how senior living communities can use good public relations to drive more move-ins
DESCRIPTION
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 [email protected].TRANSCRIPT
How Senior Living
Communities Can Use Good
PR to Drive More
Move-Ins
Janis R. Ehlers The Ehlers Group
Robert WalkerRetirementHomes.com
o Influences people in their decision making process
o Third party endorsemento Unpaid endorsement vs. paid advertisement
Defining Public Relations
Public Relations Effectiveness
o Greater retention than advertising
o Creates buzzo Far reaching effectso Long lasting effects
o Can’t be controlledo Not on your timetableo Results can’t be guaranteedo Difficult to measure in regards to saleso Requires an allocation of time to pursue
Disadvantages of Public Relations
Public Relations to the Marketing Mix
o Most effective when combined with other strategies
o Be realistic as to what public relations will accomplish
Buzz Techniques
o Create a strategyo Timetableo Determine goalso Determine your
messageso Strategize the
messages to the media
o Determine what potential stories you would like to appear in the newspaper
o What makes them interesting?o Strong visuals o Unique and differento Separate your community from otherso Similarities of your community to others
Have a Nose for News
o There are many resources to take a storyo 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
o Out of town w/local coverage-Metro o Local TV & Radio o Weekly community newspaperso Business newspaperso Industry trade publications & newsletterso Online publicationso Social media bloggers
Determine the Right Reporters & the Media
Opportunities for Publicity
o Community oriented news
o Corporate-company news
o Crisis related issues
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 & childreno Ambassadors as spokespersons
Community Public Relations
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
Crisis Public Relations
o Something bad is covered by the newso Be prepared for bad news situations
A Pitch vs. a Press Release
o Interest the media- they write the articleo Provide a press release- they use the informationPress Release
o Use inverted pyramid who/what/where/why/how
o Factual o Quote one persono Provide a picture
Pitch & Media Inquiryo Relevant information to be
of interesto Provide resources for
further informationo Tell them in a way that wets
their appetite
Advertorials
o In exchange for advertising; news is usedo Advice columns
National Trade Media
o Industry trade publications
o Pitch writers and editors
o Timetable consideration
o Worth merchandising
Press Kit
o Useo Components• Background/fact sheet• Spokesperson bio &
photography• Photography on disc• ALF glossary of terms• Statement of philosophy• Recent press releases• Recent reprints
Community Spokesperson
o Designated person who talks to reporters
o Credible and comfortable
o Available for media inquiries
o Interview etiquetteo Bio & photo
o Very effect toolo 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
o Open to the public more effectiveo Pre event publicityo Post event publicityo 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
Potential Articles 1. Announce community launch2. Announce key consultants (architect, interior
designer)3. Announce key staff (director of sales,
executive director4. Announce sales center opening5. Announce community’s ground breaking6. Special events
New Community-Public Relations
1. Event publicity (pre and post event)2. Newsworthy community residents 3. Trendsetting news 4. Letter to the editor5.Awards and recognition 6.Continuing education & certificates of recognition7. Philanthropy efforts
Existing Community-Public Relations
o Vow renewal tied to Valentine’s Dayo Community Service & residentso Scholarships to employeeso New equipment being installed
PR Successes
o Residents who are not cooperativeo Outing to local restaurantso Interesting speaker for an event-no photo
opportunityo Repetitive event(s) or not uniqueo Cute event without a strong hooko Community’s chefo Community is too expensive
PR Challenges
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
o Designated spokespersono Plan responses in advance to reporters’
questionso Plan how press inquiries are handledo Establish a chain of commando Procedures to handle a reporter who comes
to the communityo Photo releases for residentso Maintain log of press inquiries
Media Policies
o Put press on invitation listso If there is a marketing audit-audit media tooo Read your local paperso Attend events and try to meet reporterso Know deadlineso Be accurate and use spell checko Be sure to always say thank youo Strive for simplicityo Send notes to reporters if you like their article
Tips of the trade
o Don’t go to their office o Don’t think advertising will buy PRo Don’t exaggerateo Don’t mislead - be accurateo Avoid expressions “unique” and “luxury”o Don’t ask to read their article in advance of
publicationo If you are misquoted; don’t ask for a retractiono Off the record is really on the record
Press Don’ts
o Person(s) need to justify their existenceo Agency-you aren’t their only accounto In-house-they may wear different hatso Comfortable approaching the mediao Interview and ask about their successes o Understanding of senior housing is helpfulo Have realistic expectations
Agencies vs. Consultants vs. In house
Questions or Comments
Janis R. [email protected]
Robert [email protected] more: YouTube.com/RetirementHomes.com