8:30-9:30 a.m

64-D. Turning Stories into Sales: How Media Coverage Can Help

Senior living professionals are familiar with traditional sales tactics but often lack experience using earned media as a strategic touchpoint with prospective residents. This session fills that knowledge gap by introducing a communication approach that builds relationships with prospects through media coverage that validates a community's strengths, highlights resident experiences, and reinforces trust at key decision points in the prospect's decision-making journey. Presenters will teach you the fundamentals of developing strong story ideas, pitching them to the media, and integrating media coverage into sales strategies. You'll take home tools to help your community kick-start or enhance its media relations programs, improve conversions, and accelerate prospects' decision-making.

• Laura Jones, Vice President, Sales and Marketing, Pinnacle Living — Glen Allen, VA, US
• Angelica Flynn, Vice President, AKCG - Public Relations Counselors — Mount Laurel, NJ, USA