Flying the Flag for the Royal Hospital, Chelsea
By James Knight.
If you are in the area of Chelsea and Sloane Square you will know the familiar sight of the Chelsea Pensioners in their bright scarlet uniforms. If see them I always speak to them, they really like taking to the public, with interesting stories.
The Pensioners live at The Royal Hospital, which is over 300 years old. During the reign of Charles II the king engaged one of Britain's greatest architects and designs, Sir Christopher Wren, in a fanfare of publicity.
During the First and Second World Wars PR played a big part in the public's awareness of the Chelsea Hospital via the national press and later by radio and newsreels.
Covid PR
During the pandemic there has been concern about the pensioners catching the awful virus. Covid has resulted in 10 deaths among the veterans, with the story was reported by Jonathan Beale reported at the BBC, who raised the public awareness, casting a tragic shadow over The Royal Hospital.
The BBC was involved in keeping the public informed of the situation while the Hospital was rightly closed to the public; being a member I received PR up-dates at a regular intervals, which were very informative.
Just before 2020 Christmas they had an early Christmas present with veterans getting the jab.
D-Day veteran Bob Sullivan, 98, said: “Getting vaccinated against coronavirus is the best early Christmas gift we could hope for and thanks to our nursing team who put a real spring in our step as we head into our locked down Christmas.”
Pippa Nightingale of Chelsea Westminster Hospital who carried out the injections, Ms Nightingale said: "They fought to protect us now we can return the favour and help protect them from Covid". Sir Adrian Bradshaw, Governor of The Royal Hospital, said: “The vaccination marks a new chapter in the hospital battle with Cornoavirus”.
Chelsea Flower Show, Worldwide PR
Great PR for the Royal Hospital is The Chelsea Flower Show, which is held since 1913 in the Hospital grounds. The Hospital finds the PR generated also has a spin-off as the Pensioners also get involved in their allotments. It is great PR for the Hospital, especially with the Autumn Show, worldwide TV coverage.
The Pensioners do a lot of work in the community putting the message across and Chelsea residents recognise the Royal Hospital in the Chelsea week of art and events.
Nearly 400 years of PR, and messages have changed from the King’s word, to newspapers to multimedia. One thing is sure The Royal Hospital PR is a mark of honour for all the Pensioners.
Professor James Knight is an international businessman, public relations practitioners and academic. He was Fellow of Bournemouth University Public Relations School, guest speaker at Judge Cambridge, Surrey, Bath and Reading, International Mentor for Oxford Brookes on Hospitality. He is a Fellow of CIPR and the Society of Public Relations of America, as well as a fellow of the Institute of Directors.