Senior Living Public Relations

Portfolio from Craft & Communicate

One of the best ways to communicate your story is to get your residents and your communities on the local news. Craft & Communicate’s senior public relations team works diligently to ensure not only local coverage – but front page, national coverage. Our success rates in senior PR are outstanding.

In addition, we know that when you call saying a memory care resident has eloped, we know they haven’t gotten married. We get senior living. Crises happen, and we’re here to help with press statements and media releases when they do.

USA Today

for Pegasus

“Diane Wright opened the door of an apartment at The Oaks at Inglewood, the assisted care facility in Stockton where she is the executive director.

Inside, three people busily went through postal trays crammed with envelopes near a table heaped with handmade gifts, military memorabilia, blankets, quilts and candy.

Operation Valentine has generated a remarkable outpouring of support from around the world for retired U.S. Marine Maj. Bill White. Earlier this month, a resident at The Oaks, Tony Walker, posted a request on social media to send Valentine’s Day cards to the 104-year-old World War II veteran and recipient of the Purple Heart. Walker believed White would enjoy adding the cards to his collection of memorabilia. The response has been greater than anyone ever thought possible.

‘I wasn’t expecting anything like this,’ White said. ‘It hit me like a ton of bricks. I still can’t get over it.’

‘Up until about a week or two ago, I was leading a quiet life. … Now all of a sudden all hell has broken loose.’

The goal of Operation Valentine was 10,000 cards. On Tuesday alone, 28 trays with 400 to 500 cards in each, about 14,000 total pieces of mail, were delivered by the U.S. Postal Service to The Oaks, where a vacant apartment near White’s has been turned into a makeshift mail room. In little more than a week, more than 20,000 cards and easily 200 packages have arrived, and more are delivered every day.”

Senior Housing News

for Pegasus

“When Dr. Sandra Petersen joined the health and wellness team of Pegasus Senior Living as a consultant in early February, she expected to help roll out a new memory care program. Then came Covid-19, and everything seemed to change overnight.

Petersen credits Pegasus co-founders Steven Vick and Chris Hollister, its regional and executive directors and all of the company’s frontline and clinical staff for meeting the challenge head-on. Though she is working long, hard days, she’s not alone in her efforts, as other team members are in consultation with her from early in the morning until late at night.

At the same time, she’s also juggling her duties as a professor with the University of Texas System and as a private-practice geriatrician who makes weekly house calls and telehealth visits.

Petersen credits Pegasus co-founders Steven Vick and Chris Hollister, its regional and executive directors and all of the company’s frontline and clinical staff for meeting the challenge head-on. Though she is working long, hard days, she’s not alone in her efforts, as other team members are in consultation with her from early in the morning until late at night.”

ABC | WAPT Channel 16

for Pegasus

“A Flowood woman celebrated her 102nd birthday Wednesday at Castlewoods Nursing Home in Brandon.

Clementine Tina Ianelli spent her birthday with family and friends. Live music was brought in for the occasion as well.

When asked what leads to a long life, Clementine said, ‘You never get mad at anybody. Que sera sera.’ That’s Italian for ‘What will be will be.’

Ianelli believes a calm demeanor and her family to her long and happy life.”


for Pegasus

“New Year’s Day 2020 was a very special one for Queensbury resident, Cecily Geraghty. She turned 100 years old and celebrated by dropping the puck at an Adirondack Thunder Game. Not only that – she received a birthday card from Queen Elizabeth II.

Cecily was born in England but lived in the states most her life. When a British citizen hits the century mark they receive a letter from the Queen.

‘I was thrilled to death, I was! I’m going to write back to her!’

“A New Year’s Day baby in the year 1920, Cecily is now one of the most beloved and well-known residents at The Landing in Queensbury, an assisted living home.

‘I have a lot of friends here.’ Cecily says. ‘But I’m more out than in!'”

Southern Living

for Civitas

“This Valentine’s Day, we’ll be taking our love advice from the seasoned ladies of StoneCreek of Edmond Assisted Living Center in Edmund, Oklahoma, thank you very much.

The center has been sharing some sage words from their residents to help guide us romantically in the days leading up to February 14—and you better believe we’re taking notes.

Maxine suggests eating together while sweet Miss Liz recommends simply being nice. We’re particularly tickled, however, by Elenda, whose advice was a little franker. “Shop around,” the Gal-entine’s Day fan wrote.

We know mama wouldn’t disagree with that!”


for Civitas

“An assisted living community about 40 miles from Austin surprised one of its residents with a bucket list adventure this week.

Elizabeth Dibrell loves pirates and has always wanted to go sailing, according to the people at her assisted living community. Alexis Pointe, the community in Wimberley, made it happen.

We think you’ll agree, the photos of her day are heartwarming.

The adventure took place on Canyon Lake. Her trusty crew reported Dibrell kept calling it “an adventure of a lifetime.” They also report she’s been regularly talking about the trip with her friends since her return home.

“Words can’t express how magical the sailing adventure went. Elizabeth LOVED it!” Katy Starr, community relations director of Alexis Pointe, wrote to KXAN.”


for Civitas

“You can tell if Earnest ‘Bob’ Harris is home or anywhere nearby.

The happy tunes of a long life still exhale from healthy lungs at the age of 102 as he plays his harmonica.

A newspaper delivery boy from Apache, OK, he moved to Oklahoma City to go to business college, took the first job offered, and stayed put at the same company for 45 years.

Harris and his family threw a big birthday party at Stone Creek of Edmond.”


for Civitas

“It’s been decades since José Maldonado flew in a military plane in the skies above Vietnam.

But on Thursday, the Cibolo resident and U.S. Army veteran was anxious to experience that feeling again.

“This is an exciting day,” he said, just before climbing aboard a Beechcraft Sundowner at the New Braunfels Municipal Airport.

Maldonado is a Purple Heart recipient living in the memory care center at The Brooks of Cibolo, a senior living community.”


for Dominion

“Residents of a Richmond senior living facility spent some time bonding with a new generation — of puppies.

Dominion Senior Living of Richmond had some special guests from BlueGrass Frenchies.

“We had the absolute pleasure of cuddling with French Bulldog puppies courtesy of BlueGrass Frenchies,” said life enrichment director, Jessica Ball, in a news release.

“As you can see by the photos, these babies delighted our residents,” Ball said. “We’d like to sincerely thank BlueGrass Frenchies for bringing these adorable babies! You brought so much joy, happy smiles, and even tears to our residents!”

According to the Dominion Senior Living blog, activities that promote social interactions and combat isolation can help community members reduce their stress levels, improve mental sharpness, and can even delay the onset of Alzheimer’s disease.”

Thought Leadership
Senior Housing News

for Imagine

“Imagine Senior Living is on an upward growth trajectory in 2023 — but the small operator has no plans to dramatically upsize anytime soon.

The Dallas-based operator was founded in 2019, and it currently manages three communities with a total of 183 assisted living and memory care units, with a fourth AL and memory care community coming online next month in Oklahoma City, Oklahoma. Two additional AL and memory care communities will also come online by the end of the year.

Looking ahead, Imagine Senior Living co-founders James and Suzanne Denny are growing only in markets within a six-hour drive from Dallas, with the intention of building a company with regional scale.”


for JCI

“Residents at Buda Oaks Assisted Living and Memory Care have been working hard to make sure children feel loved this holiday season.

They’ve been stuffing teddy bears since Nov. 29 for the Travis County Sheriff’s Office Brown Santa program.

Each bear is filled with love, stuffing and a wish on a star from the residents and staff members, Buda Oaks said.”

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