ClintMaun
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Jun 16, 2009, 1:45 PM
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Tips & Strategies You Need to Know
By Clint Maun, CSP
Bad things can happen in nursing homes and healthcare organizations at any time. Despite the most stringent rules, regulations, and management, one person or event can tarnish a facility and even spark negative publicity. Moreover, such bad press can devastate a facility and it can take years to recover. That's why it's absolutely critical to be prepared for the media.
Below are five simple methods your organization can implement to better prepare itself when/if the media comes knocking at your door.
1. Start with the positive. Even if you're dealing with a negative situation that is being covered by the press, always begin with the positive. For example, if the press is seeking a comment on abuse allegations, you should consider prefacing your response with something like the following: "Our facility provides excellent care and services to more than 100 residents. Our staff includes well-trained, compassionate and professional individuals."
2. Refrain from "no comment". Saying statements like, "no comment" should never be a strategy as it leads most people to feel you're hiding something or don't know what is really going on. If you're not prepared to make an official statement, you can still address the media by saying something like, "At this time the incident in question is still under investigation, but I expect that I could comment on the findings sometime this afternoon."
3. Put it on paper. Try to have your official comments prepared before speaking. It's also a good idea to prepare a written statement or press release for mass distribution.
4. Get involved early. Always address angry patients, residents, and families immediately, as they're often the ones who tip off the press (note: this strategy should be employed regardless of media coverage). Also, inform key personnel of any issues, as the media may not contact or interview the appropriate person.
5. Do your research. Clip and save relevant news stories and journal articles—it can help provide the background and context you need if/when confronted with difficult questions. It's also a good idea to organize your press research with labeled files (i.e., bedsores, falls, state averages, etc). When you need information quickly, this type of organization can prove invaluable.
Bottom line: Being prepared for the media is critical for healthcare facilities. By following the tips above, you can protect your company's image and remain in better control of what the public will hear.
"The best way to escape from a problem is to solve it."
—Alan Saporta
By Clint Maun, CSP - www.clintmaun.com
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(This post was edited by ClintMaun on Jun 16, 2009, 1:46 PM)
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