Making anchor work visible: The power of good communications
In a recent HALN peer learning session for anchor network coordinators, we asked the group: what are the skills and functions you’ve had to develop or bring in to successfully support the work of your network?
The answer? Comms!
It’s an easy area to overlook, but absolutely essential for keeping anchor work alive - whether within your own organisation or across a wider network.
Whether you’re coordinating a network, or leading anchor work internally, one of the biggest challenges is securing ongoing “whole-organisation” buy-in and prioritisation. This is true for any programme, but particularly for anchor work, which can sometimes be seen as something additional to the core purpose of an organisation.
Without ongoing buy-in, progress on the opportunities you’ve identified for anchor impact risks stalling. Anchor initiatives tail off, networks go quiet, or - worst case - they become talking shops with no real routes to impact.
Internal and external communications matter
Good communications help avoid that. They keep staff, leaders, and partners engaged, informed, and motivated. They make the purpose of anchor work clear, show the difference it’s making in the community, and remind everyone why it matters:
Internal comms make sure staff understand how their roles contribute to anchor goals, and give leaders a visible way to champion the work. They also create feedback loops so people can see how their input shapes outcomes.
External comms help communities, partners, and local businesses understand the purpose and impact of anchor initiatives, and encourage collaboration and participation.
Building a brand
Good comms is not just about newsletters or social media - simple, consistent, and tailored messaging can be just as powerful. Many successful anchor initiatives are supported by a strong, recognisable brand - one that speaks to the purpose of the work and is easy to communicate. And this doesn’t even need to include the word “anchor”.
Northumbria Healthcare Foundation Trust for example, has badged all of its anchor work under the banner “Our Community Promise”. This speaks clearly to the purpose of anchor work and is a more compelling and accessible way of communicating with external partners and the wider public around their anchor priorities.
Making it visual
Adding visual flair can also go a long way. For those without a graphic designer on hand, resources like Public Health Scotland’s free NHS anchor design assets can help NHS anchors bring comms campaigns to life through bespoke graphics. In Northumbria, the Our Community Promise brand has a range of graphics identifying and connecting different anchor workstreams back to the overall brand helping people connect the dots between projects and see the bigger picture.
Telling the story of impact
Stories are powerful. Case studies, short videos, quotes, or blogs bring anchor initiatives to life, showing not just what has been achieved but how and why it matters. Storytelling makes abstract concepts tangible, builds credibility, and motivates others to get involved.
Impact reports - like these fantastic examples from Leeds , Suffolk and North East Essex ICS, and London - are a great way of bringing these stories together and communicating them more widely… but they are only as effective as the comms campaigns that accompany their publication!
Accreditation and formal recognition
Accreditation can also be a powerful tool for communicating both the maturity and impact of your anchor work. Whether it’s a local or national framework, being able to say “we meet these standards” sends a clear signal internally and externally. Northumbria Healthcare NHS Foundation Trust, for example, became the first health body in the UK to receive gold accreditation for social responsibility from CSR Accreditation (a global social responsibility accreditor) and the Trust uses this as part of their ongoing comms telling the story of their work.
Principles of effective communications
To be effective, anchor communications should be:
Clear – avoid jargon; make messages relatable.
Consistent – align messaging across teams, projects, and channels.
Transparent – share both wins and learning points.
Tailored – adapt messages for staff, communities, partners, and policymakers.
And finally, where possible they need to be resourced!
Where to start
If you’re leading anchor work, take a moment to audit how you communicate. Could your initiatives benefit from a clear banner, stronger visuals, or more storytelling? Are you engaging both staff and external partners in ways that make your anchor impact visible and compelling?
Good communications aren’t just about sharing information - they’re the bridge that turns anchor ambition into action. Without it, even the best ideas and plans risk getting lost in the noise.
Want to take your comms to the next level and have your anchor work shared nationally via the HALN network? If so, we’d love to hear from you! We welcome submissions of examples of anchor practice from across the UK. To submit, please complete this form.
Thumbnail image credit: Public Health Scotland