Whether your hospital is a part of a regional or national system, being merged or acquired, ultimately its success hinges on community relations.
For decades, healthcare organizations (HCOs), traded on this in a positive way, building and maintaining strategic relationships with individuals and groups in the community. This goodwill translated into donations, grants, volunteer service, support with political and regulatory bodies and a reservoir of "civic affection" that could be tapped into in times of crisis.
But in the 1970s and 80s, HCOs - struggling to survive in an increasingly hostile and competitive environment - adopted a new, business-oriented, bottom line mentality. This approach led to strained community relationships and a diminished goodwill initiatives.
Now HCOs are revitalizing their community relations efforts. While community relations programs can run the gamut from using traditional tactics like speakers' bureaus to new approaches like opinion leader briefings, the underlying goal should be to develop face-to-face activities that inspire long-term relationships instead of just delivering information.
Opinion Leader Databases
The core of any effective community relations program starts with developing an opinion leader database: a comprehensive listing of people who make a difference in the community, whose opinions and attitudes help shape the views of a larger constituency. Where once this database would have consisted of the Chamber of Commerce membership; today, savvy PR people include leaders in government and civic affairs, the minority community, churches and the arts, education and labor unions, etc., so that the database is truly reflective of all segments of the community.
This database can be used in a variety of outreach efforts from speakers bureaus to ambassador programs.
Speakers Bureau - '90s Style
The new speakers bureau is proactive rather than reactive. Instead of simply satisfying requests from whomever calls, the new speakers' bureau uses targeted lists of key opinion leader groups within the community, then crafts customized presentations. These groups are profiled, then approached for a program slot. Focused collateral materials are developed, attendees and members are added to the HCO's opinion leader database, and ongoing contact is maintained for input and feedback, and can be used as message conduits to their constituencies.
Opinion Leader Briefings
These "we think you're an important person" briefings have a dual role -the HCO gets a chance to tell its story directly to community leaders, and opinion leader feedback can be used to help shape organizational decision-making. While the mechanics of such programs vary - from dinners hosted by hospital trustees in their homes to breakfast briefings at a downtown hotel - two factors are critical in making the program successful. First, there needs to be staff present and time available for them get to know the opinion leaders. Second, there needs to be a structured, monitored program of maintaining that contact throughout the year so a long-term relationship develops.
Community Advisory Boards
When implemented effectively, this program is extremely valuable for developing allies who will represent the HCO's views and concerns to the community. Community advisory boards also provide important intelligence to the HCO in terms of perception and the events that may impact it. They can be established for a specific program or purpose (Women's Center advisory board) or as a broader group created to provide input and counsel to HCO management.
For advisory boards to be effective:
- clearly define the board's role and mission (it can't be ceremonial),
- select members who are truly representative of segments of the community and
- appropriately staff and involve the board.
An annual meeting isn't enough, and the board should be among the first to hear about crises or negative situations, so they can help monitor and mediate public opinion, and also about good news, so they can spread the word to their constituencies.
Ambassador Programs
In these highly structured and well-managed programs, HCO employees who are already involved in or interested in specific community groups are designated as "ambassadors," assigned to and rewarded for participation in developing ongoing relationships with key civic organizations.
These programs can bring the community in contact with the HCO by:
- providing the HCO facilities as sites for civic group meetings,
- offering organization expertise (accountants, health educators, etc.) to community groups,
- participating in local "must do" causes (United Way, food bank drives, etc.), and sponsoring community events, when the sponsorship is consistent with the HCO's mission and will provide clear benefit to the HCO.