Sunrise Senior Living UK and Gracewell Healthcare

Services provided

Public and Media Relations

Client Name

Sunrise Senior Living UK and Gracewell Healthcare

Sunrise Senior Living UK and Gracewell Healthcare deliver high-end residential care, assisted living, nursing and dementia care services. PLMR has been working with Sunrise Senior Living UK as their retained communications consultancy since 2012, and with Gracewell since 2015 when it was acquired. PLMR Birmingham provides a full media management service for the UK operation, as well as digital and social media marketing. 


PLMR Birmingham works with the client daily to raise both care providers’ profiles and promote their key messages across social media platforms, blogs, to specialist trade media and national print, online, and broadcast outlets.

PLMR Birmingham works with all care homes to promote events, initiatives and campaigns with their local media, as well as showcasing these events on social media. We also devise and execute media plans around national campaigns and initiatives.

Our team also drafts and submits award entries and works with the senior leadership team, including the UK CEO, Head of Nutrition and Hydration and Director of Memory Care, to pitch thought leadership articles and commentary.


PLMR Birmingham delivers hundreds of pieces of coverage every year and has built excellent relationships with key stakeholders. As a result of our work, Sunrise and Gracewell have recorded noticeable increases in footfall and customer enquiries, maintaining strong occupancy levels.

More and more journalists are recognising the work of Sunrise and Gracewell, leading to an increase in media enquiries. PLMR Birmingham’s award entries have also resulted in success for Sunrise and Gracewell.

In 2019, Sunrise and Gracewell were shortlisted for seven national awards. Sunrise won the Learning and Training Award at the National Association for Safety and Health in Care Services Awards as well as Best Care Team at the National Care Awards.