Study: Washington Association of Housing and Services for the Aging
writing, and promotion of a comprehensive notebook of PR strategies
and tactics designed to raise the image of WAHSA member organizations
in their communities.
The client: WAHSA is a statewide
association of not-for-profit nursing homes, retirement communities,
and other long-term care and housing providers in Washington state.
Improve the image of WAHSA member organizations and of long-term
care and aging.
a community-based approach, providing each individual member organization
with the tools and strategies to improve their image within their
an "Image Kit" consisting of a comprehensive notebook with step-by-step
guidelines and activities. The Kit comprises a total of more than
100 pages organized in 10 sections covering:
- Tab 1:
Public Relations Plan -
An action-oriented plan that encompasses all the different elements
an organization might use in enhancing its image.
- Tab 2:
Community Relations -
Suggestions for building relationships with the community, including
an initiative to position each organization as "the trusted resource
on long-term care."
- Tab 3:
Opinion Leaders - Ways
to deal with influential community members.
- Tab 4:
Media Relations -
How to access the news media for positive PR.
- Tab 5:
Advertising & Web Sites - Guidelines for when and how to use
paid advertising and the Web, including sample newspaper and radio
ads and information on participating in a new Coordinated Advertising
Program for WAHSA members.
- Tab 6:
Employee Relations -
Ways to work with staff to help ensure that they are effective,
positive communicators about long-term care and their workplace.
- Tab 7:
Resident/Client/Family Communications -
Methods for involving clients, residents, and their families in
community relations and PR.
- Tab 8:
Tips for generating money-making partnerships.
- Tab 9:
Crisis Communications -
A plan to ensure that organizations are ready to communicate effectively
in the event of a crisis.
- Tab 10:
Action Plans - A spot for your own work-planning documents
and materials you use to implement your image campaign.