Summary

In this episode, Jerry Vinci and Angelica Flynn discuss the public relations challenges facing the senior living industry, including outdated perceptions and the importance of strategic communication. They explore the role of earned media versus paid media, the significance of storytelling, and how to effectively manage crises. The conversation highlights the need for communities to shift their narratives, engage with their audiences, and prepare for potential crises while emphasizing the evolving landscape of media consumption and the importance of language in shaping public perception.

Learn More:

• Connect with Angelica Flynn
• Learn more about AKCG Public Relations Counselors
• Connect with AKCG on LinkedIn
• Connect with AKCG on Facebook
• Connect with AKCG on Instagram

Takeaways

• Senior living has a PR problem due to outdated perceptions.
• Public relations is a crucial part of the marketing mix.
• Many people still equate senior living with nursing homes.
• Earned media provides third-party validation that paid media cannot.
• Media is hungry for positive, human-interest stories.
• Crisis communication plans should be regularly updated and practiced.
• Communities need to communicate effectively with various stakeholders during a crisis.
• Negative reviews can be managed through thoughtful responses.
• Positioning senior living as a lifestyle choice is essential for attracting younger seniors.
• Language plays a significant role in shaping public perception of senior living.

Chapters

00:00 The PR Challenge in Senior Living

02:04 Understanding Public Relations in Senior Living

03:18 How Strategic PR Supports Growth

06:24 How Earned Media Compliment Paid Efforts?

09:14 Angelica's Journey into PR

12:33 What Stories Does the Media Want to Cover?

19:17 Measuring the Impact of PR

24:10 Crisis Communication Preparedness

27:15 Understanding Crisis Beyond Major Events

29:42 Proactive PR in Crisis Management

33:23 Managing Negative Reviews

36:10 Changing Perceptions of Senior Living

40:02 Language and Identity in Senior Living

44:22 Future PR Challenges in Senior Living