The AARP has a masterful storytelling campaign for caregivers. People over 50 who take care of their mom or dad are a key market segment for AARP. The caregiver campaign builds strong emotional ties to AARP’s products. These include membership subscriptions, branded medical insurance, advertiser programs and affiliate marketing.
Here, I examine one element of AARP’s caregiver campaign. In March, 2016, AARP had a big public relations win: a feature story in the Wall Street Journal. This story illustrates the best practices in PR storytelling. It’s an excellent model for other organizations who want to reach a wider audience.
Summary:
Storytelling anchors organizations in the hearts and minds of key audiences. Five best practices in PR storytelling are discussed:
- Be Newsworthy
- Be Visual
- Be Credible
- Inform, Entertain or Inspire
- Repeat the Story, Change the Context
Best Practice 1: Be Newsworthy
News must break out of the pattern-recognition cycle of the human brain to get and hold attention. News must be a win for the media outlet.
“People at work say a man shouldn’t be cleaning his mother,” he says. “You do what you have to do.”
This article presents a counter-trend against the cultural norm of daughters caring for moms. Survey data supports this counter-trend:
About 7.4 million sons are caring for parents, which represents 17% of all caregivers, according to the National Alliance for Caregiving.
A spokesperson told me the NAC provided this data “specifically” to the Wall Street Journal.
This statistic is not available in NAC or AARP reports or press releases. PR professionals reserve data nuggets for journalists. This makes it a “scooplet” — a small, exclusive piece of news.
Journalists want news. Statistics recycled from press releases are not news, because that information is already public. Scooplets create traffic for WSJ.com. Traffic sells ads. Ads pay salaries.
My analysis shows 141 other websites linked to WSJ article. On Facebook, 1900 people shared this article, magnifying its reach. Reach measures the journalist’s success, and her superiors pay attention to those measurements.
Best Practice 2: Be Visual
The brain processes visual images 60,000 times faster than text.
People remember 6 1/2x more about stories with pictures than those without pictures.
Photographer David Kasnic brings the article alive in 17 images on WSJ.com. The photos show family memories, Panamanian heritage, care and affection. (The print edition had 2 photographs).
Marketers and PR professionals present stories to journalists in a complete package. They include sample photos, videos and illustrations. They also line up and prepare customers, clients, partners and experts for interviews.
The AARP videoed Marcus and Melinda Waller in June, 2015. Notice how the WSJ and AARP both told the visual story:
Best Practice 3: Be Credible
Neuroscience research shows that skepticism is a natural coping mechanism. Portraying something as “too good” triggers natural skepticism.
Acknowledging the imperfect while celebrating the good builds credibility. WSJ Bureau Chief Clare Ansberry included the hard realities of caregiving in her article. She quotes the downside of Marcus’ caregiving:
Sometimes she will call him at work and he has to go home. Once she fell out of bed.
“Sometimes–I won’t lie–it brings me down to come home,” he says. “She is so depressed.” as an outlet, he writes and performs poetry.
Hard realities give the report weight and credibility. Credibility here manifests as empathy and connection. Readers can relate to Marcus, as they write in their comments. Without hard realities, this article would be more appropriate on the AARP blog, not the Wall Street Journal.
Best Practice 4: Inform, Entertain or Inspire
Every story needs a payoff for the audience. They must be better informed, entertained or inspired.
This article is optimistic, and ends on a positive note:
“Three and four generations of people are here because of you,” he tells her. “You are loved. I’m here.”
At night, when he goes upstairs, Mr. Waller says he often thinks of his friends. Most have lost their parents. “As hard as it is, it’s rewarding to know she is still here and I can still take care of her,” he says.
There were 44 comments on the WSJ.com website, and 139 comments on the WSJ’s Facebook post. This represents a small percentage of thousands of inspired readers. From the WSJ:
Marcus Waller is the gold standard for a human being. — Reader J.R.
This article “hit home.” I am practically living with my 91 year old and 80 year old parents looking after them as well. — Reader V. I.
Reporting at its best, showing us how profound can be the breadth and depth of a son’s love, care and commitment to an elderly parent in need. — Reader J. M.
God bless Mr. Waller and his mom. Their relationship and story is an example to us all. — Reader E.B.
Best Practice 5: Repeat the Story, Change the Context
Repetition improves memory of stories and messages. A good rule of thumb is that audiences remember a message after the 6th viewing.
AARP’s “Day in the Life of a Caregiver” campaign started at least a year before the WSJ article.
Here are key milestones in the AARP campaign for caregivers:
2014: Online survey of caregivers commissioned.
June 2015: Caregiver survey results published by AARP and NAC.
June 2015: “A Day in the Life of a Caregiver” blog post published on AARP.org/caregiver
October, 2015: “A Day in the Life of a Caregiver” video published on YouTube:
- October/November, 2015: “A Day in the Life of a Caregiver” published in AARP magazine:
March, 2016: “A Son Cares for his Aging Mother” published in The Wall Street Journal.
March, 2016: Public service announcements for AARP.org/caregiver air on radio stations
Above, still from the Chris Mannix radio show.
March, 2016: Retargeting ads appear online at WSJ.com for AARP.org/caregiver
Telling stories over and over makes them memorable. But hammering on the same nail is boring. AARP reached its audience on different channels with different angles. The story stayed fresh.
Storytelling Anchors The Organization
AARP is the only consumer organization in this story. WSJ readers over the age of 50 have all received red AARP membership cards in the mail. AARP already benefits from high name recognition. Still, AARP is still associated with “you’re retiring,” not “you are caregiving.” Stories help the organization make this shift.
The Wall Street Journal is the most credible news source in the United States (Pew Report). The Journal has the highest US circulation of any newspaper (2.4 million daily). 141 websites linked to this specific article, and it was shared 1,900 times on Facebook.
This article anchors AARP not with “retirement” but with inspirational family caregiving:
Millennial men, those 18 to 34, are already as likely to be a caregiver–which can mean taking an older relative to a doctor’s appointment, managing their finances or helping them dress–as millennial women, says Amy Goyer, AARP’s family and caregiving expert.
The National Alliance for Caregiving is also a winner. Although not a household name, this story reminds NAC members of the organization’s advocacy:
About 7.4 million sons are caring for parents, which represents 17% of all caregivers, according to the National Alliance for Caregiving.
The NAC solicits corporate sponsorships from home care franchisors and pharmaceutical companies. Public validation matters in these conversations.
Finally, New Mexico State University wins:
The task isn’t easy for any child, but can be more difficult for sons, says Donna Wagner, dean of the New Mexico State University College of Health and Social Services. They tend to keep things to themselves, don’t seek support or confide in friends and co-workers, and feel isolated, she says.
The school offers care training programs. The WSJ brings national recognition to students, parents, educators and donors.
A Model to Emulate
Creating big wins in public relations does not come easy. The AARP campaign which culminated in this story lasted 18 months. Writers, photographers and editors published a cadence of articles and videos. This model can scales up or down for different budgets and markets. Long-term planning and best practices are the keys to success.
Organizations that want to reach new audiences can follow these best practices. Connecting with emotional impact helps organizations fulfill their mission. Stories inspire customers, employees, funding sources, and the community.
I invite your comments and ideas. Please contact me:
email lisa@getgenerations.com, Twitter @getgenerations
