Supporting patients and staff through winter pressures

As the nights draw in and temperatures drop, the familiar phrase ‘winter pressures’ returns to NHS vocabulary. Hospitals, GP surgeries, community care, and mental health services across the country are preparing for another busy season of heightened demand.

But behind the headlines and the statistics, there’s another group of professionals who play a crucial, sometimes unseen, role in keeping the system running. Communications, marketing and social media teams.

These are the people making sure patients know where to turn, staff are kept informed, and communities remain connected. At Orlo, we work with hundreds of NHS organisations and local authorities, and we see first-hand how powerful clear, compassionate communication can be in times of strain.

So how can NHS comms teams make the biggest impact this winter?

Winter pressures are predictable, if not always preventable. That’s why planning ahead is key. Take time now to:

• Build a content library of ready-to-go assets on key topics like flu, COVID-19, self-care, and when to use NHS 111.
• Develop template responses for common queries and crisis situations.
• Coordinate with system partners, local councils, ambulance trusts, housing associations, so the tone of voice and messaging is consistent.

The aim? To be ready to respond quickly and confidently, whatever winter brings.

Winter communications toolkits from the UK Health Security Agency 2024 and 2025, along with NHS England South East’s work hand in hand, offering a strong foundation for clear, evidence-based communication that helps protect public health and reduce pressure on urgent care.

Both toolkits provide an excellent starting point for winter planning, packed with campaign ideas, example copy, and visual assets that comms teams can draw on. The South East toolkit, for instance, focuses on six key themes:

1. Vaccinations – promoting flu and COVID-19 boosters to protect vulnerable groups.
2. Respiratory illness – including RSV awareness and advice for parents of young children.
3. Cost of living and warm homes – signposting support to help people stay healthy through the colder months.
4. Accessing care wisely – guiding the public to use NHS 111, pharmacies, and other community services.
5. Mental health support – sharing information on local helplines and wellbeing resources.
6. Staff wellbeing – highlighting the importance of supporting healthcare teams under pressure.

While the assets in these toolkits are ready to use, their real strength lies in how they can be adapted and localised. Tailoring messages with regional data, community stories, or insights from frontline teams can make national campaigns feel more personal and relevant. 

This approach ensures that communications remain consistent with national strategy, while still reflecting the unique voice and character of your local NHS organisation.

In today’s connected world, communication isn’t just about broadcasting, it’s about listening.

Monitoring social media conversations with a social listening tool will enable you to understand what people are worried about and where misinformation might spread. This allows you to adjust messaging quickly, offer reassurance, and share trusted information at the moments it’s needed most.

Digital listening also helps comms teams identify local trends, such as rising frustration with GP access or confusion about vaccination sites, so responses can be timely, targeted, and empathetic.

By spotting these patterns early, comms teams can take a more preventative approach, addressing potential issues before they escalate. This is where proactive crisis communication planning becomes invaluable. Having clear escalation routes, pre-approved messaging, and tools in place ensures you can respond quickly and confidently if a situation develops. You can read more about how to manage this effectively in our Crisis Comms blog.

Winter is intense across the NHS, and communications professionals are not exempt from that pressure. From managing crisis updates to keeping social channels running around the clock, the emotional load is real. Looking after your team, and yourself, is essential.

Take time to pause and reflect before responding to challenging situations. When emotions run high or values clash, a moment of reflection can help you communicate calmly, constructively and with empathy. If you’re feeling the strain, chances are your colleagues are too. Creating space to talk openly, even informally, can help to share frustrations, exchange ideas and build team resilience.

When work feels overwhelming, lean on your professional and personal values. Whether guided by Government Communication Service Principles, your organisation’s values, or your own moral compass, having a clear ethical framework helps you stay grounded and maintain perspective under pressure.

And, while switching off may feel impossible at times, it’s vital. Turn off notifications, set clear boundaries and protect your personal time. Rest isn’t a luxury, it’s how you sustain energy and clarity for when you’re needed most.

For more advice on maintaining wellbeing during high-pressure periods, Orlo’s latest blog – How to look after your mental health in times of crisis,  shares practical tips for protecting your mental health when the demands of crisis communication are at their peak.

Supporting comms teams isn’t about removing every pressure, but about creating a culture of understanding, reflection and care. When the people behind the posts are supported, the whole organisation communicates with greater strength, empathy and purpose.

This winter, communications teams will once again be at the heart of the NHS response, helping patients make informed choices, supporting colleagues, and keeping the system connected through every challenge.

At Orlo, we’re proud to stand alongside NHS comms professionals as they deliver messages that truly matter, with clarity, compassion, and impact. When the pressure is on, communication isn’t just part of the job, it’s what keeps the system moving.