Tag: media relations

Artificial intelligence is rapidly changing the way consumers search for information, evaluate options and make decisions online. As AI-powered platforms like ChatGPT, Gemini, Claude and Perplexity become a larger part of the consumer journey, senior living organizations are beginning to ask an important question: How do we ensure our brand gets found, cited and recommended?

That was the focus of a recent session of Varsity’s weekly Roundtable featuring Jeremy Freeman, Zack Collevechio, and Dave Shoffner. The trio explored how AI is reshaping paid media, website content and public relations, while sharing practical strategies senior living organizations can use to build visibility and credibility in an increasingly AI-driven search environment. Below are a few Fresh Perspectives from their discussion.

BRAND STRENGTH IS BECOMING A COMPETITIVE ADVANTAGE

As AI helps consumers narrow their options more quickly, trusted and recognizable brands are more likely to be surfaced and recommended. Future visibility may depend less on who ranks highest and more on who has established credibility, awareness and authority in the marketplace.

FEWER CLICKS DOESN’T NECESSARILY MEAN LESS OPPORTUNITY

As AI provides answers directly within search results, website traffic may decline. However, those who do click through are likely to be further along in the decision-making process and more qualified. Success may be measured less by traffic volume and more by the quality of engagement and leads generated.

FIRST-PARTY DATA IS GROWING IN VALUE

Clean CRM data, audience insights and customer information are becoming increasingly important as AI-powered targeting and recommendation systems evolve. Organizations that invest in their data infrastructure today will be better positioned as AI becomes more integrated into marketing and consumer decision-making.

EARNED MEDIA MAY MATTER MORE THAN YOUR WEBSITE

While websites remain important, most AI citations come from third-party sources such as news coverage, industry publications, research, Wikipedia and community-driven platforms. Building credibility outside your own channels is becoming a critical part of AI visibility.

AI IS REWARDING AUTHORITY, NOT JUST CONTENT

Organizations that provide expertise, perspective and context are more likely to be cited than those simply publishing information. As AI helps users understand the bigger picture, thought leadership and trend-focused content are becoming increasingly valuable.

THE BEST AI STRATEGY MAY BE BETTER COMMUNICATIONS

One of the most encouraging takeaways is that organizations do not need to reinvent their marketing strategy. Media relations, thought leadership, speaking opportunities and strong content remain some of the most effective ways to build both human and AI credibility.

QUOTES

“We take seriously our role of keeping providers informed and helping them make a difference in their work.” (Kimberly)

“The industry needs to find a way to address the discrepancy between supply and demand. There’s just not enough supply right now.” (Kimberly)

“Providers need to be careful that the tech they adopt will solve the issues they’re facing. Don’t be tempted by the latest shiny object and be sure to do due diligence.” (Kimberly)

“What I find surprising is how quickly people will believe whatever they read online if it fits into their belief system.” (Kimberly)

“A healthy dose of skepticism is critical these days.” (Kimberly)

“Our writers have to write three stories a day, five days a week. I don’t have time to read a long, drawn-out pitch before I get to what you’re actually pitching. Get to the point right away.” (Kimberly)

“If you’re going to send me something under embargo, have someone available to talk about it immediately. If you’re not ready, don’t send it.” (Kimberly)

“It’s okay to say that you can’t comment, especially on pending litigation. Even better, you can talk about initiating an internal investigation regarding an event.” (Kimberly)

“Assisted living is moving to more of a healthcare model, whether the sector wants to admit it or not.” (Kimberly)

“I told my husband I was going to quit my job of 20 years and go to work for this publication. He just about lost his mind. I knew this is what I wanted to do, and I went for it. It’s worked out great.” (Kimberly)

NOTES

Kimberly is a content editor at McKnight’s Senior Living, where she covers the business, workforce, policy and innovation shaping senior housing. With a background in journalism and public relations, she brings deep industry context and a sharp editorial lens to aging services.

McKnight’s Senior Living is one of the industry’s most trusted B2B publications, delivering news, insight and analysis for senior housing leaders nationwide. The publication recently earned a Neal Award, considered the Pulitzer Prize of business-to-business journalism.

Kimberly previously spent more than 20 years in public relations and daily journalism before joining McKnight’s in 2019, just as the pandemic reshaped senior living. Her experience on both sides of the media relationship informs her practical guidance for providers and PR teams.

The “silver wave” has arrived, with demand for senior living far outpacing new development and supply.

Assisted living is steadily shifting toward a healthcare model, including value-based care and deeper clinical integration.

Staffing challenges are evolving from pay and bonuses to culture, recognition and meaningful engagement.

AI and technology can help, but providers must avoid chasing shiny tools that don’t solve real problems.

Solo agers and the middle market represent growing populations the industry still underestimates.

Trust in media is declining, making skepticism, accuracy and transparency more critical than ever.

Successful media pitches are concise, timely and supported by immediate access to knowledgeable sources.

High-performing operators rely on data, active industry engagement and leadership that listens and communicates openly.