Department of Health
National Institute for Health and Care Research (NIHR)
Managing a clear story and communications during change
When policy shifts and funding landscapes change, communications cannot simply be reactive. They need
to be steady, strategic and carefully judged.
Working with the NIHR and UK Department of Health, we supported communications during a period of significant transition. Expectations were high, scrutiny was real, and the implications for researchers, institutions and international partners were substantial.
The challenge was not just to issue messages. It was to balance transparency with sensitivity, reassurance with realism, and political context with practical impact.
We worked across senior stakeholders to:
translate complex policy decisions into accessible language
align policy, delivery and communications teams
prepare clear briefing materials for senior leaders
anticipate difficult questions from researchers, partners and staff
maintain consistent messaging across multiple channels
This required careful judgement. Communications needed to be accurate and measured, without amplifying uncertainty. Messages had to reflect UK government priorities while recognising the concerns of the research community.
By listening closely to policy colleagues, delivery teams and external stakeholders, we shaped communications that were calm, clear and credible.
IMPACT
stronger internal alignment during change
clearer public explanations of funding decisions
improved stakeholder confidence through consistent messaging
communications that supported complex transitions rather than inflamed them
This work reflects the kind of environment North 53 understands well: high-stakes settings where communications is part of leadership, not an afterthought.
