What is a newspaper article worth...it's priceless to paraphrase the tv commercial.
In my morning newspaper a senior community was featured today and the reporter wrote about weekly pet visits from companion dogs.
A heartwarming picture accompanied the article. This article will to be remembered by families whose love ones live at the community, staff, and residents. They will talk about today and for months to come.
By comparison, another senior community ran a 1/4 page ad with the typical headline related to choice and pictures of a senior and a desert.
Which will have the greater retention? The article about pets will far exceed recall. Articles have a 70% greater retention rate than advertising which must rely on on-going exposure to net results.
The pet article is an excellent example of a community have a 'nose for news' and finding something that would appeal to a reporter.
We recommend brainstorming with activity directors and leasing teams for these tidbits. They are well worth the investment in public relations opportunities.
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