Publish date: 8 August 2025
Director of communications Ross Wigham explains how Northumbria communicates with local communities in changing times
This is a time of real change across the NHS so good communications and engagement are more important than ever in the delivery of modern healthcare.
In fact, it’s one of the key issues that patients and families mention – for good and bad - when they contact us to talk about their care.
At Northumbria we want everyone in the local community to feel they have access to trusted information about healthcare in a way that’s meaningful and convenient.
We know the health system can be complex which is why we make a real commitment to our local communities, and we want everyone connected to our services to have the right information for their needs in a way that’s simple to understand.
In the modern world, this is increasingly challenging with the speed, spread and fragmentation of communications channels meaning that people require news, information and updates in many different ways.
We know we don’t always get it right but our focus is on building relationships, reputation and trust so we can deliver the best possible service for everyone.
When it comes to providing information and getting key messages out, we not only look at things like the media, advertising, websites, posters, leaflets and newsletters, but are increasingly using things like video, messaging apps, blogs, vlogs and, of course, a wide range of social media platforms.
We know this is an area that’s changing rapidly and we’re working hard to make sure our information is not only in the right places, but also delivered in a way that reduces inequalities and is mindful of health literacy.
For example research shows the internet has become a real tool for self-care with more than three-quarters of UK adults using it for health and wellbeing. That means we need to take great care that our website and video content provides the trusted, accurate information that people need from the NHS.
One really positive sign is our latest public perception survey which found that 79% of local people were satisfied with our services. We also gained some really valuable feedback on how people rate communications and which channels they use.
Last year, we became the first NHS communications team in the country to achieve the accredited Communications Management Standard (CMS) from our industry body, the PRCA and I’m proud to say we have just achieved this for a second year.
As part of this we had to demonstrate clear evidence on how we deliver communications, carry out detailed planning, evaluate performance, measure what we do, manage resources and provide a service to the public.
As well as communicating with our 12,000 staff and the wider public in Northumberland and North Tyneside, we also engage with a large number of partners, stakeholders, charities, community groups and public servants.
But really good communications are also about listening and in the last 12 months we have increased our face to face engagement events – getting out to meet the public right across the patch in our Northumbria Café events. Our Have your Say portal also enables voices to be heard virtually, wherever and whenever people want to access it.
As well as this our Patient Advice and Liaison Service (PALS) meets or speaks on the phone with hundreds of people every month, while our NHS chaplains provide round the clock pastoral support to those who need it, irrespective of faith or belief.
The Bright Charity is another important part of our work where we use donations from the public to enhance the care that the NHS is able to provide. This team is also responsible for our amazing volunteer service and healing arts programme, both of which do so much to help people, often at the most difficult times.
Finally, Our Community Promise is the trust’s pledge to focus on all the ways it can improve people’s lives - from health inequalities to employment and the environment - because we want to be pushing the boundaries of what the NHS can be by supporting everyone who lives and works in the area and wider region.
Here are a few links that might be interesting:
Watch us on YouTube.
Join our online community.
Join us on social media.
Find out more about the Community Promise.
Take a look at our media centre.