Effective Communications
-
Upload
hamish-potter -
Category
Documents
-
view
41 -
download
0
description
Transcript of Effective Communications
Healthcare Association of New York State
Effective Communications
A presentation at theHTNYS Annual Conference
September 9, 2006
William Van SlykeVice President,
Communications and Public RelationsHealthcare Association of New York State
Healthcare Association of New York State
Healthcare Association of New York State
•Importance of effective communication strategy– What it can mean to your
facility’s/system’s success
•Trustees’ critical role in communication strategy
•Strategies, approaches, mechanisms
Healthcare Association of New York State
New York’s only statewide hospital and
continuing care advocacy organization
Healthcare Association of New York State
ClearlyCommunicate
Ideas
Healthcare Association of New York State
The Communications Division seeks to furtherestablish HANYS as the leading voice onhealth care policy and advocacy for New YorkState’s hospitals and continuing care providers.
In addition, it is the duty of Communications to demonstrate the value of HANYS as a champion for patient safety and quality care throughout the state and the nation.
Healthcare Association of New York State
First,
HANYS viewed as the leading expert,
whenever possible.
Second,
Communicate in terms they understand,
in a context that demonstrates empathy.
Healthcare Association of New York State
. . . No profession is more committedto continually improving theirknowledge and technique thanhealth care providers
. . . We embrace criticism as anopportunity to continueimproving care
Healthcare Association of New York State
. . . The study is narrow in scope
. . . Doesn’t reflect the overall qualityof an institution
. . . It’s just one factor patients should consider whenevaluating a provider
. . . Yada yada yada.
Healthcare Association of New York State
“As more and more of these reports
are issued, however, we’re concerned
that the net effect will not be a
more informed patient, but a
totally bewildered patient.”
Healthcare Association of New York State
William Van Slyke of the Healthcare Association of New York State said . . .
From a consumer perspective, the information can be bewildering and it can be hard to draw a picture of the overall quality of care at an institution.
Excerpted from “Hospital mortality rates dip… But fourhospitals in area show no improvement, report says”, June 18, 2006, Gannett News Service
Healthcare Association of New York State
• We understand the issue is confusing to patients
• Actively pursuing an approach to benefit the patient
Healthcare Association of New York State
•Public thinks lobbyists are self-interested, and HANYS’ members certainly are not
•HANYS is much more than a lobbying organization; we are committed to ever improving patient care
Healthcare Association of New York State
Communicates a deepunderstanding and
empathy foryour patients
Ideal communication
Healthcare Association of New York State
Reinforces to yourcommunities that your
ONLY mission isto protect their
health and wellness
Ideal communication
Healthcare Association of New York State
$$$
Healthcare Association of New York State
Healthcare Association of New York State
$
$
$$
$
$$
$
$
$ $
$
$
$
$
$
$
$
$
Healthcare Association of New York State
Defining guiding principlesfor your external
communications
Healthcare Association of New York State
BOTTOM LINE:
Make it about
the patient,always about
the patient.
Healthcare Association of New York State
So where does
a trusteefit in this world?
Healthcare Association of New York State
CREDIBILITY
Healthcare Association of New York State
VOLUNTEERISM
Healthcare Association of New York State
•Competitive environment
•Small pool of qualified candidates nationally
•Northeast winters
Healthcare Association of New York State
Coordinate with your PR staff
Coordinate with your PR staff
Coordinate with your PR staff
Always Coordinatewith your PR staff
Coordinate with your PR staff
Before you speak to the media:
Healthcare Association of New York State
Protect
Your
Credibility
Healthcare Association of New York State
•Consult with your organization’s PR staff before making a comment
•Use the message points and stay on message
•Do not estimate, guess, guesstimate or shoot from the hip
Healthcare Association of New York State
•Never say anything you know is not true
•Never intentionally mislead the reporter
Healthcare Association of New York State
No need to panic or be defensive.
Healthcare Association of New York State
“You know who’d be much morehelpful to you at HANYS [your facility] is Bill Van Slyke [your PR person].
Give him [her] a call at 518-431-7770 [phone #]. I’m sure he’d [she’d] be happy to help you.”
Healthcare Association of New York State
“OK. Give me your number
and I’ll get right back to you.
What’s your deadline?”
Healthcare Association of New York State
Try to avoid making newsby not initiating or
reacting tocontroversial statements.
If you are approached in person by the reporter . . .
Healthcare Association of New York State
If you are contacted by telephone, try the previous suggestions . . .“You know who’d be much more
helpful to you at HANYS [your facility] is Bill Van Slyke [your PR person].
Give him [her] a call at 518-431-7770 [phone #]. I’m sure he’d [she’d] be happy to help you.”
Healthcare Association of New York State
OR . . .
“OK. Give me your number
and I’ll get right back to you.
What’s your deadline?”
Healthcare Association of New York State
If the reporter persists . . .
“I want to help you, but I can’t right now. If you give me your number and your deadline, I’ll get right back to you.”
Healthcare Association of New York State
In any case, your next
action is to
immediately call your
PR staff to consult
and coordinate next
steps.
Healthcare Association of New York State
Any media interaction
should first be
coordinated
through your
organization’s
PR staff.
Healthcare Association of New York State
Who is your facility’sPR person?
If you don’t know, Iencourage you to reach out and get toknow them.
Healthcare Association of New York State
Your facility should
capitalize on your
CREDIBILITY
Healthcare Association of New York State
Coordinate withyour PR person.
Use message
points.
Healthcare Association of New York State
HANYS and HTNYS will help
Healthcare Association of New York State
People like their hospitalsOver 9-in-10 Think Hospitals Are Very
Important to Local CommunitiesNow I am going to read you a list of community institutions and civic organizations.
Please rate how important you think each one is to your community. Would you say each is extremely important, very important, somewhat important, or not important to your
community?*
27% 35%
48% 40%
53% 39%
Extremely important Very important
Q3 - 5
Public schools
Hospitals
Places of religious worship
92%
88%
62%
*This question was asked in a 1997 Gallup study. Responses from the Gallup study are shown in parentheses.** Churches
(52%)
(47%)
(33%)**
Healthcare Association of New York State
•Empathize with the patient perspective
•Never be defensive
•Capitalize on your unique credibility
A formalized communications strategy
Healthcare Association of New York State
•Protect your credibility
•Always coordinate with your PR staff
•And . . .
A formalized communications strategy(cont.)
Healthcare Association of New York State
Stay on Message
MOST IMPORTANTLY . . .