At AKCG, we work with senior living communities throughout the country.

This isn’t hyperbole – we literally do everything from work with what many would term traditional senior living organizations in the Philadelphia area to a pair of progressive Zen-inspired communities in California.

One overriding trend that we are noticing is communities are making an intentional effort to position themselves differently. They are trying to demonstrate that they are, in essence, not your grandfather’s retirement community.

For example, one operator we work with has modeled itself as a luxury resort with on-site amenities such as a med spa and live musical theater.

Then there is our partner whom we mentioned earlier – the one that is opening Zen-inspired locations in California. They emphasize a unique selling proposition of a lifestyle that stresses sustainability, mindful living and vegetarian dining options.

When you consider the changing demographics of our country – in 10 years, the Census Bureau projects that there will be more seniors in America than children – it makes sense for senior living to remake its image.

There is still a stigma in society that suggests moving into a senior living community means defeat in some way, namely that one can no longer care for oneself at home.

We debunk that myth.

Counteracting that negative image is part of our communications approach. We say, in effect, that moving into senior living is a lifestyle choice – an exciting new beginning.

Senior living may continue to seek new images, especially when you consider our nation’s changing demographics.

The pool of potential senior living residents is growing larger, which means an expanded potential market for our clients.

Meanwhile, anytime there is intensified competition in any business, companies try different things to stand out.

Another challenge we encounter is the shrinking media news hole.

As a public relations firm, we have to compete harder than ever to win the attention of journalists. This is the result of media consolidation.

Print and electronic media staff are getting smaller, meaning our story suggestions to reporters must truly hit the mark. Angles have to be sharp. Relationships with reporters need to be in place.

In this media environment, AKCG is embracing our philosophy of PEARLS (person-centered, eccentric, accessible, refreshing, local and shareable), which, in essence, stresses story ideas that focus on colorful people – residents whose personalities and backstories can drive feature coverage.

For example, it may no longer be enough to promote a senior’s 100^th birthday. But, if the 100-year-old has a key to longevity – a daily routine that keeps them going, for example – we weave that into the media pitch.

After all, a good people story never goes out of style.