Crisis Communications for Healthcare Organizations

 By Thomas Mustac, Medical & Health Industry PR Specialist — Otter PR  

When healthcare organizations are equipped with effective crisis communications plans, they are equipped to share rapid, accurate, and clear information with stakeholders and the public during an emergency situation. Depending on the nature of the crisis, they can also potentially stop negative press from spiraling out of control, reestablish trust, and even save lives.

Organizations in the healthcare sector are particularly susceptible to crises. While your organization cannot eliminate the possibility of every medical error, privacy breach, and safety issue that will come your way, you can be prepared to address each one head-on.

Deliver consistent crisis communications through all media channels

Your organization needs a crisis communications strategy capable of delivering relevant, up-to-date, and accurate information to a broad array of people. Different media channels cater to different audiences, so ensure you utilize ones that are widely used and accessible by those you seek to reach. 

In a crisis, your channels will need to reach employees and stakeholders quickly. The content you post to each channel must also be consistent in tone, style, and messaging to avoid confusion or miscommunication related to your organization.

Designate a spokesperson to handle all crisis communications

Crises are better responded to by one spokesperson designated to share information with the public. This person should have experience speaking on behalf of the organization during difficult situations, and must appear strong under pressure while showing empathy and a sense of composure.

Designating a single spokesperson as the face of your healthcare organization builds trust during times of crisis. One spokesperson can more easily deliver a consistent message, which makes both your spokesperson and the organization credible during crises.

Prepare a flexible crisis communications plan

A well-developed and regularly reviewed crisis communications plan enables your healthcare organization to respond quickly and effectively in the event of an emergency. To start, form a team of key personnel responsible for developing, reviewing, and implementing your organization's crisis communications plan. This team should involve representatives from senior management, marketing and communications, government relations, legal/risk management, and human resources.

Next, outline a flexible crisis communications plan that will allow your organization to adapt to a variety of situations as they arise. Though you can’t plan for every detail, develop a set framework with protocols to ensure the team feels supported and confident when they need to put the plan into action.

Revisit your plan at least once a year. Update it as necessary regarding any changes in regulations or policies, advances in communications technologies, and any other relevant developments affecting your organization's ability to communicate during a crisis situation.

Respond quickly, calmly, and with compassion

When a crisis occurs, it's imperative to be transparent from the start. Express empathy for those impacted by the crisis, and explain that your organization is doing everything possible to resolve the situation.

Compassion is key. Don't make excuses for mistakes or blame others for them. Instead, acknowledge the problem, focus on how you plan to address it, and then move forward.

Crises tend to happen unexpectedly, but preparing a strong crisis communications plan enables you to identify the channels you'll use to communicate, the spokesperson who will be the face of your organization, and the information you will share. With a solid and flexible plan in place, your healthcare organization can respond quickly and avoid being caught off guard.