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How would you assess communications and messaging around the vaccine so far? As with any emerging crisis, there really is no template or hard set of rules to follow when communicating with customers, staff or residents. Our guiding principle is to follow our values, and communicating about vaccination is no exception. For content, we primarily use the educational materials provided by ACHA/NCAL and the CDC. Our team then puts it through a “compassionate lens” by educating not mandating. The message is about how our team has the opportunity to make a major impact on the lives of those we serve and their own community. We do not brush over the seriousness of the situation. Instead, we hit it head-on. ....