Effective Communications

1. Effective Communications A presentation at the HTNYS Annual Conference September 9, 2006 William Van Slyke Vice President, Communications and Public Relations Healthcare Association of New York State

3. 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

4. New York’s only statewide hospital and continuing care advocacy organization

5. Clearly Communicate Ideas

6. The Communications Division seeks to further establish HANYS as the leading voice on health care policy and advocacy for New York State’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.

7. First, HANYS viewed as the leading expert, whenever possible. Second, Communicate in terms they understand, in a context that demonstrates empathy.

8. . . . No profession is more committed to continually improving their knowledge and technique than health care providers . . . We embrace criticism as an opportunity to continue improving care

9. . . . The study is narrow in scope . . . Doesn’t reflect the overall quality of an institution . . . It’s just one factor patients should consider when evaluating a provider . . . Yada yada yada.

10. “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.”

11. 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 four hospitals in area show no improvement, report says”, June 18, 2006, Gannett News Service

12. We understand the issue is confusing to patients Actively pursuing an approach to benefit the patient

13. 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

14. Ideal communication Communicates a deep understanding and empathy for your patients

15. Ideal communication Reinforces to your communities that your ONLY mission is to protect their health and wellness

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19. Defining guiding principles for your external communications

20. BOTTOM LINE: Make it about the patient, always about the patient.

21. So where does a trustee fit in this world?

22. CREDIBILITY

23. VOLUNTEERISM

24. Competitive environment Small pool of qualified candidates nationally Northeast winters

25. Before you speak to the media: Coordinate with your PR staff Coordinate with your PR staff Coordinate with your PR staff Coordinate with your PR staff Always Coordinate with your PR staff

26. Protect Your Credibility

27. 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

28. Never say anything you know is not true Never intentionally mislead the reporter

29. No need to panic or be defensive.

30. “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.”

31. “OK. Give me your number and I’ll get right back to you. What’s your deadline?”

32. If you are approached in person by the reporter . . . Try to avoid making news by not initiating or reacting to controversial statements.

33. 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.”

34. OR . . . “OK. Give me your number and I’ll get right back to you. What’s your deadline?”

35. 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.”

36. In any case, your next action is to immediately call your PR staff to consult and coordinate next steps.

37. Any media interaction should first be coordinated through your organization’s PR staff.

38. Who is your facility’s PR person? If you don’t know, I encourage you to reach out and get to know them.

39. Your facility should capitalize on your CREDIBILITY

40. Coordinate with your PR person. Use message points.

41. HANYS and HTNYS will help

42. People like their hospitals

43. Empathize with the patient perspective Never be defensive Capitalize on your unique credibility A formalized communications strategy

44. Protect your credibility Always coordinate with your PR staff And . . . A formalized communications strategy (cont.)

45. Stay on Message MOST IMPORTANTLY . . .

46. Thank You. wvanslyk@hanys.org (518) 431-7770