Outwrite’s managing director Tracy North is set to deliver a bespoke media training session at one of the UK’s largest care industry conferences.

Tracy is one of a selected number of speakers invited to the Annual Care Conference for Wales.

The event, which is in its 13th year, is a national gathering of care professionals to address the challenges being faced by the long-term care sector in Wales.

Tracy will cover the ways care companies and brands can engage proactively with the media to help meet business objectives such as recruitment.

She will explain why it is a good idea for organisations in the care sector to have a process to deal with the media in the event of a negative issue or crisis.

Her session will also include tips on setting up a basic crisis communications process internally, as well as how to draft a media holding statement..

The conference, held at Cardiff City Football Club, will also involve a Q & A with care industry experts, a business exhibition and a talk on cyber security from Barclays Bank.

Tracy said: “Issues surrounding care are never far from the headlines. The public profile of this sector is only going to increase, as customer demand grows and funding and staffing issues persist.

“There is no need for care organisations to shy away from engagement with the media on a day-to-day basis. Indeed, an existing relationship with the media can be useful if you find yourself having to engage because of a crisis in your organisation.”

Tracy is a regular commentator in the media on business issues in Wales.

In 2017 so far, she has discussed the need for improvements to North Wales’ A55 on BBC Radio Wales, and been interviewed on ITV Wales about the effect of devolution on business.

She also writes a monthly guest column in the Daily Post’s business section.

She founded Outwrite in 1994, and has overseen the evolution of the firm into an award-winning digital agency.

Its clients include the Wales Air AmbulanceWynne Construction, Mold-based chemicals firm Synthite, and engineering, planning and environmental specialists Caulmert.