8:30-9:30 a.m

61-D. Master the Art of Storytelling to Shape the Media Narrative

Public relations professionals in aging services play two roles when sharing stories about their organizations with the media: they communicate relevant facts to reporters and assist those reporters in crafting compelling narratives that bring those facts to life. This session will introduce LeadingAge members to the art of storytelling. A panel of reporters and communications experts will help you understand journalistic concepts and public relations strategies. You'll learn how to generate story ideas about your organization, pitch those ideas to the media, and engage with reporters. You'll also gain tools and tactics to help you navigate damaging media storms or ride the exhilarating waves of favorable coverage.

• Lisa Sanders, Vice President, Communications and Media Relations, LeadingAge — Washington, DC, US
• Colleen Knudsen, Director, Communications & Media Relations, LeadingAge — Washington, DC, US
• Lindsay Hutter, Chief Strategy & Marketing Officer, Goodwin Living — Alexandria, VA, US
• Marilyn Schairer, Reporter/Producer, WGBH News — Boston, MA, USA