8:30-9:30 a.m

64-G. Maintaining Stakeholder Trust in Times of Change

How do senior living communities maintain the trust of residents, families, staff, supporters, and partners while navigating significant organizational change? This session will demonstrate how a positive public relations initiative can help. Presenters will showcase a Pennsylvania-based retirement community that formed a holding company, became a subsidiary of that company, and then took an entrepreneurial approach to spinning off a staffing agency and home healthcare service. They will explain how the community crafted and executed a communications campaign that introduced the new entity to stakeholders while addressing their potential confusion and fear. You'll return home with a checklist of communication materials you should develop when facing a significant change.

• Mike Gross, President, AKCG - Public Relations Counselors — Glassboro, NJ, USA
• Kevin DeAcosta, President & CEO, The Highlands at Wyomissing — Wyomissing, PA, USA