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Media Toolkit

iStock_000010849371Medium NEWS.jpgAssisted Living is an increasingly important service for our elders, their families, and caregivers across our nation. The NALW planning guide can assist in promoting your community’s services through your support of NALW.

Suggestions include developing news releases, media kits, letters to the editor or op-ed pieces, proclamations, and social media posts that highlight NALW and the services you offer in your assisted living community.


News releases are used to alert the local media of significant events, issues, services, programs, awards, and other events. Send a release to your local news editors and reporters, especially those who have previously covered your assisted living residence, on the day of a big NALW event.

Tip: To encourage press to cover the event, invite reporters at least three days before to ensure they are able to attend. Follow up with a phone call if you don't hear back.

>>Download a sample news release
>>Download a sample invitation letter



A media kit about your assisted living community serves as a quick reference or “background” for the local reporters who provide coverage of your facility during NALW. Elements of the kit can include information about your assisted living community, the services you offer, its role in the larger community, and a schedule of special activities you are offering in honor of NALW.

Tip: Remember to include a letter of introduction that provides an overview of the media kit and the contact information for your assisted living community’s marketing representative.



These short articles provide greater control over the content of your message, as they can be authored by your community’s administrator or executive director. Share how your assisted living community helps nourish lives with your local newspaper and magazine editors.

Tip: Most newspapers set a word limit on letters to the editors. Check the requirements before sending to ensure your letter will be accepted.

Tip #2: Consider asking a family member of a resident to submit a letter to the editor about the great care you provided their loved one.

>>Download a sample letter to the editor



Proclamations are a great mechanism to have your locally elected officials visit your community. Invite your governor, mayor or city council members to issue the proclamation in honor of NALW.

Tip: You can invite them to visit the community on Grandparent’s Day, September 13.

>>Download a sample proclamation



Post items throughout NALW on your assisted living community’s website and/or social media channels. Share photos and videos of unique events, or highlight resident stories (with their authorization). Use the hashtag #NALW on channels like Facebook, Twitter and Instagram to feed into the national conversation.

Tip“Like” NALW on Facebook to see what others around the country are doing.

>>Download sample social media posts