As a salesperson in senior living, one of your jobs is to get your community in front of as many potential customers as possible. And what better way to reach a large number of people than through the news? It is important to be proactive and think of new and unique ways to spread the word about your community to seniors and their families.
Pitching a story to journalists can be a great way to receive free publicity for your senior living community. But how do you pitch the perfect news story? Here are a few tips that we use at Craft & Communicate (C&C).
Tips on How to Pitch a News Story
- Do your research. Make sure you understand the media outlet you’re pitching to and what kind of stories they typically cover. If you’re pitching a local news station, for example, focus on how your story would be relevant to its viewers.
- Keep it concise. Journalists are busy people and they don’t have time to read through a long, drawn-out pitch. Get to the point and make sure your most important information is at the beginning.
- Offer something unique. There are hundreds of senior living communities out there, so what makes yours special? Whether it’s a new program you’re offering, a centenarian’s birthday, or an upcoming event, make sure you highlight what makes your community stand out from the rest.
- Follow up. Once you’ve sent your pitch, follow up with the journalist to make sure they received it and see if they have any questions. Not all journalists will need additional information to write a story about seniors. However, if you feel like your pitch could use more detail, be prepared to send additional materials (such as statistics or expert quotes) upon request.
By following these tips, you’ll be on your way to receiving great press for your senior living community! P.S. Public relations is a completely different world compared to marketing and sales. If you need guidance on how to pitch a great news story, C&C’s experts are ready to help.
Now that you know how to pitch, the question turns to what are you supposed to pitch?
Stats and Societal Topics to Think About
When pitching a news story to journalists, it is important to keep in mind the different ways that seniors are impacting society. Here are a few ideas to get you started:
- According to the United Nations, by 2050, there will be more than two billion people over the age of 60. How is your community going to cater to the next generation of folks requiring senior housing?
- In many countries, seniors are taking on new and important roles in society. They are becoming more active in their communities and making valuable contributions. What are some of the unique ways your community is helping seniors to connect and contribute?
- A growing number of seniors are using technology to stay connected and engaged. They are using social media, online dating services, and other tools to stay connected with friends and family. What are some of the innovative ways your company is helping seniors use technology to their advantage?
- Keep your pitch local. Expand on the unique area your community is in and how residents participate in local events, activities, or non-profits.
- Based on a report with journalist input from Cision in 2022, it’s apparent that diversity, equity, inclusion (DEI) and environmental, social and governance (ESG) topics are becoming increasingly popular subjects in society. Companies are communicating their commitment to these topics. Are there ways your community is embracing diversity or volunteering for environmental causes?
Pitching a news story to journalists can be a great way to receive free publicity for your senior living community. But it’s important to craft your pitch carefully to increase your chances of success. Let C&C guide you efficiently and strategically with these tips, and you’ll be on your way to getting coverage from even the most popular media outlets!
How Can We Help?
The C&C media relations, crisis communications, and reputation management team provide years of experience in public relations and senior living combined. Our niche expertise in senior living gives providers the peace of mind that we always place their communities’ best foot forward. Contact us to find out more!
