Families Talk. Staff Talk. The Media Definitely Talks.

In senior living, trust is the foundation of everything. When a resident moves in, families place their confidence in the people and processes behind the community’s doors. They expect consistent care, transparency, and communication. But too often, communities wait until they are in the middle of a crisis before deciding how to talk about it.

Whether it is a negative review, a family concern, or a news story gaining traction, how a community responds publicly and privately can influence its reputation far more than the event itself.

Reputation Is a Central Factor in Senior Living

Reputation plays a major role in a family's decision to move a loved one into a senior living community. In a 2023 survey from BrightLocal, 98 percent of consumers reported reading online reviews for local businesses, and 87 percent said they would only consider a business with a rating of three to five stars. These numbers are even more relevant in senior living, where safety, dignity, and well-being are deeply personal concerns.

According to the National Library of Medicine, online reviews are increasingly common in long-term care settings. These reviews offer a promising source of insight into resident and family satisfaction, particularly for assisted living communities that lack formal public reporting structures. A recent study found several significant associations between online ratings and community, county, and state-level factors, suggesting that online feedback may serve as a valuable source of information for both consumers and policymakers.

In an industry where many communities offer similar amenities, reputation often serves as the primary differentiator. A single online post or news article can damage years of hard-earned credibility if it is not addressed quickly and effectively.

Crisis Can Emerge in Everyday Moments

Not all crises in senior living are dramatic events. In many cases, the situation begins with something small. A family member voices a concern in a Facebook group. A photo circulates without context. A former employee posts about their experience on social media. A survey citation is published before the administrator has a chance to respond.

Each of these examples carries the potential to shape public opinion. Because of the emotional and often permanent nature of senior care decisions, families and referral sources tend to be cautious. If they sense instability or miscommunication, they are likely to look elsewhere or raise concerns more aggressively.

In the 2022 AARP Home and Community Preferences Survey, nearly 69 percent of adults over the age of 50 expressed concern about the quality of care in assisted living and nursing homes. This environment of heightened scrutiny means that any misstep—or silence—can lead to lasting consequences.

Common Gaps in Communication Response

When a concern becomes public, the way a community responds speaks volumes. Many providers, despite their experience and commitment, find themselves unprepared to address the situation clearly and confidently. Some common gaps include:

Unclear internal communication. Frontline staff may be unaware of a situation or unsure how to respond to questions from residents and families.
Delayed response. Leadership may take too long to approve a statement, allowing speculation and misinformation to spread.
Inconsistent messaging. Different departments or individuals may give conflicting explanations, creating confusion or mistrust.
Avoidance. Hoping that a concern will fade away on its own can be seen as evasiveness, especially if the issue involves resident safety or staff behavior.

Each of these challenges can be mitigated by developing a communication plan in advance, with protocols tailored to the senior living environment.

What a Crisis Communication Plan Should Include

A crisis communication plan is not simply a public relations document. It is a practical, internal tool that helps a community stay aligned and focused when pressure is high. Key components include:

Defined roles and responsibilities. The plan should identify who will take the lead on internal and external communication, who will approve messaging, and who will respond to media or public inquiries.
Clear internal communication paths. Staff need to be informed quickly and clearly about what has happened and how they should respond to questions. This builds confidence and reduces the spread of rumors.
Templates for common scenarios. Prewritten statements for events such as health outbreaks, injuries, or negative reviews can be quickly adapted and released. These statements should be factual, empathetic, and easy to understand.
Coordination with legal and compliance teams. Ensuring that communication does not create liability is important, especially when dealing with protected health information or personnel matters.
After-action review. Once a situation has passed, leadership should assess how the communication was handled and make adjustments to the plan based on what was learned.

Internal Culture Impacts External Messaging

A strong crisis communication plan cannot compensate for a weak internal culture. Staff are often the first to hear concerns, and their response sets the tone for how residents and families interpret an event. When team members feel supported and included, they are more likely to stay calm and reinforce the community’s message.

Psychological safety, transparency, and regular training all contribute to a workforce that can respond with clarity. According to research published in the Harvard Business Review, teams with higher levels of psychological safety are better equipped to respond to crisis situations and are less likely to experience internal breakdowns in communication.

For leadership, this means that culture and communication go hand in hand. Communities cannot expect staff to deliver confident messages externally if they are unsure of what is happening internally.

The Media Environment Has Changed

Communities are no longer just responding to traditional reporters. Families are now their own media channels, using Facebook, TikTok, YouTube, Instagram, and Google reviews to share their experiences in real time. Often, these platforms are where a story breaks...not where it ends.

When a concern is shared publicly, even if unintentionally, silence or delay can give the impression that leadership is unaware or unprepared. A 2021 Pew Research Center report found that 53 percent of adults in the United States get their news from social media at least sometimes. This means that even small events can become widespread in hours if the initial response is not timely and grounded.

Senior living providers must be ready to respond not only to journalists, but to the broader online community. This requires a tone that is both professional and personal. Responses should express concern without admitting fault prematurely, and they should focus on the actions being taken to ensure safety, clarity, or resolution.

Preparing Now Protects Your Community Later

Effective crisis communication is about trust. Families want to know that if something goes wrong, their loved ones will still be safe and respected. Staff want to know if they will be supported. Referral sources want to know their professional reputation is not at risk for recommending your community.

Waiting until something goes wrong to build a plan puts all of that at risk. Crisis moments are not the time to draft policies or decide who should speak for the organization. The time to prepare is before it is needed.

Communities that invest in communication planning tend to respond faster, reduce confusion, and recover more quickly. They also create a culture of openness and accountability that serves them well even outside of crisis moments.