Nursing Home Association

Challenge:
Reputation Partners was engaged by an association representing 115 nursing home facilities during their contract talks with a leading labor union. The union’s local bargaining committee/local had been taken over by its International representatives who were determined to elevate the public profile of the talks. The union criticized several of the nursing home owners for so-called excessive compensation and released a much-publicized report criticizing resident care in many nursing homes.

Strategy/Implementation:
Our approach focused on proactive outreach to a variety of local media in which we described the past generosity of nursing home owners and the significant funding shortfall many of them faced after state and federal budget cuts. We also led outreach to the 8,000 nursing home employees covered by the contract, highlighting the facility owners’ commitment to treating them fairly and showcasing the quality work employees perform in their daily care of residents.

Results:
Contract talks continued through several extensions and a new contract was agreed to and ratified without a strike. Media coverage throughout the negotiations fairly included the association’s negotiating position and dedication to its residents and employees.