Celebrate Assisted Living Month Through The Magic of Music! September 7-13, Communications Resource Guide

Transcription

1 Celebrate Assisted Living Month Through The Magic of Music! September 7-13, 2014 Communications Resource Guide For several years, the Empire State Association of Assisted Living (ESAAL) has been working with state policymakers and local communities to help prepare for demographic changes that are giving rise to an extraordinary demand for a variety of long-term care services. According to the National Center for Chronic Disease Prevention and Health Promotion, the growth in the number and proportion of older adults is unprecedented in the history of the United States. Longer life spans and aging baby boomers will combine to double the population of Americans aged 65 years or older during the next 25 years to approximately 72 million. By 2030, older adults will account for roughly 20 percent of the U.S. population. In New York, the most rapid population growth in the last decade has occurred among the older and frailest population groups. In fact, New York s population of people 85-and-older is projected to double by We have developed this resource guide as a way of continuing to educate our communities about New York s future needs and how licensed assisted living and adult homes are viable long-term care options. As you browse through it, you will notice communications components designed to help you achieve greater public awareness and support of your residence. The guide incorporates the 2014 National Assisted Living Week theme The Magic of Music to garner additional message recognition and enhance the National celebration. The Magic of Music showcases the integral role that music plays in our lives. For those living with Alzheimer s disease or other forms of dementia, music has proven to open doors that have long been closed. According to the Alzheimer s Association, using music as a therapeutic tool can increase cognitive function, reduce agitation and improve behavioral issues. The following are ideas on how to garner positive media and public consideration during New York s Assisted Living Month and National Assisted Living Week.

2 Making Assisted Living Month Activities Newsworthy If you are planning a major event, consider announcing it during Assisted Living Month. The additional hook will help draw media and public attention. Some ideas include: A major construction project. Are you breaking ground on a new addition, or planning a new amenity? This is also a great opportunity to discuss the importance of being properly licensed! A ribbon-cutting ceremony on a renovated wing or new residence designed for seniors qualified for the Assisted Living Program. Announcing special visitors, such as therapy pets, musical groups, artists, local veterans, etc. Invite a local lawmaker or the New York Office for the Aging director to tour your facility, which just received an Enhanced Assisted Living Residence certification. Consider awards and/special recognition events for staff and volunteers such as highlighting the staff of a state-of-the-art dementia care facility. A Meet and Greet, Open House or Facility Tour, inviting the public, media and non-members of the association to a residence to highlight the Enriched Housing Program.

3 Communications Tools - Proclamation Assisted Living Month - September 2014 Whereas, the growth in the number and proportion of older adults is unprecedented in the history of the United States; Whereas, longer life spans and aging baby boomers will combine to double the population of Americans aged 65 years or older during the next 25 years to about 72 million; Whereas, in New York, the population of persons aged 85-and-older is projected to double by 2030 (from 311,488 in 2000 to 621,771); and Whereas, access to quality, affordable long-term care has never been more important or necessary, especially for those who need extra help with daily living tasks, such as taking medications; and Whereas, assisted living is an intelligent, cost-effective option for nearly one million individuals, and where in New York the average daily cost for assisted living is considerably less than the average daily cost for accommodations in a nursing home; and Whereas, New York s licensed residences, adult homes, enriched housing programs, and assisted living residences offer comfortable home-like atmospheres where senior residents can develop friendships, participate in meaningful activities and enjoy healthier, safer and happier lives; and Whereas the National Center for Assisted Living has developed and sponsors National Assisted Living Week September 7-13, 2014, and for this year s observance, The Magic of Music, showcases the integral role that music plays in our lives as well as for individuals with Alzheimer s disease or other forms of dementia, music often has a soothing effect and can trigger memories long dormant; and Whereas, assisted living communities all across New York are committed to giving their residents the tools necessary to live their lives to the fullest extent; and Now, Therefore, I, Andrew M. Cuomo, Governor of the State of New York, hereby proclaim September 2014 as Assisted Living Month in the Empire State and encourage all citizens to learn more about assisted living services and how they benefit our citizens and our communities.

4 Communications Tools - News Advisory (INSERT COMPANY LOGO) FOR IMMEDIATE RELEASE: (INSERT DATE) Contact: (INSERT NAME) (INSERT PHONE NUMBER) (INSERT ADDRESS) Assisted Living Month, September 2014 WHAT: To commemorate Assisted Living Month, September 2014, (INSERT ASSISTED LIVING COMMUNITY S NAME) will host an open house on (INSERT DAY, DATE), for the residents of (INSERT TOWN). Information regarding what to look for when selecting a licensed assisted living residence, a tour of the community, and refreshments will be provided. (INSERT FACTS ABOUT YOUR SPECIAL EVENT(S). Families and visitors will learn about the care and services provided at the community, meet staff and residents, and better understand New York s stringent licensing requirements. WHO: (INSERT HOST NAME) will host the open house. (INSERT NAME), (INSERT TITLE), of (INSERT COMPANY) will be a guest speaker on what to look for when choosing a licensed assisted living community to meet your (or your loved one s) special needs. WHEN: (INSERT DAY, MONTH, YEAR) at (INSERT TIME, DATE) WHERE: (INSERT NAME OF ASSISTED LIVING COMMUNITY, NAME OF BUILDING) (INSERT ADDRESS) (INSERT PHONE NUMBER) ###

5 Communications Tools - News Release (INSERT COMPANY LOGO) FOR IMMEDIATE RELEASE: (INSERT DATE) Contact: (INSERT NAME) (INSERT PHONE NUMBER) (INSERT ADDRESS) September is Assisted Living Month (City) (community name) will (host/sponsor) a series of events developed to bring together residents, families, employees, volunteers and the surrounding community to celebrate Assisted Living Month. This year s National Assisted Living Week theme, The Magic of Music showcases the integral role that music plays in assisted living residences every day. The transformational effect of music continues as individuals age and can provide joy, comfort and, in some cases, memories experienced long ago. The powerful connection that music provides to residents, team members, volunteers and families will be celebrated throughout National Assisted Living Week through events, celebrations and more. We are going to celebrate our residents creativity and marvel at what they have accomplished throughout the years, said (administrator or another community leader name, title, and community name). New York s month long celebration is a demonstration of the commitment assisted living professionals feel when providing care and services to residents in their licensed communities. Some of the week s special events include: (Name of event) (Date) (Time) (Sentence describing event) (Name of event) (Date) (Time) (Sentence describing event) (Name of event) (Date) (Time) (Sentence describing event) Assisted Living Month is a celebration sponsored by the Empire State Association of Assisted Living, Clifton Park. (Name of community) is a (number)-unit assisted living community located in (City), (State). For more information on licensed assisted living residences and programs, visit (Optional- include facility description here)

6 Communications Tools - Media Kit A media kit about your adult home, enriched housing program, assisted living program or assisted living residence serves as a quick reference or background for local reporters covering Assisted Living Month events. Elements of the kit can include information about your residence, services offered and the associated fees, its role in the larger local community, and a brief schedule of special activities you are offering in honor of Assisted Living Month. Remember to include a letter of introduction that provides an overview of the media kit and the contact information for your residence s communications representative. Additional materials may include: Residence brochures A list of the governing authority members and key staff Complimentary letters or testimonials about the residence from families and residents. (Be sure to black out personal information such as name and addresses to ensure their privacy unless you have written permission to use the information.) Photos Fact sheets (see example below) Legislative priorities (see sample talking points on the importance of licensing) News advisories and releases Fact Sheet A fact sheet is a single page, bulleted list dedicated to information on one topic, such as a residence. Fact sheets can stand on their own or be included as part of a press kit. Please review the example fact sheet below. CORNING PLACE RESIDENCE FACT SHEET Created: June 2012 Licensed by the New York State Department of Health Total Number of Rooms: 32 Private Rooms: 28 Shared Rooms: 4 Size of Residence: 25,000 square feet Full Time Staff: 54 Part Time Staff: 18 Year Est.: 1953 Owner: Deborah Kirk Special Services: Memory impairment care Amenities: Restaurant style dining, beauty salon, billiard hall, cinema Transportation: Daily transportation to physicians appointments, shopping, local attractions and events Housekeeping: Daily Laundry: Daily Meals: Professionally prepared by in-house chef, nutritionally balanced Activities: Fitness, painting, music, cooking, discussion groups, outings, computer instruction Safety: Hand rails, pull cords, sprinkler system, 24-hour staffing

7 Communications Tools - Letter To The Editor/Op-Ed Submission These tools provide greater control over the content of your message. Send them to your local newspaper and magazine editors with a brief cover citing why the submission is relevant and asking that it be published. Celebrate September as Assisted Living Month Sample Letter to the Editor To the Editor: On Monday, Sept. 1, New York s more than 275 assisted living, adult home and enriched housing facilities will kick off Assisted Living Month in New York by hosting events that will feature the National Assisted Living Week (NALW) theme, The Magic of Music. We will hold an open house for prospective volunteers and the general public on (INSERT DATE) at (INSERT COMMUNITY NAME). We invite you the community at large to join us in celebrating residents lives and thanking volunteers, family members, staff and others at one of our Magic of Music events. The Magic of Music showcases the integral role that music plays in assisted living residences every day. The transformational effect of music continues as individuals age and can provide joy, comfort and in some cases, memories long ago experienced. The powerful connection that music provides to residents, team members, volunteers and families will be celebrated throughout National Assisted Living Week through events, celebrations and more. We are going to celebrate our residents with music and marvel at what they have achieved over the years. To learn more about our open house contact (INSERT CONTACT NAME) at (INSERT PHONE NUMBER, or WEB ADDRESS). Join us and the more than 25,000 New York seniors in assisted living, adult home or enriched housing communities who are creating celebrations for all to enjoy.

8 Legislative Visits State and local legislators visiting your residence is, by far, one of the best ways for them to understand, appreciate and support your residence and draw media attention. But how do you get them there? Here are a few tips to successfully schedule a legislative meeting. Knowing your Legislator Be sure to contact the legislator that represents your residence. Legislators, especially state legislators, are extremely busy, but they like to meet with constituents in their districts. To find out who represents your residence, please visit: New York State Senator: New York State Assembly Member: When contacting your local legislator, be sure to contact their district office. Especially during the summer months, legislators will be in the district office much more than their Albany office. Getting on the Schedule If you are hosting a specific event and you would like the legislator to attend, give them plenty of advanced notice. If you would like the legislator to visit, but you are not wedded to a specific day, be flexible. When contacting the legislative office, you will likely be working with the scheduler. It is helpful to provide them with a few dates and times that work. Be patient, but firm, that you want the legislator to visit. Legislative staff may have to attend because of scheduling conflicts, but your flexibility will go a long way to ensure the representative will attend. When scheduling an appointment, be sure to arm yourself with specific information about your residence. Of most importance: Why do you want the legislator to visit? How many residents do you serve? Where are your residents from? How many employees work in the residence, and where are they from? How long has your residence been open, and What is unique about your residence? NOTE: be prepared to have an appointment request document to fax to the office. For more information please see: Corning Place Residence Fact Sheet. Follow Up! Legislators are busy; schedules are hectic and sometimes even agreed-to appointments are unfortunately canceled. Call the legislator two weeks before the event to ensure he or she is still attending. Call again two days before to again verify it s on the legislator s schedule. Also, be sure to let the scheduler know parking and directions details. Be Patient and Polite If the legislator is unable to attend, make a new appointment. Your patience will go a long way, and the scheduler and legislator will be very appreciative.

9 Website Options Post items about National Assisted Living Month events and information on your website. Contact other local community organizations that may want to provide links from their websites to yours, and vice versa. Examples include your local civic organizations, community groups, senior organizations, health care organizations and consumer groups. For additional promotional tips, please review the Member Publicity Tool Kit on the ESAAL website at in the Members Only section. Also, please feel free to contact Deborah Fasser or Paul Larrabee at This Assisted Living Month Communications Resources Guide is produced by the Empire State Association of Assisted Living and Corning Place Communications. To learn more about ESAAL and its mission, please visit Empire State Association of Assisted Living 646 Plank Road, Suite 207, Clifton Park, NY (518)