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
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