Increasing reports of violent crimes occurring at what was once considered hallowed ground - schools, churches and healthcare facilities - are reinforcing the disturbing reality that no place is immune to random acts of violence. Hospitals, however, are in a unique and compelling position to affect public dialogue and policy regarding violence - a position that Denver Health regularly exploits.
As the busiest Level 1 trauma center in the Rocky Mountain Region treating both the victims and perpetrators of violent crimes, Denver Health is a frontline provider of care for the growing number of patients affected by gang violence, domestic abuse, road rage, teen suicide and other criminal activity. Although employees often are stressed out by what they see, they've found various outreach outlets to make a difference and champion anti-violence initiatives. The media and community have taken notice.
For instance, the hospital worked with the mayor's office and the public safety department to influence stricter gun control laws. Several employee taskforces have been established to launch anti-violence campaigns and hospital pediatricians are often discussing the affects of television violence on children with community groups.
This proactive anti-violence stance helps Stephanie P. Denning, Denver Health's director of marketing and PR to position the hospital as:
- a prepared and capable provider of emergency care;
- an anti-violence advocate and resource; and
- a facility willing to address violence-related issues head on.
Taking A Stand
Denver Health has been especially proactive on the issue of gun control. In the summer of 1993 Denver's gang violence escalated and its legislators were preparing to vote on laws that would have made guns more accessible. Denver Health helped thwart this legislation by targeting the media with stories about specific consequences of gang violence and the need for stricter gun control laws. Stories were pitched about the medical, psychological and financial toll of gang violence. In one instance, a local paper did a story on the $600,000 medical tab Denver taxpayers had to pay for one victim of gang violence. The media coverage on gang violence and increased access to guns resonated with legislators, who called a special session to address the issue of gun control. Three-quarters of the legislators in attendance cited articles that had recently been written about gang violence and eventually passed stricter gun control laws, says Denning.
Most recently, Denver Health attacked a concealed weapons bill that would have allowed people to bring weapons to public places. The bill was being considered shortly before the Columbine massacre. Denver Health, which was one of the key providers of trauma care for the Columbine victims, highlighted the need for stricter laws that prohibited concealed weapons. After the Columbine media coverage the bill died.
Affecting the legislative process on gun control requires a combination of pitching the media with hard-hitting statistics, promoting your hospital as an expert witness to trends of violence and partnering with community organizations that are able to further your anti-violence agenda, says Denning.
Are Hospitals Safe?
Sometimes hospitals are directly affected by violent acts. When this occurs, it not only reinforces the idea that no place is immune to violent crimes, it also throws into question the hospital's security and overall ability to maintain an adequate degree of safety - an issue that affects all hospitals.
This was the case in August when the estranged husband of a nurse's aide shot and killed her at Memorial Hospital in Colorado Springs, Colo. The crisis demanded that Memorial's Director of Public Relations Rita J. Burns highlight the hospital's security systems, which included metal detectors and security cameras throughout the emergency area. Reporters also contacted Denver Health to find out about its security measures. Denning set up interviews with its security services firm. Both Denning and Burns addressed the bigger issue of hospital safety by:
- discussing the hospital staff's preparation and training for violent situations, including the ability to calm tense situations with patients, family members and friends;
- emphasizing the hospital's commitment to providing a safe environment for patients, visitors and employees.
Internally, Memorial helped hospital employees heal by starting a fund for the murdered nurse and launching taskforces on workplace and domestic violence.
(Denver Health, Stephanie P. Denning, 303/436-6606; Memorial Hospital, Rita J. Burns, 719/365-5235)
Burning Questions About Violence
Has your hospital taken a stand on the issue of violence? If not, put the wheels in motion to become anti-violence advocates. Develop a corporate stand by asking the following questions:
- Has your organization taken a position on gun control, domestic violence, etc.?
- How do you currently communicate about violence and how it affects your employees?
- Are there organizations or coalitions that you could partner with to promote violence prevention in your community?
Source: Denver Health