Damage Control: You Can't Stop the Presses, But You Can Take the Sting out of Bad PR, Says SeniorMarketing.com President Kevin Williams

BALTIMORE, Aug. 7, 2013 /PRNewswire/ -- In the wake of Frontline's unflattering depiction of Emeritus Senior Living, community managers and owners need to strongly consider planning for worst-case public relations scenarios. While over 750,000 seniors wake-up safe and happy every day in assisted living communities, when an incident does happen, it becomes front and center of the media's attention. There is no excuse for deviating from care and quality as being of the upmost importance, but the type of service we offer is extremely delicate and requires adequate training.

Unfortunately, incidents do occasionally happen. We all may eventually deal with the fallout of a disgruntled client or employee, a defective product or a critical management blunder. The good news is, there are practical ways to pivot away from bad PR and come out stronger on the other side.

"For senior living community managers, the potential damage from bad PR is enormous. People entrust these communities with the wellbeing of their loved ones, after all, and if that's not a priority for the company as a whole, than the occurrences of negative incidents is increased," explained Kevin Williams of SeniorMarketing.com. "That's why an emphasis on end-to-end quality is important. If quality of service, dedication, and adequate staffing and training are not leading points in the community's operations and messaging, then someone is dropping the ball."

Clearly, avoiding bad PR in the first place is an optimal yet unlikely goal. While eliminating all risk of bad press might be impossible, assisted living communities can take practical, common sense steps to mitigate that risk. These steps include:

• Knowing and following all applicable local, state and federal rules and regulations.
• Ensuring adequate staff and optimal training.
• Demanding accountability from managers, employees and partners.
• Prioritizing quality and compassion in the delivery of services.

Companies that put care and quality on the front line are often less vulnerable to the ravages of a toxic news story. Similarly, honesty and a reasonable level of transparency during a crisis can demonstrate the company is committed to doing the right thing.

The immediate response to a damaging news story sets the tone for how the narrative will unfold. Defensiveness, finger pointing, or worse, disengagement will all send the wrong message.

Assisted living community managers should answer bad press with professionalism, pointing out inaccuracies and assuring current residents and their families that their concerns are being addressed. Above all, it's important to stay ahead of a story rather than playing catch-up.

Provided that a senior living community has embraced an ethical approach to doing business, bad PR does not need to be a death knell. Instead, it can simply be that rare blip on an otherwise clear radar.

About SeniorMarketing.com

Baltimore-based SeniorMarketing.com was created with twin goals in mind. First, the company helps connect caregivers and seniors with local, affordable care options. Second, the company provides senior living communities with the marketing expertise to increase their bottom line and offer more services to more people.

Contact:

Kevin Williams, President
SeniorMarketing.com
5024 Campbell Blvd., Suite D-3
Baltimore, MD 21236
Phone: 1-888-523-3311
Email

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SOURCE SeniorMarketing.com