True story: After 12 years in the hospital industry, I made the decision to change focus and work for a managed care company. I accepted the job on a Friday and the next night my wife and I went to see the movie "As Good As It Gets."
You remember the famous scene where Helen Hunt uses a string of expletives to describe her HMO. Well, it seemed like the entire audience stood in a harmonious cheer that was deafening. Once the roar had lessened to din of whispers, my wife leans over to me and asks "What have you gotten yourself into?"
What I've gotten myself into is an industry that, from a PR perspective, has been its own worst enemy. I entered an industry that acted like a scared ostrich every time a salve was fired its way. An industry that on a regular basis took a "Hear No Evil" stance and almost refused to defend itself.
But the landscape is changing. The industry reminds me of a bumper sticker I once saw that said "Subvert the Dominant Paradigm."
When I entered the PR field nearly 20 years ago, the industry trade organizations and publications all talked about the PR credibility crisis. We were called flaks. There was a lot of sleaze in the industry. Fortunately we've worked hard to improve our image and add value to the news gathering equation.
We've begun to subvert the dominant paradigm in managed care. I've learned that regular, consistent and open communication with both the media and general public is perceived as a strength rather than a weakness. Lessons learned are lessons earned. The following are few I've earned:
Define Yourself Before Others Do
In essence, manage your message. Too often we get calls from the media with misinformation that seemingly requires more time than it is worth to set them straight.
To avoid this scenario, develop messages that the marketplace reacts to, rather than reacting to the messages in the marketplace. Face reality as it is, not as it was or as you wish it were. Take accountability when you have to and praise when you should. Most importantly, when you're right, push back and make certain the reporter understands your position. Don't get bashed unnecessarily.
No Comment is a Losing Strategy
Whenever possible, a media relations policy of maximum disclosure, minimum delay is the best PR practice. When we allow the media, or our critics, to dictate the terms of the debate, the argument becomes one-sided.
We work in a world where patient and member trust is the standard we must live by. We've also learned that in this process, even when we're right in our actions, we can still get pummeled by the media because we can't comment.
Walk the fine line of erring on the side of maintaining the public trust. Our responses must help maintain the confidence of our members, physicians, brokers and hospitals in delivering high-quality care. A slip-up here or a misquote there and you've got a lot of public mistrust to address.
Spend Time on Messages
This is a subtle but important point. Getting in an argument with the person who owns the ink well is never a good strategy. In other words, arguing with a reporter is a loser.
Michael Sheehan, a media advisor to the White House, says to answer the following questions:
- What does this mean to me?
- How does it affect me?
- What will move the audience?
- What will the audience accept?
- What will the audience not accept?
Instead of ducking questions, it is important to neutralize them and go to your message. Tell what is essential, important and true. A positive, aggressive strategy is the most important defense.
The Devil is in the Details
Think about with whom we deal with on a regular basis. The reporter who may have covered the Wal-Mart grand opening yesterday, may report on a complex health issue today. Rarely do reporters get the concept of managed care.
Take a broad look at the issue and do not get mired in the details. The more details and statistics that are offered, the more chance there is for misinterpretation. It's more important to educate reporters on managed care rather than defend it.
Over time, consistent messages will educate and when we can get to a place where we've achieved better understanding of what we're all about, then we can consider delving into the details.
We must commit to educating reporters, pointing out their errors in covering our industry and challenging our critics when they misrepresent facts. Because if we do not, we might as well stick our heads back in the sand.
The insurance industry has never been popular. Combined with the fact that we are living in a Jerry Springer world, the managed care industry is ripe for ridicule.
But remember, the old healthcare system failed. There's no turning back. Don't be afraid to keep reminding yourself of that.
Is the glass half empty or half full? I'd rather argue the size of the container.
Ron Yukelson is VP of public relations for Health Net, one of the largest health plans in California with 2.2 million members.
He can be reached at 818/676-7666 or [email protected]