By David Cumpston, Associate Vice President, Consumer + Lifestyle
Public relations is a powerful tool to help generate interest and visibility. For marketing professionals in senior living, a well-executed PR campaign can not only help build credibility and establish trust in today’s competitive environment, but it can also engage prospective residents and their families.
Through our work with senior living and life plan communities, we have learned a thing or two about effective storytelling when working with seniors and their families. For instance, a news story about a real-life Rosie the Riveter started with a segment on the local CBS affiliate in Los Angeles and was so compelling that it was picked up by CBS News in New York and shared with audiences across the country. It takes an intentional effort to identify and cultivate these types of breakout stories from residents in independent and assisted living communities.
Although the way in which the world tells stories and communicates today is par for the course for many tech-savvy kids and adults alike, people over 65 years old were raised in a different era and thus may have their own ways of doing things.
Want to establish an effective media relations campaign for your community(ies) that generates awareness and helps drive new prospect leads? Here are a few tips for success.
Adapting to Changes in Information Delivery
According to a recent article in MedCity News, when it comes to senior care, “it’s not just about exchanging words; it’s about creating a nurturing, compassionate and supportive environment for residents and the loved ones who visit them.”
This includes how they receive and digest news and information. Before the proliferation of the Internet Age, news was disseminated at certain times of the day via radio, newspapers and nightly television newscasts.
To create messages that truly connect with your intended audiences, it’s important to keep generational differences in media consumption and communication styles in mind. Below, we outline three PR strategies designed to effectively engage seniors and highlight the wealth of touching stories that helped make them who they are.
1. The “Keep It Simple” Principle
“Keep it simple.” Use easy-to-understand language when interacting with seniors and when sharing their stories with the media.
- Avoid medical jargon: use plain language that is easy to understand.
- Give your undivided attention: let people finish their thoughts before asking clarifying questions to ensure understanding.
- Utilize written instructions or visual cues: photos or other small mementos can help illustrate details, especially with those experiencing cognitive impairment.
2. Storytelling is King
Once you’ve identified an interviewee(s) and have laid the groundwork for a productive conversation with them, it’s time to dive in:
- Asking the right questions is a great way to keep a conversation going as they open space for seniors to reminisce about “the good ol’ days.”
“Tell me about your best friends growing up,” or “What advice do you have for people seeking the most out of life as they age?,” are examples of questions that would elicit positive memories or wisdom. - Be aware of cultural and generational differences and adapt communication accordingly. Be sure your story subject knows that you hear them and that their point of view matters. For instance, they may not believe that the media would be interested in their story and need encouragement or they may believe the media will want to hear a lot of history and detail, so expectations need to be managed gently upfront.
- Once a strong story angle has been identified and thought out, it’s time to pitch it to a news outlet that reaches your target demographic. If your story is time sensitive, be aware that breaking news may compete with reporters’ attention and newsrooms may not have the staff or the newscast space to tell the story immediately. On the flip side, many stories can be pitched as evergreen ideas that a reporter can cover when they have a news hole to fill.
3. Patience
The expression, “Rome wasn’t built in a day,” can be applied to these efforts as it can take time—and a little patience—to get the information you’re seeking.
- When interviewing seniors, keep the conversations focused on one topic at a time and avoid asking multiple questions in a row.
- While it can be helpful to slow down your speech and increase your volume for those with trouble hearing or processing language, be conscious of not sounding patronizing.
- Be an active listener. Do not plan your response or follow-up questions as residents speak and try not to finish their sentences for them. Although we may think we know what they are going to say, you never know what might come from a conversation with a senior! And if you listen closely, you might discover more color for a successful, compelling pitch to media.
When brainstorming potential story ideas and highlighting those that make your senior living community unique, understand that the process to uncover the details will vary depending upon who is delivering them—the interviewee. Come prepared with an open mind and an understanding that the storytelling journey doesn’t always follow a straight line.
Senior living communities are story-rich environments. Sharing those special moments with others is an excellent strategy for inspiring future residents while instilling pride and joy among residents who have so much to offer through their stories!
Author David Cumpston is Associate Vice President, Consumer & Lifestyle, at (W)right On Communications. We’re here to help elevate your brand and take your PR prowess to the next level. Call us at (858) 886-7900 or email info@wrightoncomm.com.
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