healthcare association of new york state effective communications a presentation at the htnys annual...

Healthcare Association of New York State

Effective Communications

A presentation at theHTNYS Annual Conference

September 9, 2006

William Van SlykeVice President,

Communications and Public RelationsHealthcare Association of New York State


•Importance of effective communication strategy– What it can mean to your

facility’s/system’s success

•Trustees’ critical role in communication strategy

•Strategies, approaches, mechanisms


New York’s only statewide hospital and

continuing care advocacy organization


ClearlyCommunicate

Ideas


The Communications Division seeks to furtherestablish HANYS as the leading voice onhealth care policy and advocacy for New YorkState’s hospitals and continuing care providers.

In addition, it is the duty of Communications to demonstrate the value of HANYS as a champion for patient safety and quality care throughout the state and the nation.


First,

HANYS viewed as the leading expert,

whenever possible.

Second,

Communicate in terms they understand,

in a context that demonstrates empathy.


. . . No profession is more committedto continually improving theirknowledge and technique thanhealth care providers

. . . We embrace criticism as anopportunity to continueimproving care


. . . The study is narrow in scope

. . . Doesn’t reflect the overall qualityof an institution

. . . It’s just one factor patients should consider whenevaluating a provider

. . . Yada yada yada.


“As more and more of these reports

are issued, however, we’re concerned

that the net effect will not be a

more informed patient, but a

totally bewildered patient.”


William Van Slyke of the Healthcare Association of New York State said . . .

From a consumer perspective, the information can be bewildering and it can be hard to draw a picture of the overall quality of care at an institution.

Excerpted from “Hospital mortality rates dip… But fourhospitals in area show no improvement, report says”, June 18, 2006, Gannett News Service


• We understand the issue is confusing to patients

• Actively pursuing an approach to benefit the patient


•Public thinks lobbyists are self-interested, and HANYS’ members certainly are not

•HANYS is much more than a lobbying organization; we are committed to ever improving patient care


Communicates a deepunderstanding and

empathy foryour patients

Ideal communication


Reinforces to yourcommunities that your

ONLY mission isto protect their

health and wellness

Ideal communication


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Defining guiding principlesfor your external

communications


BOTTOM LINE:

Make it about

the patient,always about

the patient.


So where does

a trusteefit in this world?


CREDIBILITY


VOLUNTEERISM


•Competitive environment

•Small pool of qualified candidates nationally

•Northeast winters


Coordinate with your PR staff



Always Coordinatewith your PR staff


Before you speak to the media:


Protect

Your

Credibility


•Consult with your organization’s PR staff before making a comment

•Use the message points and stay on message

•Do not estimate, guess, guesstimate or shoot from the hip


•Never say anything you know is not true

•Never intentionally mislead the reporter


No need to panic or be defensive.


“You know who’d be much morehelpful to you at HANYS [your facility] is Bill Van Slyke [your PR person].

Give him [her] a call at 518-431-7770 [phone #]. I’m sure he’d [she’d] be happy to help you.”


“OK. Give me your number

and I’ll get right back to you.

What’s your deadline?”


Try to avoid making newsby not initiating or

reacting tocontroversial statements.

If you are approached in person by the reporter . . .


If you are contacted by telephone, try the previous suggestions . . .“You know who’d be much more

helpful to you at HANYS [your facility] is Bill Van Slyke [your PR person].

Give him [her] a call at 518-431-7770 [phone #]. I’m sure he’d [she’d] be happy to help you.”


OR . . .

“OK. Give me your number

and I’ll get right back to you.

What’s your deadline?”


If the reporter persists . . .

“I want to help you, but I can’t right now. If you give me your number and your deadline, I’ll get right back to you.”


In any case, your next

action is to

immediately call your

PR staff to consult

and coordinate next

steps.


Any media interaction

should first be

coordinated

through your

organization’s

PR staff.


Who is your facility’sPR person?

If you don’t know, Iencourage you to reach out and get toknow them.


Your facility should

capitalize on your

CREDIBILITY


Coordinate withyour PR person.

Use message

points.


HANYS and HTNYS will help


People like their hospitalsOver 9-in-10 Think Hospitals Are Very

Important to Local CommunitiesNow I am going to read you a list of community institutions and civic organizations.

Please rate how important you think each one is to your community. Would you say each is extremely important, very important, somewhat important, or not important to your

community?*

27% 35%

48% 40%

53% 39%

Extremely important Very important

Q3 - 5

Public schools

Hospitals

Places of religious worship

92%

88%

62%

*This question was asked in a 1997 Gallup study. Responses from the Gallup study are shown in parentheses.** Churches

(52%)

(47%)

(33%)**


•Empathize with the patient perspective

•Never be defensive

•Capitalize on your unique credibility

A formalized communications strategy


•Protect your credibility

•Always coordinate with your PR staff

•And . . .

A formalized communications strategy(cont.)


Stay on Message

MOST IMPORTANTLY . . .


Thank [email protected]

(518) 431-7770

healthcare association of new york state effective communications a presentation at the htnys annual...

Documents

gallup study

list of community institutions

think hospitals

patient perspectivenever

pr staffand

credibilityalways coordinate

civic organizations

local communitiesnow