6 Ways for Your Retirement Community to Leverage Media After It Airs

Congratulations are in order. Your retirement community just secured coverage from a coveted publication or news outlet. While there’s nothing wrong with taking time to celebrate this achievement, it’s important to think ahead on how you can best maximize the coverage for your community. Here are six ways to leverage media after it airs. 

 ">Share on Social Media 

One of the easiest and most effective ways to make the most of your media hit is to share it with your followers on Facebook, Twitter, LinkedIn, Instagram or other portals. Tease the article or clip with a quote that will prompt followers to click through to the full story. Seeing your community featured will reinforce the confidence that current residents have in you, while also making you more appealing to prospective residents. There are a few important things to remember when it comes to sharing a clip or story on social media. 

  • Don’t share too much – The goal is to have people read or hear the news outlet tell your story, so finding that balance between teasing the story without sharing too much is essential. 
  • Tag the publication or journalist – Everyone likes to receive credit for the work they have done, and journalists are no exception. Tagging the account for the journalist, station or publication that produced the story is an easy way to say thanks that will go a long way. 
  • Add hashtags – Relevant hashtags allow your media hit to reach people outside of your established followers, leading to more exposure and potentially new followers. 
  • Share more than once – Don’t flood the timeline with multiple posts of the same story on the same day, but sharing again after a week or two is a great way to maintain relevance. 
  • Encourage other residents in your community to share – Again, the goal is to reach as many people as possible. 

Write a Blog Post

There are a couple of different approaches you can take when it comes to blogging about your recent coverage. Maybe the story was brief, in which case a blog post would allow you to dive a little deeper on the subject to provide more information to your residents. If it was a more in-depth interview, a blog post will provide an opportunity to share background information about how the story came to be. 

No matter which route you choose, the goal is to drive traffic to your website, or wherever else your blog lives. Much like sharing on social media, there are right and wrong ways to write a blog post about media coverage. The most important thing to remember is to refrain from telling the same story. The journalist worked hard on the piece, and they don’t need you to rehash what they have already written or said. Build off of what was reported by taking a new angle or approach to the story for your blog. Think of this as added value to that original story: what can you add that offers readers a behind-the-scenes look or information that didn’t make it into the media story? But also be sure to link back to the original story.

 ">Pitch it to Other Outlets 

Being featured in a reputable media article or story will instantly lend credibility to your retirement community or resident that was featured. Capitalize on this credibility by pitching it to other stations or publications. If a journalist sees that you were previously quoted, they may be more inclined to produce something of their own. Journalists like to know that their colleagues found a subject interesting too.

While the recent coverage will certainly get the ball rolling, it’s up to you to convince other journalists that there is more to tell. Maybe they can tackle the same story from a different angle or maybe there is a different resident that warrants a feature or interview. Turning one article or story into another or potentially more will allow your community to promote its lifestyle and stay relevant in the eyes of prospective residents. Also, additional coverage means you can start the process over with sharing on social media and in a blog post, again leading to more exposure. 

Include in Your E-Newsletter

Sending an e-newsletter to residents and prospective residents is an easy and effective way to generate excitement about your community. In addition to any blog posts or other news that you share in your newsletter, including your recent coverage is a great way to reinforce that credibility in your community. When others see your name featured in a news story or publication, you become hard to ignore. 

Much like the practice with sharing on social media, be sure to include a link to the story itself, giving credit to the journalist and station or publication. If you choose to share a snippet, keep it brief to encourage link clicks to the full story. 

Share the Story Where You Work

The great thing about a good story is that it doesn’t end with the publication or broadcast. Did a newspaper story turn out to be an incredible feature on your organization, project or leadership? Most newspapers and magazines have a system already set up to get a physical reprint of the article and it can often come framed as well. Hang it up in an area with high traffic to show off the story to residents, staff and prospective residents.

Was the story on TV or radio? See if they have an embeddable video or audio clip and feature it on your website. While most news outlets won’t let you download and repost their content, most will allow you to embed something they have already posted online and it’s a wonderful way to get mileage out of that story for months or years to come.

Share It Again, and Again, and Again

Some stories are timely and lose their shine after a few weeks, but others are timeless and will be just as interesting next month or even next year. Make sure to keep a log of your media coverage and revisit it frequently to see what past stories you can share again down the road. Whether social media, blog posts or newsletters, a great story can live on for years and continue to support the lifestyle of your community. 

After you’ve taken the time to maximize the potential of your recent media hit, be sure to go back to celebrate with your residents. Earning this coverage is a huge win for everyone involved and you all deserve to bask in the glory together. 

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Marketing / Communications

We help one of the world’s best brands increase sales and guest counts through reputation management and content marketing that successfully maximizes paid media efforts.
 

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Request Your Guide to Ghidotti!

We’d love to start a conversation with you about how we can create results for you. First step? Request your very own Guide to Ghidotti to learn more about our public relations and content marketing firm. This is a look inside our agency and will give you a good feel for who we are, what we do and how we partner with our clients to move the needle.

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Are You the Next Rock Star on the Ghidotti Team?

The Ghidotti Team is overflowing with full-fledged rock stars. Sure – we’re looking for the best, brightest, most creative, most organized. You get the picture. But what we REALLY want is someone who we can laugh with, depend on, learn from and do great work together. Learn more about who we’re looking for and what you can expect.

Ghidotti is currently hiring for three positions listed below – Account Executive, Account Supervisor and Media Relations Manager.

Account Executive Job Description: 

In the Account Executive position, emphasis is placed on growing independent work within the areas of project management, client relations, media relations, digital/marketing, and/or lead generation among other skills. You are the face to our clients and will play an integral role in daily communication and should be able to demonstrate tactical excellence. 

  • Write client and internal correspondence effectively and with limited supervision.
  • Successfully plan and execute client activities such as media tours, digital and social campaigns, business missions and/or other special events. 
  • Proactively identify blog content story ideas and work with the supervisor to develop. 
  • Develop relevant blogs, e-newsletters and website content effectively and with limited supervision. 
  • Successfully manage independently the execution of all client content calendars, which can include media relations pitch calendars, blogs, social content and paid media campaigns.
  • Exhibit competency and efficiency in drafting copy for client marketing materials and/or campaigns, such as website content, e-newsletters, collateral materials, paid media campaigns, etc. 
  • As it relates to social/digital media, regularly suggest ideas, manage the planning, and comfortably execute campaigns on behalf of clients. Efficiency with Canva, a plus!
  • Assist in the management of interns, when applicable. 
  • Be proficient in WordPress.
  • Easily navigate agency platforms such as Cision, TVEyes, Sprout Social, Sprinklr.
  • Depending on the needs of the service area, responsibilities may extend beyond the items above as skill sets, client contracts and other extenuating circumstances dictate.

Apply for this open position by emailing Bethany Siems at bethany@ghidotti.com.

 

Account Supervisor Job Description: 
In the Account Supervisor position, a staff member will be responsible for assisting and managing the public relations, content marketing, digital media, account services and/or creative/strategy for clients. This position requires fully developed specialty skills, a strong understanding of the industry landscape and an understanding of client priorities and objectives.
  • Serve as the account strategist/lead and oversee/play a clear leadership role on at least three clients.
  • Manage the implementation of work plans and ensure client deliverables are successfully met on deadline.
  • Play a leadership role in the sales process by identifying additional services to sell to existing clients and assisting with RFP responses, new business proposals, presentations, etc. with senior leadership or independently.
  • Display a strong understanding of and effectively communicate Ghidotti’s service offerings to existing clients.
  • Successfully supervise at least one junior staff member, including providing guidance on their professional growth.
  • Begin to play a role in the agency’s marketing efforts, guiding aspects of certain campaigns and/or helping to execute in their areas of expertise.

Account Services: 

  • Play a clear leadership role in the planning and execution of integrated marketing campaigns for clients.
  • Develop and write comprehensive strategic marketing plans for clients.
  • Handle vendor contracts and ensure proper billing.
  • Demonstrate a clear track record of successfully meeting deadlines and timelines.
  • Handle day-of logistics on behalf of clients, responding quickly and effectively.
  • Assist in providing leadership and professional development on client relations, helping team members improve their skills in managing conflict, presentations, sales, etc.

Client Strategy: 

  • Develop or oversee the visual content creation for client materials, including e-newsletters, website content, digital campaigns, marketing collateral, etc.
  • Oversee the development of marketing materials and branding campaigns.
  • Manage creative marketing campaigns on behalf of clients.
  • Demonstrate a clear track record of leading brainstorms, and providing and implementing creative ideas for proposals, presentations, etc.
  • Continually provide new and ‘fresh’ ideas for proposals, new business proposals and current clients’ marketing campaigns.

Apply for this open position by emailing Bethany Siems at bethany@ghidotti.com.

 

Media Relations Manager Job Description: 

In the Media Relations Manager position, a staff member will be responsible for assisting and managing the public relations, content marketing, digital media, account services and/or strategy for clients. This position requires fully developed specialty skills, a strong understanding of the public relations industry landscape and an understanding of client priorities and objectives. 

Main Responsibilities – General: 

  • Serve as the account strategist/lead and oversee/play a clear leadership role on media relations client accounts.
  • Display a strong understanding of and effectively communicate Ghidotti’s service offerings to existing clients. 
  • Successfully supervise at least one junior staff member, including providing guidance on their professional growth.

Main Responsibilities – Media Relations: 

  • Develop strategic media relations plans, direct management and outreach for client accounts with the supervision of Senior Leadership.
  • Perform with Senior Leadership to prepare a plan for strategic crisis communications.
  • Manage and facilitate the execution of media relations outreach for special events, programs and major initiatives.
  • Perform as spokesperson and coordinates official responses to media inquiries.
  • Conduct media training with clients in preparation for external media interviews. 
  • Support framing and development of main message points for better positioning prior to media interviews.
  • Prepare speeches, talking points and varied communications materials assisting client spokespersons.
  • Write pitches, backgrounders, press releases, key messages and blog posts.
  • Manage and monitor reporter hotline, client media relations calendar, metrics, media relations processes and press release approvals.
  • Propose ideas proactively for media pitches to stimulate media coverage.
  • Consistently pitch stories and secure strategic media placements assisting client reputation and business goals.
  • Manage and supervise media events along with initiatives defining company stories.
  • Identify proactive stories for trade, business as well as consumer media across multiple client industries.
  • Develop and maintain close media relations to improve press efforts.
  • Identify brands promoting opportunities and improve awareness of services and products.

Main Responsibilities – Client Strategy: 

  • Develop or oversee the visual content creation for client materials, including e-newsletters, website content, digital campaigns (webinar/live stream events), etc.
  • Demonstrate a clear track record of leading brainstorms and providing and implementing creative ideas for proposals, presentations, etc.
  • Continually provide new and ‘fresh’ ideas for new business proposals and current clients’ PR campaigns.

Apply for this open position by emailing Bethany Siems at bethany@ghidotti.com.

 

Rock Star Environment

We strive to create a fun, engaging atmosphere where high fives, chicken minis, and celebrations are commonplace. We lift one another up, honor achievements and reward hard work.

  1. Professional Enrichment

    Whether instructor-led, web-based or sharing during Fireside Friday, we are always learning more!

  2. Community Engagement

    We love the state of Arkansas. Our team enjoys outings to locally-owned businesses and pride ourselves on community involvement. In addition, employees are often offered free tickets to community events to get out and enjoy life with friends and family.

  3. Team Building

    Quarterly adventures for the team!

  4. Winter Recess

    We shut this place down at the holidays so we can all rest, relax and reinvigorate for the new year.

  5. Summer Fridays

    We get an early jump on the weekend every Friday during the summer.

  6. Volunteer Time Off (VTO)

    Along with your PTO, you also get VTO to use to support your favorite charity or organization.

Does this describe you?

Apply for one of our open positions or just send us an email letting us know why you should be part of this Rock Star team. Email bethany@ghidotti.com.