In today’s rapid news cycle, people often move on from what they read or watch in the blink of an eye – but only if you let them. As PR professionals, we’re becoming increasingly tasked not only with having a client event or announcement make a single splash in the news cycle, but with keeping it there for as long as possible.
Presbyterian Senior Living is one of our nonprofit clients who pride themselves on their progressive approach to senior living, with an ever-evolving take on the design for traditional aging facilities. Their latest innovation was the development of Parker House Assisted Living at Quincy Village, a continuing care retirement community (CCRC) in Waynesboro, Pa. The new “small house” design at Parker House is the first of its kind in the region and certainly a unique concept industry-wide. It’s designed for residents to have their own private room and personal space, in addition to a family-style living area where they have an increased level of interaction and engagement with staff.
Over the past two years, we have worked with PSL to keep Parker House on the local media’s radar continually. Our strategy was three-pronged: to first be proactive in giving life to event ahead of time, then to make an impact around the event itself, and finally, to do everything we could to maintain that momentum moving forward.
We began by announcing the groundbreaking in 2015, and continued with pushing the news that applications were being accepted when the time was right.
When it came time for the close of the project, which was celebrated with a Dedication Ceremony, we distributed long lead information widely. That paid off in abundant attendance and coverage from regional and hyper-local outlets such as WHAG-TV, Chambersburg Public Opinion and The Herald-Mail.
But we wanted to make sure we extended coverage beyond just that one day. And even weeks after the Dedication Ceremony, Parker House still has the media’s attention. A feature on the community ran in The Record Herald this past weekend, and we have secured an opportunity to contribute a bylined column on unique operational strategies to a senior living trade publication this summer.
Our experience with Parker House demonstrates how PR professionals can and should use every opportunity to gain the media’s attention – not just for an hour or two, but for the long haul.
Have an event or announcement coming up that you think deserves more than a one-time media hit? Let’s talk: cait@abelcommunications.com
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