Here’s how a hospice won a PR victory
Columbus (GA) Hospice faced opposition to the construction of an inpatient hospice in November 1995.
The hospice sought to purchase a 5-acre lot that was zoned for residential development. Michael Smajd, MHA, asked city officials to rezone the property to allow for the construction of an 18-bed facility.
The city’s Planning Commission recommended the property be rezoned to allow the hospice construction. However, nearby residents, who believed the property should be used for new homes, argued the change in zoning was illegal and took the city to court. Smajd’s organization prevailed.
Residents appealed lower state court rulings in favor of the rezoning until the Georgia Supreme Court refused to take up the case, ending the legal battle and clearing the way for construction. (See related story, p. 13.)
While Smajd endured anti-hospice sentiment, he also took the following steps in the battle with residents that could be followed by others facing similar troubles:
• Organize a community forum.
Months after Columbus Hospice made an offer to purchase the property, leaders arranged a meeting with neighbors at a local restaurant. They brought together hospice representatives, local residents, the developer, and architect.
They came with a set agenda that gave involved parties time to address those in attendance and allowed for questions. They shared architectural sketches, gave a historical perspective of the organization, explained palliative care, and a physician explained the importance of hospice care.
Smajd explained to residents how the hospice would be a good neighbor and the developer talked about why the proposed hospice would be a good use of the vacant property.
In the end, however, Smajd admits the meeting did little to sway opponents, but it sent a message to the city council that would be deciding their fate.
"We knew it would play a lot better with the city council if we showed that we were willing to work with neighbors," he says.
• Organize a coalition of supporters to write letters to city council members and nearby residents.
This network included members of the hospice board, local physicians, nurses, and families of patients past and present. Letter writers focused on telling council members that the proposed location was a good spot for the hospice and it was a good use for the property.
In addition, Columbus Hospice sent letters to affected residents to explain their plans and inform them about the expected impact it would have on their neighborhood, including noise and traffic.
In effect, Columbus Hospice had developed a carefully targeted direct mail campaign targeted to key community leaders and adjacent homeowners to refute misinformation about the project and tell their side of the story in human and factual terms.
• Wrote and placed articles about the project in the local press.
• Found supportive neighbors.
• Developed talking points and presentation materials.
At every meeting, Columbus Hospice had its architectural drawings available and data from their studies on hand to help explain the project to the city officials, the press, and the public in non-technical and non-threatening terms.
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