Last week, Linda Swanson, executive director of The Wilsonville Senior Living Community, took what the Goldman Mature Market Report would consider a very bold and proactive step in protecting the name of her company. Swanson, following a norovirus outbreak that affected about 60 people in her community, wrote a letter to The Oregonian and several other news outlets detailing the outbreak at her facility. (View The Wilsonville Senior Living Community letter to The Oregonian: Variations of norovirus have been around for years )

In the letter, after commenting on the commonness of norovirus and acknowledging the seriousness of the event, she outlines how norovirus infected The Wilsonville Senior Living Community, how it possibly entered the community and steps that other communities, as well as her own, could take to prevent further outbreaks.

One of the very interesting things about this letter, aside from the facts and information, is that it is what we believe to be one of the first of its kind amid the recent outbreaks on the west coast. Swanson, obviously familiar with public relations in some facet, took a very forward step in talking about the outbreak at her facility. This was a bonus for her because not only was she able to educate others about the virus and her experience, but also she was able to do it on her terms and control the message. By writing letters to local papers, Swanson was able to develop and express an exact message to the community. The ability to do this, especially in the midst of controversy, is key to maintaining a company’s image and is fundamental to any public relations initiatives in place.