned journey. (Note: You are not starting again but building on the success of your last journey).

Engineering and construction

Underpinning – the parts of your strategy or programme that people don’t need to see but like to know are there. Underpinning beliefs or principles may be used to convey robustness in the absence of credible evidence or a solid rationale.

System architecture – use to confer orderliness and coherence on the sprawling mass of ill-fitting and incompatible parts responsible for commissioning, regulating and providing services.

Support chassis – sometimes even system architecture needs further reinforcement. One or more support chassis may be rolled out as required.

Overarching – largely decorative rhetorical feature advertising your primary goal. Note that too many overarching ambitions can make the programme top-heavy and unstable.

Silo – mass storage unit for vested interests. Aim to break them down but not before moving their contents to another suitable location (see delivery vehicle).

Delivery vehicle – something has to deliver the outcomes and benefits of transformation. They won’t move themselves.

Editor: Julian Patterson

julian.patterson@networks.nhs.uk
@NHSnetworks

 
Nicole Druce
Nicole Druce says:
Mar 08, 2019 09:28 AM

I don’t understand how this "tongue in cheek" comms is supposed to help with the motivation of staff or the NHS as a whole. If the time spent writing this blog was spent highlighting REAL achievements, collaboration and progress I would applaud the Editor's efforts. However, as a fairly new employee to the NHS this satirical messaging does nothing to change the elements of the organisation that needs to be challenged. It simply provides a vessel in which the echo of "oh well...it's always been done this way" is allowed to fester. If this type of communication was published in private commerce the editor would be sacked for bringing the organisation into disrepute!

Julian Patterson
Julian Patterson says:
Mar 08, 2019 11:21 AM

Thank you. I always look forward to my first "he should be sacked" message of the year

Anonymous says:
Mar 08, 2019 12:07 PM

Sigh.

When I joined the NHS (my first job was in 1990) people were still allowed a sense of humour. On the grounds that happy people who can laugh at the sheer ridiculousness of much of the bureaucracy we're expected to shoulder are, in general, merrier team-mates and the workplace is a happier place. And happier people are more productive.

That's obviously the wrong way to motivate people. I shall put hair shirts and whips on order this afternoon, along with a bit of dry bread and rainwater collected from the rainbutt for suitable snacks.

richard askew
richard askew says:
Mar 08, 2019 02:21 PM

A very informative article - I always wanted to know the difference between vision and mission. Now I know I pass it on to all my friends. Thank you

Jon Collins
Jon Collins says:
Mar 08, 2019 02:50 PM

This is satire?
*deletes presentation*

Anonymous says:
Mar 09, 2019 08:38 PM

Time and again parody has been shown to be one of the most effective ways to speak truth to power and shine a little light on some of the worst excesses of health service management.

They do say when everyone in the organisation thinks the same you can be sure no one is thinking.

Essential reading for all those NHS communications colleagues aspiring to be more than a cheer leader for national policy makers.

The Nuffield Trust - Essay collection October 2018
Doomed to repeat? Lessons from the history of NHS reform.
www.nuffieldtrust.org.uk/files/2018-10/learning-from-history-web.pdf