The Power of Public Relations Nancy Schwalm Vivage

The Power of Public Relations Nancy Schwalm, Vivage Senior Living CHCA April 2016

• • • How we communicate with the • public and media. • How we communicate with our • What is PR? Press releases Newsletters Public Appearances Use of Social Media Events Relationship Building target audience directly or indirectly Creating and maintaining a positive image and strong relationship with the audience.

Why Focus on Public Relations?

How Public Relations Impacts Post-Acute, Long-Term Care, and Senior Housing üAwareness of Services üImage and Differentiation üOffset Bad News with Good News üCreate Opportunity for Relationships üCreate Operational Outcomes

April 03, 2016 Nursing home DON charged with falsifying records to cover up resident fall March 08, 2016 SNF fined $100, 000 for resident's fall death Editorial Board 11: 52 a. m. EDT April 3, 2016 Nursing home care a serious problem March 7, 2016 Lawsuit Filed Due to Alleged Nursing Home Neglect by Levin & Perconti

Girl Scouts Visit Nursing Homes Victoria Advocate March 31, 2016 Victoria Girl Scout Troop No. 95012 partnered with Twin Pines to spend an afternoon sharing cookies with residents of both Twin Pine facilities.

OUT WEST Road Trip: Nursing home residents, seniors can camp, fish and enjoy the outdoors POSTED: 09/11/2012 12: 01: 00 AM MDT By Claire Martin The Denver Post

RECORDS: T ALZHEIMER'S SUFFERER FATALLY BEAT FELLOW LAKEWOOD PATIENT 2/24/2015 The Denver Post: DENVER AND THE WEST

DENVER AND THE WEST “Nursing Home has history of problems” By Megan Quinn POSTED: 08/25/2013 12: 01: 00 AM MDT 6 COMMENTS “Local, state and federal records show a history of staffing and regulatory problems at the _____ nursing facility where an employee is accused of sexually assaulting two patients in the past two months. ”

Lowry Park, Once Air Force Officers' Quarters, Will Be Razed and Seniors Moved WEDNESDAY, MARCH 30, 2016 AT 6: 57 A. M.

REVIEW SITES YELP GLASSDOOR CARING. COM OUR PARENTS SENIOR ADIVSOR A PLACE FOR MOM CITES CARE PATHWAYS THE SENIOR LIST WELLNESS OUR PARENTS REVIEW TRACKERS The New Scrutiny Illinois Nursing Home Abuse Blog Nursing Home Survival Guide My Better Nursing Home Senior Living Experts Assisted Living Experts

We Assume Everyone Knows All That We Do Well…. . “I went here visiting my grandma. When I arrived on the 5 th floor I noticed my grandma with another person in front of her having dinner. What I think to be meatloaf and mashed potatoes seriously looked like vomit. I understand old folks' teeth are probably very sensitive or (otherwise lack of) but the slop that they serve seemed quite disgusting. The facilities themselves do seem a bit old - cracks along the walls or places where there might have been water damage or stains have simply been painted over. ”

…. . But They Don’t “The one thing I hated was the way they got to things when they had time. . Like leaving my gramma in her soiled diaper for over two hours, or forcing people to sit with their gross un eaten food scraps for hours on end”

If We Don’t Tell the Story Someone Else Will…. “Elderly Abused at 1 in 3 Nursing Homes: Report” July 30, 2013 By David Ruppe

Government Sites Don’t Tell The Whole Story Either Medicare. gov Nursing. Home. Compare Survey results Staffing Quality Measures

“Census and Revenue Depend on Strong PR Outreach”

We Have Amazing Care Communities

We Have To Sell Ourselves Daily Quality Outcomes Customer Satisfaction Excellent Staff Members Features & Benefits Meaningful Life Health & Wellness Return to Home Safety

Creating Great Public Relations WHY WHO WHAT TARGET WHERE HOW WHEN

WHAT is Important to Our Customers? We need to constantly get the right messages out, make lasting positive impressions.

Basic Services Are important to Our Message 24 hour nursing care Meals and snacks Activities Social Services Medical Care Therapies Safe Environment Medication Management Financial Management ADL Support & Care Payer Types Room Availability Laundry Populations Served

Helping Consumers Understand the Care Continuum Differences

88% Of Consumers Trust Online Reviews As Much As Personal Recommendations 82% of the 65 million online boomers and seniors use the Internet to research health and wellness information

Creating a Public Relations Plan Internal Events Values Branding Relationships Messaging Service Social Media Stories Data Employees Collaterals Advertising

Your Public Relations Officer • Choose the BEST Person for each message – Lots of PR Staff • Make sure they are trained, present well • Make sure they can present the message right, right target audience, right time, right method • Get ongoing feedback on staff’s PR Performance

Creating Messaging Strategies Social Media Website Face book Linked In Pinterest Blog Twitter Review Sites Websites links E-newsletter Press Releases Article Submission Editorial Comments Publish Success Stories Postcard mailers Advertisements Sponsorships, Trade Shows Public Speaking Radio TV, Zone TV Ads Billboards In house Events – evites Awards

The NHA Role in Public Relations • is Critical Role Model and give Time Allocation to the Importance of Building Relationships • Identify and use strategies to tell Good News, Successes and Positive Outcomes • Lead the Future Positioning of your facility and our profession • Develop & lead an ongoing and targeted Public Relations Plan

Creating a Public Relations Culture Driven by Leader’s Examples Employee Pre-hire interviews Employee On boarding & Evaluation Incorporated Routinely in Staff Development Service & Relationship Excellence Acknowledged & Rewarded Customer, Employee and Referral Source Surveys Part of QAPI

• • • Residents Families Employees Organization Physicians Care Coordination Partners- Home Health, Hospice, AL/IL Vendors Volunteers Referral Sources Internally Nurturing Key Relationships • Referral Sources • Media Sources • Review Sites • Hospitals • Physicians • Competitors • Government Agencies • Ombudsman • Community Agencies • Attorneys Externally

Satisfied versus Dissatisfied Relationships “ A satisfied (person) will tell 2 -3 people about their interactions with you or your business…. . A dissatisfied (person) will tell 8 -9 people about their interactions with you or your business…”

Holiday Retirement Re-Branding Tier Two and Tier Three+ Markets The Middle Class Build a property in 9 – 10 months Opened 18 – 20 properties a year Individually branded communities HOUSING RECESSION HIT Needed to centralize more decisions, hire sales force – rebrand their company

The Values: What Matters to Organization, Employees & Customers Values & Focus Areas Honesty Common Integrity Teamwork Leadership Innovation Compassion Resident Focus Simplicity Starting Point: Knowing Values Security Wellness Independence Comfort Value Associate Focus Connection to Vision Daily Recognition Authentic Leadership

The Message: It’s all about people Simplicity Security Wellness Independence Comfort Three chef prepared meals daily Live-in managers Enriching programs Transportation Custom All inclusive built communiti es Housekeeping and linens Pull cords in apartments Home care of Travel Program choice honored Pet friendly Value No commitments

The Method: Connecting with people. A Life Story. Tell us yours. Add to it. Every senior has a life story. We want to know yours so we can help. You add to it, each & every day.

The People Hiring & Retaining the Right People • Managers drive the message each day • Managers set the tone for each community communicating our common messages • Managers customize the message for all the people they touch each day through: – Words – Deeds • New stories are written every day by the people in communities • Managers must share these stories – marketing, public relations, sales, operations?

Message to Media: An integrated campaign to communicate our messages A Life Story Simplicity * Security * Wellness * Independence * Comfort * Value Internet Social Direct Advertising New Website Share Stories Targeted Post Cards Radio

Holiday Retirement Results Today, Largest operator of independent living properties in North America 333 properties & 40, 000 apartments in 43 U. S. states & 7 Canadian provinces Expanded more into assisted living and memory care

Creating Great Public Relations WHY WHO WHAT TARGET WHERE HOW WHEN

Public Relations Success Who – Make sure you have a clear target What – Choose Right messaging based on what matters to target and what your desired outcome is Where – Put your message in the right context When – Timing is everything – make sure the right people are impacted How – Try many avenues for public relations, but use training and resources Who – Choose the right messenger with right skills and credibility Why – We need to create positive messages about our profession – people need us!

Measuring PR Success Set goals and establish metrics • • • Census and Quality Mix Revenue Satisfaction Surveys Increase in referrals and referral sources Employee retention Website metrics – number of views Online Review “Star” ratings New partnerships Contracts Successful “branding”

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