MIAMI—The Florida Department of Elder Affairs has selected Burson-Marsteller to implement a statewide public relations campaign on behalf of its Long-Term Care Ombudsman Program. The program, the state’s only advocacy program of its kind, responds to complaints, ensures access to services, and represents the interests of the elderly before governmental agencies.
The public relations campaign is designed to raise awareness of the free service and increase the number of volunteer ombudsmen providing direct advocacy and assistance to elder long-term care
residents in Florida’s 3,500 long-term care facilities. It will involve proactive media relations and grassroots publicity and B-M will also help promote the program and its benefits to the growing number of Creole and Spanish speakers in the state.
“In selecting an agency, the program sought a public relations firm exhibiting proven relationships with pertinent media as well as a sound approach to addressing the challenges our program faces,” said Amy Lynch, publicity & recruitment coordinator for the program. “Of particular importance was the need for bilingual expertise to reach out to the growing number of non-English speaking elders in our state; our program seeks to represent all facets of Florida’s elder community, and we are confident that our partnership with Burson-Marsteller will greatly facilitate our endeavor.”