Summary

In this episode, Jerry Vinci and Wendy D'Alessandro discuss the critical role of public relations in the senior living industry. They explore how PR can enhance marketing efforts, the importance of storytelling in shaping public perception, and the necessity of crisis communication plans. Wendy emphasizes the need for authenticity in PR and how it can help build trust with families and communities. The conversation also touches on the evolving landscape of senior living and the importance of adapting to meet the needs of today's seniors.

Learn More:

• Connect with Wendy D'Alessandro
• Learn more about Lynn Public Relations

Takeaways

• Senior living communities face a marketing problem that requires better storytelling.
• PR is essential for long-term brand building, not just crisis management.
• Effective PR and marketing collaboration can enhance community reputation and occupancy.
• Storytelling can shift public perception and attract potential residents.
• Crisis communication plans are vital for managing unexpected events in senior living.
• Authenticity in PR helps build trust with families and communities.
• Seniors are looking for lifestyle options, not just traditional retirement communities.
• Communities must adapt to the changing needs and preferences of seniors.
• Social media is a powerful tool for engaging with potential residents and families.
• Building relationships and understanding community culture is key to effective PR.

Chapters

00:00 The Marketing Dilemma in Senior Living

02:08 How Wendy Got Her Start in Public Relations

04:31 How PR and Marketing Can Work Together

13:14 How PR Can Reshape Public Perception about Senior Living

17:20 How Marketing Can Integrate PR more Effectively

19:27 What Makes a Great Story for Earned Media Coverage?

21:49 Getting Leadership to See Value in Public Relations

27:31 Crisis Communications Planning

31:09 Repairing Trust After a Crisis

33:01 The Impact of COVID-19 on Senior Living PR

36:43 Handling Negative Online Reviews

40:02 Building Trust with Families

42:42 How PR Helps Proviers Build Trust with Families

45:31 Differentiating Senior Living Communities

48:39 How Providers can Differentiate Themselves in a Saturated Market

52:55 Future Trends in PR for Senior Living

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Jerry Vinci and Angelica Flynn discuss the public relations challenges facing the senior living industry, including outdated perceptions and the importance of strategic communication.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

Summary

In this episode, Jerry Vinci speaks with Dr. Merle Griff, a leading authority on elder care, about innovative approaches to senior care, including adult day health centers and intergenerational programs. They discuss the importance of social engagement for seniors, the challenges faced by family caregivers, and the need for flexible care models that adapt to the evolving needs of older adults. Dr. Griff shares insights from her book, 'Solace in the Storm,' emphasizing the significance of communication and self-care in caregiving.

Learn More:

• Connect with Dr. Merle Griff
• Get your copy of "Solace in the Storm"
• Learn more about SarahCare

Takeaways

• Senior care can be more affordable and less isolating.
• Intergenerational programs benefit both seniors and children.
• Adult Day Health Centers provide structured care, not babysitting.
• Social engagement is crucial for seniors' health and happiness.
• Family caregivers often feel isolated and overwhelmed.
• Listening to seniors' needs is essential for effective care.
• The average age of family caregivers is decreasing.
• Flexibility in care models is necessary for modern aging.
• Communication is key in addressing caregiving challenges.
• Self-care can be integrated into daily routines, even in small ways.

Chapters

00:00 Revolutionizing Senior Care

01:45 Introducing the Amazing Dr. Merle Griff

03:43 Dr. Merle's Journey into Senior Care

05:05 Early Discoveries in Intergenerational Programming

10:37 Understanding Adult Day Health Centers

12:57 Myths About Adult Day Health Centers

14:37 The Benefits of Adult Day Centers

17:32 Studio 55 - Innovations in Active Aging

22:55 Understanding the Rise of Dementia and Strokes

28:51 The Evolving Role of Family Caregivers

32:06 Navigating the Grieving Process in Caregiving

34:18 Integrating Services for Better Senior Living

36:41 Developing a More Flexible Personalized Care Model

38:17 Embracing Change in Senior Care Models

40:52 Key Takeaways from 'Solace in the Storm'

46:16 Keeping in Touch with Dr. Merle