As October 11, 2024, neared, Diana Collins, community communication director at LeadingAge member Rowntree Gardens, was armed with a phone and a story pitch. The planning for a celebration of the community’s 15 centenarian residents was nearing completion—and she was determined to ensure that the happy news went beyond her life plan community’s boundaries. Local TV stations and online sites, she was sure, would be intrigued by the incredible stories of these residents, ranging in age from 100 to 107.

One of her biggest challenges in getting press attention was knowing who to ask.

“I started by getting my press release ready,” Collins explains, “then went online to find where to submit it.” She located a story submission form on one local media outlet’s website, but for the others, it was hard to know where to send anything that would be noticed.

She turned for help to Bill Lovelace, a pet therapist who visits the community—and has a background in TV news. “He got me a list of assignment desk emails and phone numbers,” Collins says. She also accessed media contacts with help from the Council on Aging–Southern California, the Long-Term Care Ombudsman Program for five surrounding counties, which had helped the Rowntree activities staff create the centenarian celebration.

After identifying media contacts, Collins says, she narrowed potential contacts even further. “There’s Los Angeles, where the local news stations are headquartered,” she says, “but we’re in Orange County.” She found the name of one station’s staffer who was assigned to Orange County stories, and reached out directly via email and Facebook messaging.

Insistence on Persistence

Even with a list of contacts, getting a response can be a challenge. Frequent outreach pays off, she says. “I sent the release probably three times to each outlet, and would call the desk often to remind them of the release and ask if they could come. They would almost always respond by saying, ‘We have it on the calendar, but we just don’t know if we’ll be able to make it.’”

Persistence is key. Outlets, she says, “get hundreds of contacts, so you need to follow up and follow up. At the very least, your name will be out there.”

On the celebration day, “I didn’t know if anybody was coming, and I was so nervous,” she recalls. But her hard work paid off: Representatives from three television stations and a local newspaper showed up for  the event. Coverage ultimately included a local news story from CBS affiliate KCAL, another from NBC affiliate KNBA (not available on the web), and an Orange County Register article.

Her advice to other providers seeking media attention is to “just keep trying, even if you don’t think your outreach is working.”

Rowntree Gardens’ own coverage includes an entertaining video of interview clips from the residents, a press release, and a Facebook post. The organization believes in multiple channels to promote activities and resident stories. Its YouTube channel has featured videos on activities such as residents’ Dream Flights, outdoor events, podcasts, and more. Rowntree also subscribes to HeartLegacy, a company that produces customized videos for aging services providers, enabling production of up to two videos per month. Collins is also active on social media, posting up to three times per week, mainly on Facebook but also Instagram and LinkedIn.

Interested in more resources on gaining media coverage and managing public communications? Use our free-to-members How to Shine in the Media Spotlight LearningHub resource or view our webinar, Crisis Communications: Messaging Negative Publicity, to learn more.

Photo: Rowntree Gardens residents June Barthol (107, wearing a hat) and Ellen Lewis (100, in blue) are interviewed for local NBC affiliate KNBA at the Centenarian Celebration on October 11. Photo courtesy of Rowntree Gardens.

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