10 suggestions for working with the media

10 suggestions for working with the media


illustration of Lois Bowers



I had the pleasure of collaborating on a panel final week on the Florida Senior Residing Affiliation’s annual convention in Orlando.

John Moschner, CEO of SenCare Administration/Grand Villa Senior Residing Communities; Damon Thomas, vp of operations for Windfall Senior Residing; and I mentioned how senior dwelling communities can work with the media, notably throughout occasions of disaster. Mary Sue Patchett, FSLA chair emeritus and a 2021 McKnight’s Ladies of Distinction Corridor of Honor inductee, moderated.

Mary Sue was a professional at moderating, and it’s apparent that John and Damon have mastered disaster administration. I assumed others may profit from a few of the data I shared from the angle of the media. So listed here are 10 suggestions for working with the media, in disaster conditions and different occasions, too—constructive or damaging.

  1. Saying “no remark” or not returning a reporter’s cellphone name or e mail doesn’t imply that the media outlet gained’t do a narrative. What it means is that if it does a narrative, it gained’t have your perspective in it. All the time attempt to reply media inquiries, and as shortly as potential.
  2. Be sure that your web site contains contact data. You probably have separate directions for media, embody them there, and make them straightforward to seek out. Attempt to have a contact possibility for media apart from on-line varieties designed for potential residents, particularly varieties that require customers to pick out a selected neighborhood to correspond with—media inquiries might not go to the proper place, or they might be delayed in reaching the meant recipient, delaying your likelihood to reply.
  3. Be sure that whoever solutions your cellphone and emails is aware of learn how to reply if a request from the media is available in.
  4. Don’t delay. At the moment’s media have a really fast turnaround for tales. Reply as quickly as you may.
  5. When you anticipate that you could be get media inquiries a few particular occasion, put together a response(s) prematurely so that you just’re able to remark. And relating to routine issues, don’t ship out a press launch with out having somebody obtainable to reply questions from the media.
  6. Reply to all main inquiries. Simply don’t decide and select the retailers you wish to reply to. Purpose to your perspective to be learn or heard by anybody doing a narrative in addition to anybody consuming that content material.
  7. For main tales, take into account posting a press release in your web site and/or social media, and updating it as wanted.
  8. It’s possible you’ll be restricted in how one can reply to a media inquiry, however you in all probability can say one thing. As an illustration, you could possibly categorical disagreement with a lawsuit’s claims, say that you’re unable to touch upon pending litigation, or categorical sympathy for a resident who died or was injured, with out saying a lot else.
  9. Don’t put out a press launch and assume individuals will see it. Attempt to ship it on to the individuals you wish to make sure see it, and comply with up with an e mail or a cellphone name.
  10. Once you’re talking with a member of the media, perceive that individual’s understanding of on the file, off the file, and background. If an interview is on the file, then something you say can be utilized in an article (and if you happen to don’t say whether or not or not it’s on the file, the default assumption is that it’s on the file). For off the file and background conversations, usually, media members will see these to imply to not quote you, and perhaps not even to say that the data got here from a spokesperson with out naming that individual. There are nuances, so verify with the individual interviewing you to attempt to keep away from any surprises.

McKnight’s Senior Residing is a business-to-business media outlet, and our function — informing our viewers and serving to them succeed — could also be totally different from that of normal mainstream media. It’s a good suggestion to hunt authorized and public relations counsel for recommendation acceptable to your specific circumstances.

Four people on a speaking panel
Panelists at a session of the Florida Senior Residing Affiliation focus on how senior dwelling communities can work with the media. From left: Mary Sue Patchett, FSLA chair emeritus and moderator; McKnight’s Senior Residing Editor Lois Bowers; Damon Thomas, vp of operations for Windfall Senior Residing; and John Moschner, CEO of SenCare Administration/Grand Villa Senior Residing Communities. (Photograph by Scott Workman of HPSI Buying Companies, who launched the session)

Lois A. Bowers is the editor of McKnight’s Senior Residing. Learn her different columns right here. Observe her on X (previously Twitter) at Lois_Bowers.



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