The airlines seem to be making a BIG splash over the social media airwaves and every other media outlet for the unbecoming actions of a few specific team members. It is a good and yet scary reminder about how quickly one person’s actions can reflect and impact an entire company. Think about it, the two airlines that have really made headlines as of late employ thousands of people, fly passengers around the globe everyday safely I might add and have some really amazing programs that give back to include our military service men and women. In other words, there are many things they get right each hour of each day. I am in no way defending the actions that have recently taken place but I want to point out how quickly we as a society forget all the good a company is doing and readily assume those isolated actions reflect an entire entity.
We live in a transparent and empowered world where the consumers will document and tell the universe about their dissatisfactions without filters. Of course the information is never unbiased. Are you prepared in the event your hospital comes under a media attack or scrutiny? More importantly, is your staff prepared on what to do or more importantly on what not to do?
Take time this month to walk through some basic strategy in the event something like this should happen. #1. Make sure your staff realizes they are not to talk to the media or respond to social media in any way without direction from the administrator or practice owner. #2. The truth will always come out, so stick to it. #3. Maintain control, you may feel helpless, but you still control the message and narrative. #4. Never respond to the media with “no comment.” Anytime any of us hear this, we automatically assume guilt. There is nothing wrong with saying “we are looking into the matter at this time and will have a prepared statement by the end of the day.” When the prepared statement is released, it needs to be concise, matter of fact, action driven, and empathetic if appropriate. #5 Attempt to deal with the real concern head on. This might be a specific client or patient that felt shorted or mistreated or better yet a misunderstanding that is getting blown out or proportion. Finding an equitable solution for all involved will tend to extinguish the fire much quicker. By having a plan in place ahead of time, we will be much more prepared for the firestorm. I always say, if you plan for it, it won’t happen.
Brian C. Conrad, CVPM
VHMA President