Operating in a Media Firestorm
From terrorist attacks and to mass shootings to natural disasters, it is unfortunately becoming commonplace for a hospital to find itself in a media firestorm. While treating an unexpected number of people isn’t necessarily out of the ordinary, treating them under the glare and aggressiveness of the media is. While this column has medical emergency in mind, any business should know how to operate in a media firestorm.
In the face of a crisis situation, medical process is quickly overrun by so many other demands. It is those other demands that hospitals and medical practices can learn a lot from.
These kinds of crisis place the hospital or practice in the media limelight as the expert, the healer, face of the local medical community to the world. Even a privilege for a hospital can create unusual media attention. Perhaps your hospital has been selected for a high profile treatment for a high profile client — an entertainment celebrity, a business leader or a political leader.
In any of these cases, there is a delicate balancing act between legal personal privacy, hierarchy of information (family first) and public expectations. There are some cases where total secrecy is demanded, like a major surgery for a business icon who came to Memphis for treatment a few years ago. In most cases, some degree of media access is allowed.
When operating under the bright lights of the media, a medical practice or facility can do its part to keep things under control by following a few steps.
Establish parameters.
If the media knows where to go and that a single location will be the only source of information, they will follow the rules. Establish a media briefing room. Staff the room with someone who knows what is going on. Make drinks and snacks available. Make sure there is power and internet access. In other words, make it a comfortable area from which to do business. And, establish it in an easy-to-find location, but out of the regular flow of operations.
Develop processes.
Set a schedule for briefings and updates, and a process for breaking news. That may be as simple as a briefing schedule board hanging in the room. For breaking news, gather every covering reporter’s email and cell phone, and then send group texts to alert them to the timing of the pending announcements.
Establish a hierarchy.
Make the person who delivers the information as high ranking as possible, but someone who is completely in the know. Battling reports on half information is more work than taking the time to get it right.
I can only hope that no one reading this ever has to face a media crisis brought on by a terrorist. But some of you will most certainly face a major highway accident, a fire, a natural weather disaster. When you do, take control, be firm, fulfill promises of information, and always be honest. The media is not there to make life difficult. They are just there to do their jobs.
– Ralph Berry
