10 tips for working with the media

I had the pleasure of participating on a panel last week at the Florida Senior Living Association’s annual conference in Orlando.

John Moschner, CEO of SenCare Management/Grand Villa Senior Living Communities; Damon Thomas, vice president of operations for Providence Senior Living; and I discussed how senior living communities can work with the media, particularly during times of crisis. Mary Sue Patchett, FSLA chair emeritus and a 2021 McKnight’s Women of Distinction Hall of Honor inductee, moderated.

Mary Sue was a pro at moderating, and it’s obvious that John and Damon have mastered crisis management. I thought others might benefit from some of the information I shared from the perspective of the media. So here are 10 tips for working with the media, in crisis situations and other times, too—positive or negative.

1. Saying “no comment” or not returning a reporter’s phone call or email doesn’t mean that the media outlet won’t do a story. What it means is that if it does a story, it won’t have your perspective in it. Always try to answer media inquiries, and as quickly as possible.
2. Ensure that your website includes contact information. If you have separate instructions for media, include them there, and make them easy to find. Try to have a contact option for media other than an online form designed for prospective residents, especially a form that requires users to select a particular community to correspond with—media inquiries may not go to the right place, or they may be delayed in reaching the intended recipient, postponing your chance to respond.
3. Make sure the person who answers your phone and emails, or staffs your reception desk, knows how to respond if a request from the media comes in.
4. Do not delay. Today’s media have a very quick turnaround for stories. Respond as soon as you can.
5. If you anticipate that you may get media inquiries about a specific event, prepare a response(s) in advance so that you’re ready to comment. And when it comes to routine matters, do not send out a press release without having someone available to answer questions from the media.
6. Respond to all major inquiries. Just don’t pick and choose the outlets you want to respond to. Aim for your perspective to be read or heard by anyone doing a story as well as anyone consuming that content.
7. For major stories, consider posting a statement on your website and/or social media, and updating it as needed.
8. You may be limited in how you can respond to a media inquiry, but you probably can say something. For instance, you may be able to express disagreement with a lawsuit’s claims, say that you are unable to comment on pending litigation, or express sympathy for a resident who died or was injured, without saying much else.
9. Don’t put out a press release and assume people will see it. Try to send it directly to the people you want to be sure see it, and follow up with an email or a phone call.
10. When you’re speaking with a member of the media, understand that person’s understanding of on the record, off the record, and background. If an interview is on the record, then anything you say can be used in an article (and if you don’t say whether or not it’s on the record, the default assumption is that it is on the record). For off the record and background conversations, generally, media members will see these to mean not to quote you, and maybe not even to say that the information came from a spokesperson without naming that person. There are nuances, however, so check with the person interviewing you to try to avoid any surprises later.

McKnight’s Senior Living is a business-to-business media outlet, and our purpose — informing our audience and helping them succeed — may be different from that of general mainstream media. It’s a good idea to seek legal and public relations counsel for advice appropriate for your particular circumstances. But providers are doing so much good work — it’s important to get the word out!

See the articles in “Related articles” below to see how some senior living providers have responded in crisis situations—and how they have shared those responses with the media.

Lois A. Bowers is the editor of McKnight’s Senior Living. Read her other columns here. Follow her on X (formerly Twitter) at Lois_Bowers.