Instilling Confidence During COVID-19

Building Trust & Transparency Through Strategic Communications

Project Summary

As COVID-19 infections increased in Seattle and fatalities at the Life Care Center of Kirkland dominated headlines, The Hearthstone at Green Lake faced increased scrutiny of safety practices and greater demand for information about the status of their residents’ and employees’ health. Meanwhile, residents worried for their own safety.

The Hearthstone

Public Relations

Nyhus expanded existing communications channels and developed strategic messages, to enable The Hearthstone to provide accurate and timely responses to challenging media inquiries and strengthen the bond between residents, staff and the community 


Nyhus is working on behalf of The Hearthstone to meet the increased demand for information and ease concerns. Nyhus is crafting compassionate, timely, transparent communications, so residents are the first to know what is happening within their own community. For external audiences, Nyhus established a dedicated media voicemail box and email to manage incoming requests. Nyhus redesigned The Hearthstone’s COVID-19 web page, posting daily updates, the status of cases and safety protocols. Updates are distributed via listserv to subscribers and read into a hotline. The Hearthstone’s Facebook page is a place to share touching stories of coping through the crisis as a community.


  • Communications anticipate and proactively respond to questions
  • Residents express appreciation to management and make fewer inquiries
  • Increases in digital engagement compared with last year
  • Website views up by 50% compared with last year and up 84% for most views in a day
  • 10 times more engagement and 84% more post reach on Facebook than previous year
  • Listserv open rate averages 84%