In recent years, public services across the UK—whether it’s the police, fire brigades, ambulance services, or the NHS—have faced increasing scrutiny. Stories of heroic efforts and dedication are often overshadowed by negative headlines, political debates, or public frustrations. The result? A growing disconnect between public perception and the reality of the invaluable work performed daily by these services.
For public services to thrive in this challenging environment, reclaiming the narrative isn’t just an option—it’s a necessity. By proactively telling their own stories, these organizations can rebuild trust, foster understanding, and reaffirm their critical role in society.
The Problem: Negative Perceptions and Media Focus
Public services are often at the mercy of how they are portrayed in the media. While constructive criticism can drive accountability, sensationalized stories often skew public perception. Here are a few examples:
1. The Police and Institutional Criticism
In recent years, UK police forces have faced significant backlash due to high-profile cases like the murder of Sarah Everard by a serving officer and reports of institutional racism and misogyny. While it’s crucial to address these systemic issues, the overwhelming focus on failures often overshadows the thousands of officers working tirelessly to keep communities safe.
2. The NHS and Strikes Over Pay
Public support for the NHS remains strong, but headlines about long waiting times, underfunding, and recent strike actions by nurses and junior doctors risk framing the service as a system in perpetual crisis rather than a lifeline for millions.
3. Fire Services and Budget Cuts
Fire services, too, have faced criticism for slower response times and perceived inefficiencies due to austerity measures. Media attention often focuses on the negatives, rather than showcasing the bravery of firefighters who risk their lives daily.
While these issues deserve attention, the media’s focus on problems without equal attention to successes creates an incomplete picture. This imbalance can lead to eroding trust and morale for those on the frontlines.
Why Reclaiming the Narrative Matters
Reclaiming the narrative allows public services to take control of their stories, showcase their successes, and foster better relationships with the public. Here’s why it’s vital:
1. Rebuilding Trust and Transparency
By sharing honest and authentic stories, public services can demonstrate accountability while highlighting the positive impact of their work. Videos, social media campaigns, and testimonials can show how public servants are improving lives daily, even amidst challenges.
2. Changing the Conversation
If public services wait for others to tell their story, they risk being defined by isolated incidents or external agendas. Taking a proactive approach ensures the conversation includes the good alongside the bad, creating a more balanced narrative.
3. Boosting Morale and Recruitment
For many in public service, the job is a calling. But when negative perceptions dominate, morale can suffer, and recruitment becomes harder. By celebrating successes, services can remind their teams—and potential recruits—of the difference they make.
4. Fostering Public Support
Public services rely on community trust. Sharing stories about lifesaving rescues, community outreach programs, or innovations in service delivery reminds people why these organizations matter.
Examples of Reclaimed Narratives
Several public service organizations in the UK have successfully turned the tide by reclaiming their stories:
1. West Midlands Fire Service Recruitment Campaign
In 2022, West Midlands Fire Service launched a recruitment campaign featuring videos of diverse firefighters sharing their personal stories. This campaign not only highlighted the service’s inclusivity but also humanized firefighters, reminding the public of their dedication.
2. Greater Manchester Police’s Social Media Outreach
After high-profile criticism, Greater Manchester Police turned to social media to rebuild trust. Through Twitter, they began sharing daily updates on crime prevention efforts, officer achievements, and community partnerships. This approach gave the public a more personal and positive view of their work.
3. The NHS “We Are the NHS” Campaign
The NHS consistently leverages video and storytelling to highlight its workforce’s compassion and resilience. The “We Are the NHS” campaign, launched in 2020, focused on the personal experiences of NHS workers, countering negative press about waiting times and funding with stories of hope and heroism.
How Public Services Can Reclaim Their Narrative
1. Leverage Video Storytelling
Video is one of the most powerful tools for humanizing public services. Recruitment campaigns, behind-the-scenes looks, and real-life stories resonate far more than press releases.
2. Own Social Media Platforms
By taking control of their social media presence, public services can directly engage with their communities, share successes, and respond to criticism constructively.
3. Highlight Positive Impact
Every public service has countless stories of lives saved, crises averted, and communities supported. Sharing these stories regularly helps balance public perception.
4. Collaborate with Partners
Public services can work with businesses, charities, and influencers to amplify their stories and reach wider audiences.
Final Thoughts
Reclaiming the narrative is about more than just improving perceptions; it’s about reminding the public—and the people within these services—of the value they provide. With a proactive approach to storytelling, public services in the UK can rebuild trust, strengthen morale, and ensure they’re seen not as institutions in crisis, but as essential pillars of society.
It’s time to own the narrative—because no one else can tell your story better than you.