Rise in telephone scams predicted as lockdown eases

As COVID-19 lockdown measures start to ease, National Trading Standards is predicting a rise in scam telephone calls as illegitimate call centres around the world get back to work.

To coincide with the expected surge in telephone scams, National Trading Standards is offering 700 free call blockers on a first-come-first-served basis for households looking to prevent nuisance calls.

The call blocker devices make a considerable difference to households targeted by scam and nuisance phone calls. A recent survey, which examined the impact of call blockers provided by National Trading Standards three months after installation, found that 92% of users no longer received scam or nuisance calls and 95% of users no longer felt threatened or scared by these types of calls. By using a call blocker to prevent scam and nuisance calls from reaching users in the first place, 88% of respondents felt safer in their home and 83% of people no longer worried about losing money from a scam call.

COVID-19 has provided new opportunities for telephone scammers to take advantage of members of the public. One company was found to have made over 680,000 automated scam calls over a four-week period, urging people to purchase face masks and hand sanitiser at a cost of £29.99-£49.99 by falsely claiming that the PPE was a government requirement. National Trading Standards took action to prevent further calls being made, saving consumers more than £6million.

The call blocker units supplied are the trueCall Secure call blockers – the same devices that have been used in previous National Trading Standards pilot programmes. trueCall’s latest data from its call blockers predict a sharp rise in nuisance calls as lockdown lifts. Despite telephone scams that were made during lockdown, overall the number of nuisance calls in March was 34% below expected levels and 77% below expected levels for April. However these figures are now picking up as call centres across the world re-open.

Louise Baxter, Head of the National Trading Standards Scams Team, said:

“Scam callers are relentless and often leave their intended victims feeling scared, anxious and unsafe in their own homes. Our pilot call blocker schemes have already shown the effectiveness of call blockers in protecting households from potential scams and the distress that these types of calls can cause. This technology can make a real difference to the quality of life and emotional wellbeing of people who are targeted by nuisance or scam calls.”

Members of the public who feel threatened by scam and nuisance calls can apply for a free call blocker from National Trading Standards here: www.friendsagainstscams.org.uk/callblocker. To minimise the need for technicians to enter people’s homes, devices available through this pilot will need to be self-installed.

Media and Data Minister John Whittingdale said:

“We are determined to end the plague of nuisance calls ruining elderly and vulnerable people’s lives. It’s fantastic to see Trading Standards help block unwanted calls as lockdown lifts.

“By providing 700 call blockers free of charge we can continue to drive down nuisance calls and reduce the emotional distress they cause.”

In a recent study about the effectiveness of call blockers, carried out in partnership with the National Centre for Post Qualifying Social Work at Bournemouth University, consumers who have received a call blocker reported a significant increase in their well-being after the blocker had been installed and stopped the scam and nuisance calls. One recipient said the call blocker has had an “enormous effect…prior to the call blocker I was getting calls on a regular basis. I lost my husband and this had really helped me feel safer.” Another added: “It’s brilliant as my husband doesn’t answer scam calls anymore and he used to reply to scammers and we lost money to scams. It has all stopped now.”

Professor Keith Brown, Director, National Centre for Post Qualifying Social Work and Professional Practice at Bournemouth University, said:

“We know that criminals are very skilled and clever in the way they use persuasive language in order to win over the confidence of their victims. It can be very difficult at times to know which calls are scams and which are from genuine people so call blockers play a vital role in protecting the most vulnerable in our society. I strongly recommend them.”

Steve Smith, MD of trueCall said:

“As lockdown eases we must all stay vigilant and protect our vulnerable relatives and friends from scams. We’re proud to play our own role in helping protect households from criminals with our call blockers that stop unwelcome callers and ask unrecognised callers to identify themselves before calls are put through.”

Members of the public are also being encouraged to protect themselves, friends and neighbours against scams by joining Friends Against Scams. The initiative provides free online training to empower people to take a stand against scams. To date, nearly 500,000 people have signed up to take part in the initiative. To complete the online modules, visit www.friendsagainstscams.org.uk.

team barley communications

Vuelio | PR Spotlight on…James McCollum

Vuelio, the PR and media software company, recently spoke to our director James McCollum about current issues facing the PR industry, including lessons from lockdown, the sector’s diversity problem and how agencies should attract talent in a post-COVID era.

See the full piece below – which was originally published here.


Taking on a new role is always going to be challenging, but especially when it comes during an international health crisis impacting businesses across the globe. James McCollum has welcomed the challenges of working through lockdown in his recent appointment to director at Barley Communications, and takes us through how the virtual agency is dealing with the current obstacles facing the PR industry and its clients and what can be learned from them.

‘I’d ask not whether the industry ‘can’, but whether it ‘needs’ to return to the way things were before…’

What are the main challenges you’ve faced taking on a new role during lockdown?
Lockdown has been a difficult time for people in ways none of us could have ever imagined.

I suppose a key consideration has been reassuring clients that I’ll continue to be someone they can contact on a day-to-day basis. There can be perceptions that a change in position can mean less time delivering their work – which is not the case for me at all. I’m a firm believer that communications leaders and practitioners need to continue operating ‘at the coal face’ if they want to provide the best advice and deliver the most effective campaigns for their clients, such is the pace of change in how people access and consume content.

What are you most looking forward to getting stuck into in your new role?
The two best things about working at Barley are firstly working with and learning from incredible people and talent, at all levels – from old hands to new kids on the block, we all have something to learn.

Secondly, it’s working with amazing clients that have a real impact on people’s lives. Our strapline is Communication That Matters – and it’s true!

In terms of my new role, I’m looking forward to supporting new and emerging talent in the business, and expanding our social purpose portfolio to deliver more meaningful campaigns that have a positive impact.

Are the Barley team working from home at the moment, and what are the plans for returning to the office?
Barley is a virtual agency that has always embraced working from home. It enables us to work with the brightest and the best who, in many cases, aren’t able to commute. In that sense, COVID-19 has been business as usual for us.

We have missed our regular meet-ups, though – our ‘B-Hives’. These are monthly opportunities for us to get together, tackle key briefs as a unit and brainstorm ideas together – as well as have a good catch-up. In the meantime, we’ve continued running creative sessions remotely, both internally, and with existing and new clients – we’ve won several new briefs in the last few months.

Having made the adjustment to remote working two years ago, my advice would be to stay connected with colleagues and clients. Don’t be afraid to pick up the phone or suggest a short ideas session to nail a brief. Interaction is one of the most important parts of our jobs – it’s the heartbeat of what we do – and it’s important to keep that at the core of your day-to-day.

Which pieces of tech have really been helping you work through the current crisis?
Given we work from home permanently, we haven’t needed too many changes. We’ve been using Zoom and Sharepoint for years, so no real changes in terms of software. Although, running messaging workshops via Zoom has led us to explore different features, like the breakout rooms – if you haven’t used them in lockdown quizzes yet, you’re missing out!

My main tech game-changer is hardware – I’m a sucker for multiple screens/monitors as I always have a heap of different programmes open at once, so when I moved to working from home that was top of my list of must-haves.

Do you think the industry can return to the way things were before?
I’d ask not whether the industry ‘can’, but whether it ‘needs’ to return to the way things were.

With the exception of face-to-face client meetings and pitches – which I hope return soon, as you can’t replicate the energy of strategy sessions and pitches on Zoom – I’m not convinced the industry needs to return to its pre-COVID-19 routines. Do agencies need all team members to waste time every single day on uncomfortable rush hour commutes – time which could be better spent exercising, reading, learning, or with family and friends? Do agencies need to pay office costs for a workforce that has most likely adjusted to home working? Do teams want to miss out on talent that can’t commit to 9-5, five days a week in an office?

So, I suppose the answer is no. The industry will adjust in places – but the best talent will go to the organisations that meet their needs and lifestyle.

Which particular sectors among your client base do you see making the quickest recovery post-pandemic?
Splitting by sector is tricky – there are massive differences within each. Look at the charity sector – some charities are getting massive exposure at the moment (see FareShare’s work with Marcus Rashford) while lots of others are seeing donations fall.

What we have seen is some clients strengthened and emboldened during the pandemic. One was asked by the Government to run antigen tests for COVID-19, which rapidly expanded its operation. Other clients have adapted to new roles, such as generating funds to support key workers.

The PR industry has a diversity problem – what can agencies do to create diverse teams and support BAME colleagues into higher positions?
Firstly, I know that as a white male I’m not necessarily the most appropriate spokesperson here, but it’s abundantly clear that the industry has heaps more to do and we all have a part to play. Agencies have to stop reeling out platitudes and take meaningful action.

One observation I would make is the need to move on from the obsession with media relations – for too long the industry has been run by people who honed their skills in a different age of communications, when journalists were wined and dined, and stories proudly cut out of the paper for your scrapbook. This has been reflected in the workforce – a PR industry of middle-class white people employed to engage middle-class white journalists.

We’re in a different media age now – our audiences are more diverse, and their touchpoints and media consumption more varied. In order to channel content more precisely and achieve success for clients, we need tailored insight, understanding and experience from a more diverse workforce, one that reflects the audience we need to engage. Teams that lack diversity will have incomplete strategies that will miss the mark.

What do you love most about working in the PR industry, and would you recommend this as a career?
Variety. I’m not the first and won’t be the last to say it, but it’s true. This job has taken me to places and given me experiences I’d never have imagined.

I recently chaperoned the PM and his team around a laboratory (at a 2m distance, of course). Throw in dockside warehouses with famous graffiti artists, the media centre at Gleneagles for The Ryder Cup, NHS secondments, grueling Council meetings and messaging workshops in the Middle East and it’s a pretty eclectic and rewarding mix.

I’d absolutely recommend it – if you want the unexpected, get involved!

National Trading Standards

Barley’s work for National Trading Standards helps protect consumers and safeguard legitimate businesses. Our recent high impact stories have highlighted the increasing role of organised crime and modern slavery in Trading Standards offences and warnings to retailers about selling knives to children.

National Trading Standards is responsible for gathering important intelligence from around the country to combat rogue traders and tackle several national priorities. These priorities currently include mass marketing and internet scams, and a range of trading standards enforcement issues that go beyond local authority boundaries.

Barley Communications provides media relations support for National Trading Standards. This includes:

  • Proactive campaigns to raise consumer and business awareness about specific issues and priorities
  • Proactive media announcements to highlight enforcement milestones, such as court hearings and arrests
  • Managing the National Trading Standards press office.

Recently, unscrupulous criminals have been exploiting fears about COVID-19 to prey on members of the public, particularly older and vulnerable people who are isolated from family and friends. National Trading Standards is warning people to remain vigilant following a rise in coronavirus-related scams that seek to benefit from the public’s concern and uncertainty over COVID-19.
We devised and delivered a hard-hitting media campaign for National Trading Standards to raise awareness of COVID-19 crimes and help prevent more people being scammed.

This led to 60+ pieces of coverage, including BBC News, The Guardian, Metro, Daily Mail and The Times. The coverage has led to a seven-fold increase in new sign-ups to the scams prevention campaign Friends Against Scams and the story overall has led to 10k+ new registrants.

“We appointed Barley Communications to run the media operation for National Trading Standards in 2019. We outsource the entire press function to Barley and entrust them to manage and enhance our reputation on a range of sensitive issues. At NTS we run multiple investigations and Barley are a vital part of our team handling communications for complex court cases with sensitivity and professionalism. The team recently presented to our Board and we were very pleased with the quality of media coverage on issues such as the sale of knives to under 18s, doorstep crime, scams and other areas of consumer harm. Barley are strategic operators working at a senior level and demonstrate an excellent understanding of the complex partner landscape in which we operate. Barley can be relied upon to use their experience to work effectively with partners including police forces, local authorities, retailers and others. Their knowledge of the consumer protection environment, the partnerships they have developed and their links with relevant media are impressive. I am very happy to recommend Barley.”
Lord Toby Harris, Chairman, National Trading Standards and Author of London’s preparedness to respond to a terrorist attack: an independent review, October 2016

Summer is the Silly Season for Fast Fashion

Summer is the season for occasion wear, special outfits purchased for weddings, BBQs, holidays and festivals. Millions of these outfits are bought new every year and never worn again, damaging people’s purses and the planet. That is why Barnardo’s is asking people to think ‘pre-loved’ before buying new and check out the gems to be found at their local Barnardo’s store.

According to a new poll conducted by Censuswide for Barnardo’s* this year Britons potentially will spend an extraordinary £2.7 Billion on fashion that will only be worn once.

Brits spend an average £79.76 on a wedding outfit, nearly 10m of which are expected to only be worn only once, meaning they are potentially forking out nearly £800 million on single-use wedding outfits alone. But by far the biggest indulgence is outfits for holidays, Brits spend over £700 million on 11 million outfits brought purely for the holiday and never worn again. See table above for details.

This is wasteful, expensive and unsustainable – both in terms of the environmental costs of making new outfits and the tonnes of wasted clothes which then end up in landfill.

Buying new is not only costly to purses and the planet, you are also more likely to see someone else in the same outfit – 26 per cent of people polled have turned up to a special occasion in the same outfit as another guest. Barnardo’s are suggesting this is the year to turn to charity shops to find a unique and beautiful vintage piece instead,

Barnardo’s Chief Executive Javed Khan said: “Choosing to buy pre-loved clothes for a special occasion from a Barnardo’s shop means you don’t have to worry about bumping into someone wearing the same outfit.

“It is also kinder to the environment and your wallet, getting more wear out of clothes which might otherwise only be worn once and end up in landfill.

“Buying from Barnardo’s also means you will be helping to transform the lives of vulnerable children across the UK.”

Currently a quarter (25 per cent) of people would be embarrassed to wear an outfit to a special occasion such as a wedding more than once – this rises to 37 per cent of young people aged 16-24 although just 12 per cent of those over 55 feel this way. This needs to change.

It’s not all bad news however, 55 per cent of people would like to get more use out of the clothes they buy to reduce their impact on the environment, and four in ten (40 per cent) have worn a second hand item to a wedding.

What’s more 46 per cent of people think you get good value for money by shopping second hand and a further 45 per cent believe it’s more affordable than buying new – with 28 per cent saying they can find designer bargains they wouldn’t have been able to afford at full price.

But with more than half (51 per cent) of people say buying new clothes for a festival or holiday adds to the excitement of the build-up, Barnardo’s are launching a special in store booklet with tips on finding and styling occasion wear from its stores. There is also a short film with tips from sustainable fashion experts Paloma in Disguise, and Jade from NotBuyinNew.

BBQ 6,368,240 £197,606,487
FESTIVALS 7,400,928 £247,931,088
OTHER 8,724,845


BALL OR OTHER FORMAL EVENT 6,837,473 £491,545,933
WEDDINGS 9,997,636 £797,411,447
HOLIDAYS 11,052,809 £711,137,731
TOTAL 50,381,931 £2,774,821,087

1 in 10 Parents Admit Throwing Dirty Nappies in the Recycling

A new campaign has been launched today to encourage parents to dispose of used nappies in their general rubbish bin, after one in 10 UK parents of under 3s admitted to putting them in with the household recycling.North London Waste Authority (NLWA) has revealed how lorry-loads of recycling have to be thrown away because they have so many nappies in them. The scourge of nappy contamination also forces recycling centre workers to pull filthy nappies off conveyor belts by hand so the rest of the recycling can be processed properly.NLWA wants to help parents do the right thing with used nappies and avoid causing these problems. Disposing of nappies properly not only helps the environment, it also helps reduce the staggering £1.5m cost of contamination met by north London taxpayers every year.The #BinYourNappy campaign reminds parents to put used nappies in their general waste bin.

NLWA has launched the campaign after carrying out new research, which found there is widespread confusion about correct nappy disposal; 10% of parents of under 3s think nappies should go in a bin other than general waste. And of those who have put nappies in the recycling, more than a third say it’s because the outer packaging shows the ‘recycling logo’, whilst a fifth say it’s because they are termed ‘disposable’.

With labelling on nappy packaging at the heart of the confusion, NLWA is calling on manufacturers to make it clearer on-pack, and through their marketing communications, that nappies must go in the general rubbish bin.

Chair of NLWA, Councillor Clyde Loakes, said: “It’s hard to overestimate the scale of this unsavoury problem. We know parents want to do the right thing. That’s why we’re asking parents to put used nappies in the general waste bin. Contamination of recycling damages the environment, is costly for taxpayers and leaves recycling centre staff having to remove soiled nappies by hand.

“Our research shows that there is huge confusion about the labelling on packs. We’re calling on nappy manufacturers to come on board and make things clearer for their customers and help parents’ understanding.

“The estimated cost of dealing with contaminated recycling in the next year in north London alone is nearly £1.5million – money which I’m sure most taxpayers would prefer was spent elsewhere.”

Steve Oulds, National Commercial Manager at Biffa Waste Services Ltd, a Materials Recovery Facility which deals with recycling from households across north London, said: “We see millions of nappies arrive at our facility each year. Contamination is the single biggest challenge we face on a daily basis.

“Nearly half of parents in the survey didn’t know that recycling is sorted by hand. I hope that this knowledge helps encourage everyone to dispose of every nappy in the general rubbish bin.”Further confusion has been found around nappies marketed as ‘biodegradable’ or ‘compostable’, with half of all respondents believing these are recyclable in some form. Some respondents also thought whether a nappy is clean, wet or soiled makes a difference to whether it can be recycled. In fact, it is not currently possible to recycle any type of nappy through mainstream council recycling services.

The ‘Green Dot’ symbol (two intertwined arrows forming a circle) has been shown to be the most baffling for parents. Of those surveyed, 55% thought that this meant the outer packaging could be recycled and 13% thought it meant that either clean or used nappies could be recycled. In fact, the symbol only indicates that the producer has made a financial contribution towards the recovery and recycling of packaging in Europe and does not mean that the outer packaging or its contents are recycled or recyclable.

At the heart of the #BinYourNappy campaign is a video which helps explain the problem to parents – set to the tune of a familiar nursery rhyme.

As well as working with nappy manufacturers, NLWA will be enlisting the help of health services, toddler play centres and parenting groups to help spread the #BinYourNappy message. You can watch our campaign video, which explains the problem of nappy contamination here.

Visit wiseuptowaste.org.uk/binyournappy to find out more about the campaign.

London Waste and Recycling Board

The London Waste and Recycling Board (LWARB) challenged Barley to create a PR campaign to engage 16-24-year-old Londoners with the environmental issues posed by fast fashion and encourage them to consider more sustainable alternatives.

We provided full-service communications support steeped in audience insights, which led us to the #LoveNotLandfill campaign title and an integrated communication strategy covering traditional media, influencer relations and social outreach. All activity had the broader aim of driving behavioural change, ensuring clothes last longer, are reused and recycled, and are diverted away from landfill and incinerators.

There have been LOADS of campaign highlights – brokering a partnership with anonymous street artist Bambi to create an exclusive piece of artwork is definitely up there! See the video below for more…

Ali Moore, Head of Communications and Behaviour Change at LWARB said: “Working with Barley Communications on our #LoveNotLandfill campaign has been not only enjoyable but hugely fruitful: we were overwhelmed by the attention and support that Barley helped us achieve. They didn’t just deliver media relations but helped us with the whole approach, including ideas generation, social media management and film production. They also hooked us up with some great partners, collaborators and creative specialists along the way. The whole Barley team has been enthusiastic, cheerful and eminently practical at every stage – a flexible and responsive communications agency who’ve delivered reach, impact and engagement beyond our expectations.”

North London Waste Authority

We’re supporting North London Waste Authority (NLWA) to deliver its Residual Waste Reduction Plan, which aims to reduce the amount of waste north London householders throw away.

We devise and deliver proactive behaviour change campaigns that inspire audiences to reduce their environmental impact. We have created agenda-topping stories and delivered compelling social media activations on food waste, furniture upcycling, clothes swaps and the scourge of recycling contamination from nappies.

Our recent single-use plastics campaign to encourage a switch to reusable facemasks has achieved coverage across national and regional media including Sky News, The Independent, The Week and LBC and we are delighted that the ‘Swish and Style’ clothes swap project has been shortlisted for the edie Sustainability Leaders Awards 2021.


#LoveNotLandfill shortlisted for Public Sector Campaign of the Year

The #LoveNotLandfill campaign tackles issues close to our heart. An environmental campaign that harnesses the best of creative communications, drives behaviour change and delivers impact. It’s in line with our ethos at Barley: delivering meaningful communication that matters.

That’s why we’re delighted that #LoveNotLandfill has been shortlisted for Public Sector Campaign of the Year at the PR Moment Awards 2019!

Engaging young Londoners with fast fashion alternatives

The London Waste and Recycling Board (LWARB) challenged Barley to create a PR campaign to engage 16-24-year-old Londoners with the environmental issues posed by fast fashion and encourage them to consider more sustainable alternatives.

We provided full-service communications support steeped in audience insights, which led us to the #LoveNotLandfill campaign title and an integrated communication strategy covering traditional media, influencer relations and social outreach. All activity had the broader aim of driving behavioural change, ensuring clothes last longer, are reused and recycled, and are diverted away from landfill and incinerators.

There have been LOADS of highlights – and brokering a partnership with anonymous street artist Bambi to create an exclusive piece of artwork is definitely up there! See the video below for more…

Ali Moore, Head of Communications and Behaviour Change at LWARB said: “Working with Barley Communications on our #LoveNotLandfill campaign has been not only enjoyable but hugely fruitful: we were overwhelmed by the attention and support that Barley helped us achieve. They didn’t just deliver media relations but helped us with the whole approach, including ideas generation, social media management and film production. They also hooked us up with some great partners, collaborators and creative specialists along the way. The whole Barley team has been enthusiastic, cheerful and eminently practical at every stage – a flexible and responsive communications agency who’ve delivered reach, impact and engagement beyond our expectations.”

Roll on the awards night (and fingers crossed)!!


LCH works with people with very complex mental health needs. The organisation provides supported housing services so that people who would ordinarily be detained in prison or live on long-stay NHS psychiatric units are able to live in the community – with support.

We are supporting LCH as the organisation invests in new models of care to ensure service users experience the independence of living in the community backed by appropriate clinical and housing support.

General Chiropractic Council

General Chiropractic Council logoWe were initially asked to carry out a communications audit for the GCC. This included interviewing some members of the Council and external stakeholders and running a staff workshop to listen to people’s observations. Using the feedback as well as our own desk research, we generated insights which we then tested with the GCC. These insights were used to develop a new framework for communications aligned to the GCC’s new strategy. Since beginning our work, the GCC has refreshed its branding, developed a new website and introduced some new techniques to communicate with its key audiences.  

A day with NHS Digital

Our NHS has been a major talking point across the country this year. Work to mark its 70th birthday continues, as is the work to sustain it for another 70 years. It’s a key challenge facing No. 10, Whitehall and Skipton House. Whilst we don’t yet have the answer, it’s clear that digital transformation will play a leading role.

Communication is critical to the development, implementation and success of digital enablers in the NHS. This is true both in terms of encouraging people to use existing digital services – such as GP online services – to the more long-term opportunities enabled by technology. A paper-free NHS and integrated patient records. Smartphone apps and digital clinical engagement. The widespread use of digital medicines. Remote monitoring and care, such as harnessing the Internet of Things to improve prevention.

Successful multi-platform communication and engagement campaigns are needed to make all of these possible. People need to know about them and also need to have faith in them. It’s an old adage, but many of these need communications to help win hearts and minds.

NHS Digital – Shadow Me programme

That’s why I was delighted to take part in NHS Digital’s ‘Shadow Me’ programme, launched by Rachel Royall, Director of Communications. Objectives were two-way: for me to see first-hand the challenges facing a national body’s Director of Communications, but also to recommend ideas from my own experience.

It was quite the day to shadow. Media had broken a confidential story the day before. The Secretary of State was visiting its offices later that week. Important changes affecting patient interactions with the NHS were being planned. All issues that are vital to the organisation’s reputation. All areas that will support efforts to give the NHS a clean bill of health for the future.

Despite the external priorities, Rachel also found time to liaise with the different elements of the communications team, who are split between London and Leeds. She also found time to introduce new starters. The emphasis on internal communications and professional development was clear to see – not least by involving me in such a hands-on way.

So, what key lessons did I learn about being a Director of Communications in the NHS?

  1. Never let a media issue get in the way of your people. In fact, do the opposite. Wherever possible, use it as a chance to provide valuable learning opportunities for your team – it’s invaluable development experience.
  2. Crisis comms? Lead from the front. At all levels. Your leaders need you to provide your expertise, experience and guidance calmly in the face of a crisis. Highlight tangible implications and scenarios and demonstrate how you’re handling them.
  3. In-house communications consultancy, on demand. I was reminded how communication teams span pretty much every workstream in an organisation. It’s a vital enabler across all the major programmes. Comms professionals on the agency side should always remember how much time their clients/in-house comms leaders and teams spend advising their colleagues across the organisation and representing their team internally. It’s not all about your project!
  4. Does comms have a role here? Almost always the answer is yes. Think about the programme in the context of the end user. How will it land? Always strive to get communications at the table from the outset.
  5. Develop new leaders. Perhaps by launching a shadowing programme! It provides valuable insights and learning and brings tangible benefits for both parties.

Written by James McCollum, Associate Director, Barley Communications. With thanks to Rachel Royall, Director of Communications, NHS Digital, for providing us with the opportunity to shadow for the day.