In our last blog, we talked about the model ICB blueprint as an opportunity, not just a restructure. A shift towards more inclusive, evidence-informed commissioning, where public involvement is core, not a bolt-on.

But let’s be honest, how we do involvement matters just as much as whether it’s mentioned in a strategy.

Because despite all the positive intent, many of us still find ourselves stuck in a cycle of reactive, last-minute PPIE. Projects land, deadlines loom, and we scramble to involve people quickly, often when decisions are already halfway made.

That’s not what the blueprint is asking for. And it’s not what communities deserve.

What does proactive public involvement look like?

Proactive PPIE is planned, embedded, and resourced from the outset. It means:

• engaging early, when there’s still time to shape the direction of travel
• working through trusted local organisations who understand their communities
• building long-term relationships, not just one-off feedback loops
• linking with local priorities and context, not parachuting in from the centre

The blueprint talks aout public involvement informing forecasting, modelling, and commissioning decisions. That’s only possible if we treat involvement as a core part of planning and not an add-on when everything else is done.

Place matters

To make this real, ICBs need to look beyond structures and towards place-based relationships.

Local authorities and VCSE partners are already embedded in their communities. They hold valuable insight, history, and trust. But they’re not just channels, they’re collaborators.

Place-based PPIE isn’t about outsourcing involvement. It’s about investing in shared capacity, building confidence in local systems, and understanding that one size won’t fit all.

The needs, assets, and inequalities in one place won’t be the same as the next. So we need to stop treating “engagement” as a single campaign or fixed toolkit, and start building flexible, responsive partnerships that last.

The risk if we don’t

If we stay stuck in reactive mode, we’ll miss the very opportunity this blueprint offers. And let’s be honest, it’s happening too often:

• Public reference groups being asked for views after decisions have been made
• Comms teams told to “explain the changes” without any time to shape the story
• Communities asked for feedback on models they had no role in designing

That’s not involvement, it’s damage control. And the public knows the difference.

What needs to change?

We need to move from “how do we involve people in this project” to “how do we build a system where involvement is always happening”.

That means:

• embedding PPIE roles in strategic planning teams, not just engagement departments
• creating rolling insight programmes that track how people’s experiences are changing
• investing in local networks who can support involvement across services, not just in silos
• training clinical, commissioning, and digital leads to understand how to co-design

And yes, linking all this to strategic communications that keep people informed, involved, and part of the journey. Because if we don’t explain what’s changing and why, trust erodes and fast.

A final thought

The model ICB blueprint gives us a platform. But it’s what we build on it that matters.

Let’s use this moment to finally shift from reactive involvement to something more ambitious, planned, proactive, people-centred, and place-rooted.

Because better decisions start with better conversations. And those conversations need to start early, happen often, and include the people whose lives they’re meant to improve.

And if you’re thinking about how to embed meaningful PPIE in your organisation, we’d love to help.
Get in touch with the team at Stand for a conversation about what proactive, planned involvement could look like in your system.

Blog by: Caroline Latta