Senior living communities and businesses face a number of inherent challenges when it comes to PR. Although mindsets are shifting, many still see “senior living” as the same thing as “nursing homes” and have deeply ingrained stereotypes about retirement communities, whether they are independent living, assisted living, or memory. Perception often creates reality and this is especially true in the senior living sector. It’s fairly common for a community’s executive director or sales and marketing director to hear how surprised someone is after a tour; he or she had no idea what senior living communities are really like. Shifting that perception and highlighting the value of senior living communities is a task that nicely aligns with a PR campaign. But how do you break through? With so many senior living communities in existence and in the pipeline, what makes you different?