With more than a decade of experience in public sector communications, primarily across the NHS and healthcare sector, Holly Lawlor is Head of Communications at Pennine GP Alliance (PGPA).
She leads the organisation’s internal and external communications, with a focus on strengthening PGPA’s profile, engaging its staff, members, patients and partners, and communicating the value of general practice working together across Calderdale.
Holly joined PGPA in 2023 and has played a key role in developing and modernising its communications function as the organisation has grown and evolved. Her work spans strategic communications, brand development, digital communications, campaigns, stakeholder engagement, media relations, events and internal communications, bringing these strands together to create a clearer and more consistent voice for PGPA.
A significant part of Holly’s role has been helping PGPA build its identity and reputation beyond its member practices. This has included leading the organisation’s brand refresh, developing its digital and social media presence, strengthening stakeholder communications and increasing PGPA’s profile. Since 2023, PGPA’s LinkedIn presence has grown significantly, while its staff and stakeholder communications have become an established part of how the organisation shares its work, celebrates its people and demonstrates its impact.
Holly also plays an important role in communicating PGPA’s evolving role within Calderdale. As PGPA develops its neighbourhood approach and works across organisational boundaries, she helps translate complex programmes, services and system developments into clear and accessible messages for different audiences. Her work focuses on showing how collaboration across general practice, community services and wider partners can make a difference to patients and communities.
Holly is passionate about creating a culture where people feel informed, listened to and able to contribute. She has led work to strengthen staff communications and engagement, including developing opportunities for staff voice, experience and involvement in organisational development. As PGPA’s Freedom to Speak Up Guardian, she also supports an open culture where staff can raise concerns and feel heard.
Holly’s approach to communications is strategic but practical, combining a strong understanding of the NHS and primary care with a focus on making communications clear, human and relevant. She believes good communications should not simply tell people what an organisation is doing, but help them understand why it matters and give them opportunities to contribute.
Outside of work, Holly enjoys spending time with her family and making the most of time away from work, believing that maintaining a healthy balance is important to doing her best work.