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