In partnership with ProPublica

Emeritus Note to Staff: Send. Forward. Oops.

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When Emeritus’s top public relations official fired off a passionate call to arms — an email beseeching the company’s employees to blunt the impact of FRONTLINE and ProPublica’s investigation of the assisted living business by posting positive things about the company and the industry on FRONTLINE and ProPublica’s website and Facebook accounts — she surely didn’t mean for it to be sent to ProPublica.

But that’s what happened, notwithstanding the attempt by an Emeritus employee to take back what clearly was an inadvertent forwarding of the email. Here it is:


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