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The Fremont Public Association, Seattle nonprofit

YWCA, non-profit in Seattle

The Healthy Aging Partnership, nonprofits for elderly

Municipal League of King County, Seattle nonprofit

The Kenney Presbyterian Retirement Community, nonprofit services for seniors

The University of Washington Office of Development, non-profit in Seattle

Odessa Brown Children Clinic, nonprofit service for children

Washington Association of Housing and Services for the Aging, Seattle non-profit for senior services

The Children's Museum

Neighborhood House

Work for Other Great Clients, nonprofit organization s in Seattle

Case Study: Washington Association of Housing and Services for the Aging

Development, 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.

The objective: Improve the image of WAHSA member organizations and of long-term care and aging.

The strategy: Use a community-based approach, providing each individual member organization with the tools and strategies to improve their image within their individual communities.

The tactics: Created 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: Partnerships - 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.