5 Tips For Opposition Damage Control
Every organization that provides or deals with healthcare is a potential target of an angry advocacy group - from People for the Ethical Treatment of Animals to an organization representing patients with a specific disease.
Don't wait until these groups appear on your radar screen before drafting a crisis communications plan.
Advance planning and issues anticipation can help the healthcare organization deal with the attacks and emerge with public support intact.
The first step is to categorize the potential opposition/attackers by developing a realistic list of specific groups and types of groups that could come forth at any time to criticize the organization.
Begin with those groups that have a history of opposing the organization and assign a staff member to monitor the groups as closely as possible. This is a basic form of "issues anticipation," and can involve proactive communications with the advocacy group.
"We've got a community group that often criticizes us for not doing enough for the poor," said one hospital director. "Even though they don't like us a lot, I make it a point to stay in touch with them, to meet with their executive director and board members, so they know what we're trying to do. If something upsets them, I know it's coming and can prepare for it."
Pinning Down the Opposition
In identifying potential opposition targets, attempt to define the types of criticism they might level at your organization.
These initiatives-lead by the PR staff (with the senior management's support)-can be the backdrop for scenarios and potential responses.
While every issue can't be anticipated, a core set of messages can be established regarding issues like animal research, minority hiring, abortions, genetic testing, etc.
Having the discussions about "Why we do animal research," or "Our commitment to the underprivileged," better prepares the organization when a confrontation arises.
This approach can help the organization pre-empt the activists. If a demonstration on animal research is planned, the hospital can have its own press conference - complete with patients and families with great stories about how research has saved lives. If the issue is discrimination in hiring, the organization can be prepared with statistics and details about its diversity efforts.
Advocacy groups are a fact of life in the '90s, but even their most strident attacks can be survived if the organization plans ahead by communicating effectively with its key constituencies.
Kathy Lewton is director of the National Health Care Practice at Porter Novelli in Chicago. She is author of Public Relations in Health Care: A Guide For Professionals. She can be reached at 312/856-8888 or email at [email protected].