Thes slides are from the webinar presented by RetirementHomes.com on May 21, 'How senior living communities can use good PR to drive more move-ins.' This presentation offered hands-on public relations tips for senior living professionals. This webinar was hosted by Robert Walker of RetirementHomes.com and led by Janis Ehlers of The Ehlers Group. To find out more about our free monthly webinar series, e-mail Robert Walker at robert@retirementhomes.com.

1. How Senior Living
Communities Can
Use Good PR to
Drive More
Move-Ins
Janis R. Ehlers
The Ehlers Group
Robert Walker
RetirementHomes.com

2. o Influences people in their decision making process
o Third party endorsement
o Unpaid endorsement vs. paid advertisement
Defining Public Relations

3. Public Relations Effectiveness
o Greater retention than
advertising
o Creates buzz
o Far reaching effects
o Long lasting effects

4. o Can’t be controlled
o Not on your timetable
o Results can’t be guaranteed
o Difficult to measure in regards to sales
o Requires an allocation of time to pursue
Disadvantages of Public Relations

5. Public Relations to the Marketing Mix
o Most effective when
combined with other
strategies
o Be realistic as to what
public relations will
accomplish

6. Buzz Techniques
o Create a strategy
o Timetable
o Determine goals
o Determine your messages
o Strategize the messages
to the media

7. o Determine what potential stories you would like to
appear in the newspaper
o What makes them interesting?
o Strong visuals
o Unique and different
o Separate your community from others
o Similarities of your community to others
Have a Nose for News

8. o There are many resources to take a story
o Read the publication-watch TV News-listen to the radio
o Local Newspapers
• Business
• Local News
• Lifestyle
• Sports
• Columnists-Bloggers
• On line editions
Determine the Right Reporters & the
Media

9. o Out of town w/local coverage-Metro
o Local TV & Radio
o Weekly community newspapers
o Business newspapers
o Industry trade publications & newsletters
o Online publications
o Social media bloggers
Determine the Right Reporters & the
Media

10. Opportunities for Publicity
o Community oriented
news
o Corporate-company news
o Crisis related issues

11. o Bring attention to the community in a positive light
• Milestones & events
• Residents of interest
• Residents’ contributions
• Piggy back on national events & holidays
o Practices others can adopt from your community’s best
practices
o Hooks with pets & children
o Ambassadors as spokespersons
Community Public Relations

12. o The business side of the community
• Personnel Announcements –New Hires & Promotions
• Acquisitions-Expansions-Renovations
• New Community
• Contracts with Subcontractors
• Personnel profiles
• Financial successes
• The Business of Senior Housing
• Awards & Recognition
• Speaking Appearances
Corporate –Company Public
Relations

13. Crisis Public Relations
o Something bad is covered by the news
o Be prepared for bad news situations

14. A Pitch vs. a Press Release
o Interest the media- they write the article
o Provide a press release- they use the information
Press Release
o Use inverted pyramid
who/what/where/why/how
o Factual
o Quote one person
o Provide a picture
Pitch & Media Inquiry
o Relevant information to be of
interest
o Provide resources for further
information
o Tell them in a way that wets their
appetite

15. Advertorials
o In exchange for advertising; news is used
o Advice columns

16. National Trade Media
o Industry trade
publications
o Pitch writers and editors
o Timetable consideration
o Worth merchandising

17. Press Kit
o Use
o Components
• Background/fact sheet
• Spokesperson bio &
photography
• Photography on disc
• ALF glossary of terms
• Statement of philosophy
• Recent press releases
• Recent reprints

18. Community Spokesperson
o Designated person who
talks to reporters
o Credible and comfortable
o Available for media
inquiries
o Interview etiquette
o Bio & photo

19. o Very effect tool
o Using Facebook
• Frequent posts
• Compelling content w/strategy
• Use photos w/content
o Blogs
• Post regularly
• Compelling and informative
• Keeps website updated
• Resource for press releases
Social Media & Public Relations

20. o Open to the public more effective
o Pre event publicity
o Post event publicity
o Pre event
• Community calendars
• Article(s) about the event
• Public service announcements
o Post event
• Recap event w/pictures
• Reporter covers the event and writes an article
o Tip—have guests sign photo use permission when they come to
the event
o Have a professional photographer take pictures/get
identification
Events and Public Relations

21. Potential Articles
1. Announce community launch
2. Announce key consultants (architect, interior designer)
3. Announce key staff (director of sales, executive director
4. Announce sales center opening
5. Announce community’s ground breaking
6. Special events
New Community-Public Relations

22. 1. Event publicity (pre and post event)
2. Newsworthy community residents
3. Trendsetting news
4. Letter to the editor
5.Awards and recognition
6.Continuing education & certificates of recognition
7. Philanthropy efforts
Existing Community-Public Relations

23. o Vow renewal tied to Valentine’s Day
o Community Service & residents
o Scholarships to employees
o New equipment being installed
PR Successes

24. o Residents who are not cooperative
o Outing to local restaurants
o Interesting speaker for an event-no photo
opportunity
o Repetitive event(s) or not unique
o Cute event without a strong hook
o Community’s chef
o Community is too expensive
PR Challenges

25. o Toot your horn
• Send copies of an article to residents
• Send copies to database
• Use reprints as handouts
• Put on website’s newsroom
• Post on Facebook
• Post on LinkedIn
• Frame it-hang it
• Provide residents copies for families
Maximize PR

26. o Designated spokesperson
o Plan responses in advance to reporters’ questions
o Plan how press inquiries are handled
o Establish a chain of command
o Procedures to handle a reporter who comes to the
community
o Photo releases for residents
o Maintain log of press inquiries
Media Policies

27. o Put press on invitation lists
o If there is a marketing audit-audit media too
o Read your local papers
o Attend events and try to meet reporters
o Know deadlines
o Be accurate and use spell check
o Be sure to always say thank you
o Strive for simplicity
o Send notes to reporters if you like their article
Tips of the trade

28. o Don’t go to their office
o Don’t think advertising will buy PR
o Don’t exaggerate
o Don’t mislead - be accurate
o Avoid expressions “unique” and “luxury”
o Don’t ask to read their article in advance of publication
o If you are misquoted; don’t ask for a retraction
o Off the record is really on the record
Press Don’ts

29. o Person(s) need to justify their existence
o Agency-you aren’t their only account
o In-house-they may wear different hats
o Comfortable approaching the media
o Interview and ask about their successes
o Understanding of senior housing is helpful
o Have realistic expectations
Agencies vs. Consultants vs. In house

30. Questions or Comments
Janis R. Ehlers
954-726-9228
Janis@TheEhlersGroup.com
www.TheEhlersGroup.com
Robert Walker
RetirementHomes.com
robert@RetirementHomes.com
See more: YouTube.com/RetirementHomes.com