Often activist groups announce their intentions in advance - especially if they're seeking media attention. This gives the healthcare organization a chance to gather information from existing sources in the community and develop situation-specific responses.
Once the situation escalates, the organization needs to have some core strategies in place to diffuse the crisis. They involve:
- Talking with the advocates. The healthcare organization's CEO or other senior officials should communicate with the group to establish dialogue. Refusing to do so makes the organization look arrogant and insensitive.
- Focusing all comments on the best interests of the public instead of on what the organization needs. Instead of "We need..." say "In order to help our patients, we are doing..."
- Avoiding anger. Having protesters arrested or shoved around is counterproductive. In fact, the more unruly the demonstrators are, the more polite the hospital staff should be - the public can see the difference.
- Acknowledging the opposition's right to have an opinion and express it. Mention that your organization understands their concerns while appearing professional, concerned and committed.
- Going beyond, above and below the media coverage to deliver your message. In addition to the media, use direct communications: emails, letters, faxes, briefings and meetings to make sure that you're reaching key audiences (employees, physicians, patients, board members, shareholders and community leaders).
Source: Kathy Lewton, Porter Novelli