Whatever you do, don't say 'No comment'
Tips for handling the media
When your organization faces a crisis that involves allegations of inappropriate care, medical mistakes, or allegations of a criminal offense, there are likely to be press queries. (See cover story, p. 49.) You have several options: Don't answer the phone until the crisis blows over. Answer, but only say "No comment." Or be forthcoming.
There are things you should and shouldn't do, says Cydney Koukol, president of Communications Strategies, a Bellevue, NE, medical consulting firm. Not answering the phone or not answering questions falls into the shouldn't category. Instead, follow this advice:
1. Designate a point person.
Someone in your hospital, or a close advisor, needs to be in charge of crisis communications. Koukol says a senior partner, a lawyer you often use, the practice administrator, or your public relations firm, if you have one, should be the designated spokesperson.
2. Let everyone know who the point person is.
Everyone in your hospital should know what person to go to when a crisis arises, Koukol says. And not only the name but how to contact him or her. When a call comes from the media, anyone can then tell the inquirer whom they need to speak to and can provide the phone number.
A simple sheet of paper that can be posted next to the phone or a bold-faced notation on your internal phone list is enough to get the word out to staff.
3. Always return a reporter's phone calls.
Even if all you are saying is, "My lawyer says I can't talk,' it's better to respond to the call," says Koukol. It certainly looks better - and less guilty - than "Jane Smith didn't return repeated requests for comment." Remember, she adds, "If you don't get your spin across, someone from the other side will tell it their way."
4. Write a script.
As soon as a crisis arises, the point person should write a script for how to respond to queries that will address most questions that arise. Even if that script is only a copy of the mission statement for the practice and a statement that you have been advised not to comment, it's better than silence.
Koukol says all you need is a three-to-five sentence statement about the goals of your practice.
5. Stick with the script.
Don't offer more information than reporters ask for, Koukol says. Running off at the mouth could land you in legal trouble, or at the very least, anger your physicians or legal advisors.
6. Know your legal limits.
Make sure you get information from your legal counsel about what you can say and what you can't. If you need to, keep a list of those items by the phone.
7. Express remorse where appropriate.
"Even saying, 'I'm sorry that Mrs. Jones died,' can be enough to alleviate negative feelings without admitting any guilt," she says.
While most practices won't face the negative press generated by medical mistakes, Koukol says it's still a good idea to have a crisis plan ready. That way, when the phone rings, you are ready to take the call.
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