An introduction to our PR for the end-of-life and funeral sector
The one thing that is absolutely certain for every person on earth is that one day they will die. Yet it is something that few people accept easily and a topic that is difficult to talk and write about.
For those who work in the funeral industry or the end-of-life area of the medical profession that means that often what they do is shrouded in mystery and tied up in strong emotions. The thought of public relations playing a part in ensuring people have a good death can, to some, seem inappropriate.
But public relations can play a powerful part in prompting vital end-of-life conversations. It can set the tone for debate and help to educate people so that they can make tough choices for themselves and their loved ones when the time comes.
Empica has been providing public relations support to people in the end-of-life sector for many years. This has involved supporting those in the hospice movement to explain what they do and raise vital funds (70% of hospice funding comes through charitable giving). It has also meant promoting the many types of funerals now available to mark the passing of a loved one.
How can public relations help with end-of-life conversations?
By placing stories into the media; organising events; producing informative videos and setting out the choices available to people Empica public relations prompts those vital end-of-life conversations.
Unlike other products, nobody ever wants to purchase a funeral. When they are in the position of having to make funeral buying choices it also comes at a time when they are upset and emotional and where they feel that decisions must be made quickly. That means some people are left with regrets later. Did the deceased really want a cremation or a burial? What music should have been played at the funeral? Were the right people invited to the ceremony? Where should ashes be scattered? Should there be a religious service or not?
Questions and decisions flow thick and fast when the time comes and knowing some of the answers in advance can be a real benefit to families. Having customers who know what they want and are less stressed by the process, because they have discussed it in advance, is also a huge benefit to those working in the funeral industry.
How new legislation is affecting death and dying conversations?
The debate and vote in the UK parliament in late 2024 on the subject of assisted dying raised the profile of what makes a good death even higher. The decision by MPs voting 330-275 in favour of Kim Leadbeater’s Terminally Ill Adults (End of Life) Bill is only the start of a process that will have a huge impact on those who work in the sector.
It is vital that those in the hospice sector have their voices heard as decisions are made on exactly how assisted dying will be introduced in the UK. It will mean additional tasks have to be taken on by those in funeral homes, hospitals and hospices. There is sure to be paperwork and regulations and having a say on the impact of the decision is vital. By making views known through the media; holding informative events, lobbying politicians , producing white papers and consulting with staff and those who use a service the impact of this major change can be managed.
The sector faces its biggest change in a generation due to the decision and those who make their voices heard will influence how that change is made.
What public relations challenges are faced by funeral directors?
On the surface the role of the funeral director seems little changed over the centuries. Dressed in black, caring for the deceased and transporting them to their final resting place in an oak coffin inside a limousine hearse is the image that immediately springs to mind.
But funerals have changed incredibly in the last decade. Now, instead of a priest and singing of “The Old Rugged Cross” funerals are more likely to feature anecdotes from old friends, mourners in football colours and the playing of Monty Python’s “Always Look on the Bright Side of Life”.
People of faith have their traditions and rituals while an increasing number of people opt for a no-frills direct cremation or direct burial with no service at all. Marking someone’s passing is then an event held without a body present and maybe in the local pub or someone’s home.
These changes mean major public relations challenges for funeral directors. They must signal to the public that they are available to meet their wishes. It means changing the messaging to the public so that they communicate that they can offer the sort of funeral that people want.
The way people buy a funeral has also changed. Traditionally when someone died a family went to the nearest funeral parlour to sit by an oak desk and go through their needs with the funeral director. That meant looking through books of coffins, wreaths, flowers, urns and deciding on vehicles for the funeral cortege.
Now the first instinct for buying anything is to go on to the internet and search for the service required. That means it is the funeral directors that have the most engaging content on their website, strong search optimisation and are easily contactable are the ones who get the business. Empica is skilled at enhancing the online presence of those in the funeral industry to get them noticed in their community.
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PR opportunities for the end-of-life and funeral sector
Empica’s work in the end-of-life sector has included major projects including:
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Supporting will makers and funeral planners to move business online during the Covid-19 pandemic.
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Supporting one of the UKs largest independent operators of crematoria and cemeteries in the UK in launching leading-edge audio visual technology for funerals.
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Creating events for end-of-life discussions for those in the care and hospital sector.
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Promoting fundraising events for hospices.
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Media training of staff at one of the UKs leading direct funeral providers and for a major hospice, honing messages for promotion and around negative incidents.
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Promoting woodland burials and specialist faith burial sites.
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Creating videos showcasing specialist funeral vehicles; end-of-life discussions; dealing with bereavement and explainer videos on the processes surrounding death.
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Content generation for social media and websites in the end-of-life sector, ensuring this is always sensitively handled.
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Community engagement around the creation of new crematoria and cemeteries.
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Managing communications following complaints following vandalism and illegal activities in graveyards and cemeteries.
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Promotion of major fund-raising events for hospice charities.
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Engagement with care home staff around bereavement and end-of-life conversations with service users and their families.
To find out more about how we can support you with your PR and content creation, please get in touch by calling 01275 39 44 00 or emailing contact@empica.com