Senior living communities have no shortage of stories to tell. Interesting residents, innovative programs, milestone celebrations, community partnerships, expert perspectives and timely events can all create opportunities for media coverage. The challenge is recognizing which stories have news value and knowing how to get them in front of the right journalists.
That’s where public relations comes in.
Unlike advertising, where a community pays for space or placement, public relations focuses largely on earned media, coverage generated because a journalist, editor or producer sees value in the story. That third-party exposure can help build awareness and credibility for a senior living community or organization.
For communities considering outside PR support, choosing the right firm matters. Senior living is a specialized industry, and a PR partner should understand both the media and the unique environment in which senior living organizations operate.
Look for Senior Living Experience
A public relations firm shouldn’t need weeks to learn the difference between independent living, assisted living, memory care and a life plan community.
Senior living has its own terminology, audiences, sensitivities and opportunities. A firm with industry experience understands how to communicate with and about older adults, how to approach resident stories respectfully and how to work with community leadership and staff.
That familiarity also makes it easier to recognize stories that might otherwise be overlooked.
A resident celebrating an extraordinary milestone, a creative wellness program, an innovative dining initiative or an employee with an unusual connection to a resident may seem like everyday community life. To an experienced senior living PR professional, one of those moments may have the ingredients for a strong media story.
Ask to See Earned Media Results
Press releases alone aren’t results.
When evaluating a PR firm, look at the media coverage it has actually helped generate. Has the firm secured stories in newspapers, television, online publications, magazines and industry media? Does the coverage demonstrate an ability to find different types of stories rather than repeatedly relying on the same approach?
Ask to see examples involving organizations similar to yours.
A strong portfolio can also help you understand whether a firm knows how to move beyond announcements and uncover the human-interest stories and expert perspectives journalists want.
Make Sure They Know How to Find the Story
Some of the best senior living stories don’t begin in the marketing department.
They may start with an activity director who mentions a resident has an unusual hobby, a fitness professional who created a successful program, a chef doing something innovative or an executive who can provide insight into an issue affecting older adults.
That’s why good senior living PR involves more than waiting for someone to hand over a finished story idea.
An experienced PR partner should ask questions, maintain regular communication with the community and develop relationships with the people who know what’s happening day to day. A good PR professional needs a nose for news and needs access to the people and information that can lead to it.
Consider How the Firm Will Work With Your Existing Team
Hiring a PR firm doesn’t necessarily mean replacing your marketing department or existing agency.
In many organizations, internal marketing professionals are already managing websites, digital marketing, events, social media, sales support, newsletters, advertising and numerous other responsibilities. An outside PR firm can provide specialized support in areas such as earned media, resident storytelling, media relations, reputation management and strategic communications.
The right arrangement depends on what your organization actually needs.
Some senior living organizations benefit from ongoing PR support across multiple communities. Others may need assistance with one community, a particular initiative, a major announcement or even a single story with strong media potential.
Look for a firm willing to fit into your existing structure rather than forcing your organization into a predetermined package.
Consider Reputation and Crisis Communications Experience
Public relations isn’t only about generating positive stories.
Senior living communities operate in an environment where communication with residents, families, employees, prospects and the broader public can become especially important during difficult situations.
Ask prospective firms about their experience with reputation management and crisis communications. A PR partner that already understands senior living can be particularly valuable when an organization needs to communicate clearly and quickly without first explaining the fundamentals of the industry.
Don’t Assume the PR Firm Has to Be Local
Technology has changed the way public relations professionals and journalists work.
A senior living PR firm doesn’t necessarily need an office in the same city as the community it represents. What matters more is whether the firm understands the local media market, can identify appropriate journalists and outlets, responds quickly and knows how to develop stories that are relevant to those audiences.
For organizations with communities in multiple states, working with one senior living PR partner can also help maintain consistency while still pursuing local and regional media opportunities.
Look for a Partner, Not Just a Vendor
Ultimately, the relationship matters.
A strong PR partner should be curious about your residents, employees, programs and goals. They should communicate regularly, meet deadlines, pay attention to details and be realistic about what constitutes a media opportunity.
No reputable public relations firm can guarantee that a particular journalist or news organization will cover a story. What it can provide is experienced counsel, strong storytelling, thoughtful media outreach and consistent effort to uncover opportunities worth pursuing.
For more than 30 years, The Ehlers Group has specialized in senior living public relations and communications, working with communities and organizations across the country. Because senior living is all we do, there’s no learning curve. We understand the industry, the audiences and the stories that can help communities stand out.
Whether an organization needs ongoing support or help with a particular project or story, our team can work alongside existing marketing professionals and agencies to provide an extra set of experienced communications hands.
Editor’s Note: This article was originally published in 2017 and was updated in September 2026 to reflect current public relations practices and the evolving communications needs of senior living organizations.