In the Netherlands there are on average much more part-time workers than in other Western European countries. In the healthcare sector it has even become the norm, especially for women. If these women were to work a few more hours a week, this could theoretically be a solution to counter the growing labor shortages. In addition, it contributes to the economic independence of women. The only question is: what stops them from working more and how do we remove these barriers? Research into this has never been done before. Stichting Het Potentieel Pakken did, with the result being the report: “Taking the Potential in Healthcare – The Opportunities for Larger Part-Time Jobs”, packed with interesting insights. But how can these insights be shared with the outside world in order to create awareness? De Wolven is instructed to get this done.
Approach: focus on one newsworthy aspect The pitfall with many interesting insights is that you often want to share them all. There is a chance that the message will become diffuse and the press will then draw their own conclusion (perhaps a conclusion that you do not want to bring across). Our strategy was therefore to select an insight that immediately underlines in a positive way the mission of the foundation: “Quarter of healthcare workers wants to work more” (this is where the potential lies that the foundation wants to make better use of). The press release and the report were shared with a select number of media before publication. This allowed room to prepare large pieces and interviews. Along with the research results, personal stories were also shared, so that media could make the story from different angles. From care staff to care institutions that had participated in the study and of course the initiator of the study played an important role.
The results: from radio to TV That the strategy worked is evident from the media results: from national media to professional media and from TV to radio, they all paid attention to the report. A small selection: Linda News, NOS, Skipr, Eva Jinek, Kassa, Radio 1, NRC, Financieele Dagblad, de Volkskrant, RTLZ, Arts & Auto and Hart van Nederland.
Marre de Visser, senior PR advisor
“It came as no surprise, that the subject is mediagenic. As it is often thought that women do not want to work more hours, this report proved the opposite, so media was feasting on it. For us, the challenge was to convey a nuanced message; create room to tell a full story. To achieve this, we have had close contact with journalists and with success! The story of the foundation was already very powerful, all we had to do was tell it. And with such a compelling message, it was even more fun to do. “