When considering which tactics support the strongest marketing strategy for senior living communities, many marketers rightfully tend to think first of their website content and functionality. Then they may consider their overall digital presence: SEO, paid search, social media channels, marketing automation and email tactics. Of course, they can’t forget a strong event and direct mail program. These are all absolutely essential pieces of the puzzle. But one of the most powerful tools for building credibility, increasing visibility and shaping public perception often doesn’t receive the attention it deserves.
That tool, you ask? Public relations.
At its core, public relations (PR) isn’t about getting your community’s name in an online outlet or printed publication. It’s about earning trust through authentic storytelling and establishing your organization as a valued voice in conversations about aging, wellness and the future of senior living. In an industry built on relationships, this kind of credibility matters.
The need for trust carries over into how online searchers are finding you, as well. PR and SEO go hand in hand because emerging AI-driven search captures the mention of your brand in these online news sources to summarize and recommend retirement living options to seniors and families.
What Is Earned Media?
Unlike advertising, which guarantees placement because you’ve paid for the space, PR focuses on earned media. This is coverage that a journalist, news outlet or publication chooses to produce because they believe the story is relevant and valuable to their audience.
That distinction is important. When a newspaper profiles your innovative memory care program, a local television station interviews one of your clinical leaders, or a business journal quotes your CEO about trends in aging services, those stories often carry greater weight than traditional advertising because they come from an independent source. Readers naturally perceive earned media as more objective and trustworthy.
Angell Marketing’s Approach to PR
In an attention economy defined by lots of noise, Angell understands the importance of earned media for senior living communities. Our public relations efforts involve pitching relevant stories to local media and industry outlets to introduce or advance your brand.
For our community partners in development or growth mode, we are successfully pitching groundbreakings, ribbon-cuttings and expansion announcements. We also mine for content within our partner communities, pitching unique resident stories to local media. All these efforts help in our mission to redefine aging for the general public and support our awareness goals for each client.
“This industry is so perfectly aligned with effective PR,” says Angell Marketing’s digital content coordinator and PR lead, Isabela Gallardo. “With so many resident experiences, staff stories and community happenings, the stories are compelling.” The trick is packaging those up in a way that entices media to pick them up, and that takes time.
“It’s true that it takes time to build relationships with news teams at local online and print publications — and even TV,” Isabela explains. “But there’s even great value in the outreach, because making contact with local reporters reminds them they have resources available if they decide in the future to do a story on aging well.”
What Is a Press Release?
We asked Isabela to give us a primer on the terminology around PR, and here’s what she shared:
The unique perspective or approach that makes a story interesting to a specific audience. For example, instead of announcing a new wellness program, the angle might be how it helps residents age more actively.
A standardized paragraph that appears at the end of every press release describing your senior living community.
Background information shared with a spokesperson before an interview to prepare them for likely questions and key messages.
Efforts to build positive relationships with local organizations, businesses, nonprofits and residents in the surrounding community.
The planning and communication strategies used to protect your organization’s reputation during emergencies or unexpected events.
News coverage that is generated because a journalist or media outlet finds your story newsworthy, not because you paid for advertising. Earned media often carries greater credibility because it comes from an independent source.
A one-page summary of important information about your community, services, history and differentiators that reporters can reference quickly.
A short invitation sent to journalists announcing an upcoming event, grand opening, ribbon cutting or special celebration.
A curated database of journalists, editors, bloggers and producers who cover topics relevant to senior living, healthcare, aging or local news.
Tracking news stories, online mentions and social conversations about your organization, competitors and industry.
A personalized note sent to a journalist explaining why a story would interest their audience. A pitch invites coverage but does not guarantee it.
Coaching that prepares leaders and subject matter experts to communicate confidently during interviews.
A timely reason why your story matters now. Seasonal topics, national awareness months, local trends and research findings often provide effective news hooks.
The qualities that make a story likely to receive media attention. Timeliness, local relevance, impact, uniqueness and human interest all increase newsworthiness.
Communication channels your organization controls, including your website, blog, newsletters, social media accounts and email marketing.
A collection of resources that may include fact sheets, executive biographies, photos, logos, recent press releases and background information.
An official announcement distributed to media outlets about newsworthy events, leadership changes, awards, research, new services or other developments.
The person a journalist interviews or quotes in a story. Executive directors, healthcare professionals, residents and family members can all serve as valuable sources.
An individual authorized to speak on behalf of the organization.
The intentional process of discovering authentic stories from residents, families, associates and volunteers that illustrate your community’s mission and values. Story mining provides the foundation for blogs, social media, newsletters, media pitches and videos.
An individual with specialized knowledge who can provide insight on topics such as aging, wellness, rehabilitation, memory care or financial planning.
Sharing expertise that positions your organization’s leaders as trusted authorities. Thought leadership may include contributed articles, speaking engagements, interviews, podcasts or expert commentary.
Professional photography, video and graphics that help journalists tell your story and increase the likelihood of coverage.
A distribution service that sends press releases to newsrooms and online outlets. While useful for broad distribution, wire services rarely replace personalized media outreach and aren’t typically necessary for local media pitches.
Does a Pitch Always Result In a Story?
One of the biggest misconceptions about PR is that every press release or media pitch should generate coverage. According to Isabela, “That’s simply not how journalism works. Editors and reporters make decisions based on dozens of factors.” These may include:
- Breaking news
- Editorial priorities
- Audience interest
- Available newsroom resources
- Competing stories
- Publication deadlines
Sometimes your story is excellent but it just isn’t the right fit at that particular moment. That’s why measuring the success of PR solely by the number of published stories misses the bigger picture.
Every thoughtful pitch introduces or reintroduces your organization to reporters. Every helpful conversation builds familiarity. Every expert interview (even one that doesn’t make it into publication) helps establish your organization as a knowledgeable resource. In other words, public relations is a long game.
Thought Leadership Doesn’t Happen Overnight
Today’s senior living leaders have tremendous expertise. Executive directors understand operational excellence. Clinical leaders bring insight into healthy aging. Dining directors are redefining wellness through nutrition. Residents can offer incredible perspectives on purpose, longevity and lifelong learning. PR helps transform that expertise into thought leadership.
Thought leadership isn’t about self-promotion. It’s about contributing meaningful ideas to conversations that matter. That could include expert commentary on aging trends, perspectives on wellness, insights on innovations in memory care and practical advice for adult children navigating caregiving decisions.
Reaching Beyond Awards & Announcements
One of the most common misconceptions senior living organizations have is the belief that only leadership changes and community awards are newsworthy. In reality, some of the most engaging stories are deeply human. Stories like:
- A resident who started a nonprofit in retirement.
- A caregiver whose personal experience inspired a career in senior living.
- A maintenance technician who has served the community for decades.
- A resident-led mentoring program connecting generations.
- A wellness initiative that measurably improves residents’ quality of life.
Authentic stories create emotional connections. They help prospective residents and families see the people behind the organization, not just the services and amenities.
PR as Part of a Larger Content Strategy
“The strongest marketing strategies allow earned media to fuel other channels,” Isabela shares. “Rather than viewing PR as a separate initiative, think of it as one of the engines that powers your entire content strategy.”
For instance:
- A newspaper feature becomes website content.
- A television interview becomes a social media video.
- A resident success story becomes a blog article.
- A media mention helps your company’s visibility in search and AI-generated answers.
Each earned opportunity creates content that can be repurposed across multiple platforms, extending its reach and increasing its value. If you’d like to know more about incorporating PR into your integrated marketing communications plan, let’s talk.
Featured Image: thodonal88 / Shutterstock