Managing a Healthcare Crisis
By Dawn Dankner-Rosen, Mackenzie Maher for O’Dwyer’s
In today’s hyper-connected world, where news and information spread instantaneously, every business or organization will inevitably face some type of crisis that can threaten its hard-earned reputation. The stakes are even higher in healthcare, where effectively managing a crisis could be a matter of life or death. Medical groups and practices, doctor’s offices, hospitals, nursing homes and other healthcare facilities and organizations must prepare for potential crises that can disrupt patient safety, tarnish reputations and impact public trust. This is where a public relations expert specializing in healthcare and crisis management is critical for mitigating the impact of a crisis.
Healthcare crises emerge for a number of reasons, from a misdiagnosis or surgical error to a patient data breach, staff misconduct or ethics violation, a shortage of doctors or nurses, or a public health scare. A well-coordinated response can help rebuild public trust while minimizing long-term reputational damage. PR teams work closely with healthcare providers to share accurate information and highlight corrective actions to resolve the current problem quickly and to prevent future incidents. By fostering open communication and offering a sincere apology when necessary, PR professionals help humanize the facility and demonstrate its commitment to patient safety.
Reputation management and crisis communications go hand-in-hand and enhance each of these strategic initiatives. An ongoing reputation management program that monitors online chatter and social media engagement can often avert a full-blown crisis altogether. However, if a crisis is imminent, an effective crisis management strategy that communicates clear, honest messages is key to maintaining a positive reputation. A successful crisis communications campaign can even turn a crisis into an opportunity to build trust and loyalty, as well as turn your biggest critics into enthusiastic supporters.
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