In this episode, Jerry Vinci and Angelica Flynn discuss the challenges and opportunities in public relations for the senior living industry. They explore how PR can reshape outdated perceptions, the differences between earned and paid media, and the importance of storytelling in building credibility. The conversation highlights the evolving media landscape and the necessity for senior living communities to adapt their PR strategies to effectively engage with their audiences. Additionally, they address the challenges of measuring the impact of PR efforts and the importance of anecdotal evidence in demonstrating success. In this conversation, Jerry Vinci and Angelica Flynn discuss the critical aspects of public relations in the senior living sector, focusing on crisis communication, reputation management, and the evolving perceptions of senior living communities. They emphasize the importance of tracking PR impact through backlinks, preparing for crises proactively, and the necessity of changing the narrative around senior living to appeal to younger demographics. The dialogue also highlights the significance of language in shaping public perception and the challenges that lie ahead for senior living providers as they navigate a growing population of older adults.