Back in the day, The King’s Fund was just another dewy-eyed health and social care think tank. Some people would say it still is. The point is that it is now worthy of comment. Since 2005 it has become increasingly influential. This is due to large extent on its communications focus on online interaction with its audiences. I worked on web project management which included:
- a redevelopment of the website
- a subsequent refreshment of the homepage in the existing template
- email marketing
- a campaign microsite with partner organisations
- the creation of online networks.
With time-poor audiences, the challenge is more to not over-communicate, especially by email, because this is worse than not communicating at all; instead, achieving a balance. This win-win situation for communicators and communicated-with is only possible when addressing targeted audience groups, which I was able to do most of the time. This was all done in a fairly high pressure environment with new deadlines being thrown in from day to day. Just as well there are always highly-trained medics on hand, pacing the corridors of its venerable building.
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