Give Your Newsletter the Human Touch

--by Joyce Remy, Senior Editor

On a page of photos, the eye is drawn first to those featuring people...and studies show that when readers skim through text, they stop first at material in quotation marks.

If you are a senior living community...a long-term care facility...or any other organization dealing with people, your newsletter is more likely to be read if people are prominently featured, both in text and photos.

We're not talking People Magazine, of course the purpose of your human interest stories isn't entertainment for its own sake. But your newsletter is an important tool for sending a message about the caliber of your staff, and the emphasis you place on the well-being of residents or patients.

Marketing Impact

Maybe you think you should stick to "the big picture," the wide focus, in order to promote your organization? It's true that potential clients, physicians' offices and other senior service professionals need to know about the broad range of services you offer. But on the other hand, the impression you make has much to do with the intangibles the "flavor" of your organization and features about staff and clients create interest and warmth, showing that customers can expect to be respected as individuals.
 
Here are some of the ways Caresource newsletter partners emphasize "the human touch":

Staff

Introduce new key staff members Include their professional background and a few interesting personal details. Show the individual as both professional and approachable. Be sure to include a photo.

Staff member focus Run an "Employee of the Month" item, or include a regular staff highlight feature. This helps residents and families connect faces with names, and, again, promotes the accomplishments and qualifications of your staff.

Department focus Each issue, run an article about a department and its key personnel (perhaps in honor of recognition dates such as National Nurses Week, National Physical Therapy Month, or National Activities Professionals Week). Include a group photo with ID captions for reference, and "action shots" of staff interacting with residents.

Residents

Resident focus Each issue, include a short biography of a resident (perhaps the "Resident of the Month"). Everyone has a story to tell, and everyone has interesting experiences to share. Running facts together in chronological order isn't as interesting as highlighting several interesting facts in more depth. (Note: if the resident is unable to communicate, prepare your story from interviews with family members. This is a great way to help everyone know more about the resident, and it sends out a message to everyone who reads your newsletter: "Our residents are important, and we respect each one as an individual.")

"Roving Reporter" Ask residents an interesting question every month (reminiscing, current events, advice) and publish their responses, with photos.

Human interest stories Highlight something special that has happened to a resident recently, or earlier in his or her lifetime.

Rehab/Wellness success stories Readers love stories of triumph over adversity be it illness, injury, or the challenges of aging. This is a great way to publicize your rehab and wellness team. (Don't forget a photo of the smiling resident!)

Volunteer Focus

Feature stories about volunteers reinforce your volunteer program in many ways by helping volunteers feel appreciated, by encouraging others to volunteer, by removing some of the "unknown" for potential visitors, and by demonstrating that your organization is connected with the community-at-large in this important way.

Your staff, your clients, their families, and volunteers one fact remains consistent: when you tell your story, it's the people that count!

Click here for more information about Caresource newsletter services, or give us a call at 800-448-5213.