Feb. 10, 2010 at 2:05pm

Make your copy scannable

Tips for keeping eyeballs on your on-screen message

Posted by Guest Blogger in Community Relations, Internal Communications, Media Relations, Publications
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©iStockphoto.com/skynesher
 

As much as I hate to admit it, I’m part of the majority of on-screen readers who don’t read but scan. Jakob Nielsen found “only 16 percent read word-by-word.”

The barrage of e-newsletters and announcements in my e-mail inbox provides an opportunity to observe what gets my attention. A couple recent examples:

Dec. 17, 2008 at 9:50am

Nix the news conference

Posted by Kathleen Deakins in Community Relations, Media Relations, Planning and Strategy
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When is a news conference the wrong answer? Most of the time. That practical lesson came to mind last week as I thumbed through an organization’s crisis communication plan.

Oct. 29, 2008 at 12:03pm

Making the best of the worst:

Communicating in times of crisis

Posted by Shari Campbell in Community Relations, Declassified, Media Relations
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“The government surveyor approved our process.” “We don’t want to sound apologetic.” “He shouldn’t have been doing that!”

When faced with a tragedy or difficult issue, it’s not uncommon for finger pointing to spread through an organization like wildfire.

Aug. 21, 2008 at 3:35pm

Three principles for crisis communications

Posted by Shari Campbell in Internal Communications, Media Relations, Planning and Strategy
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Intel. Odwalla. Jack in the Box. Alaska Air Lines.

These are just a few of the companies that came to mind earlier this week when I discussed with a client the impact of a potential crisis.

Of course, no crisis is the best scenario. And as hospital public relations and marketing professionals, there’s much we can do to prepare our organizations to handle a crisis before it ever happens.

Apr. 17, 2008 at 2:24pm

Crisis calls for visible leadership

Posted by Kathleen Deakins in Media Relations
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In the throes of a crisis, the CEO was hearing conflicting advice: “You should be the media spokesperson on this issue” was countered by “Let your PR manager step up to the microphone.” A TV crew was on the way.

A consultant argued that the organization should protect its CEO when the news is bad. Instead, allow a staffer to be associated with the bad stuff.

I offered an opposing rationale.

Mar. 13, 2008 at 2:29pm

Asking yourself the questions you hope you are never asked

Posted by Kathleen Deakins in Internal Communications, Media Relations
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You know what they are after when the crisis hits: What happened? What caused it? What does it mean?

Like you, we often prepare for questions from the media, employees and the anxious and the curious by asking ourselves the tough questions and then drafting answers before they are asked. Vincent T. Covello, Ph.D., long-time counselor to government and industry facing environmental hazards, gets a head start by pulling out a standard list of 80-odd questions he created.

Feb. 8, 2008 at 2:34pm

When in crisis, think compassion-action-context

Posted by Kathleen Deakins in Internal Communications, Media Relations, Planning and Strategy
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“Dennis Quaid’s newborn babies were given a huge overdose of a drug two months ago at a hospital with a top-notch reputation.” So continues coverage in the LA Times of the tragic error.

It got me thinking about “deer in the headlights,” that stunned moment when you realize you or your reluctant exec has to step up to the mike. Now.

Jan. 25, 2008 at 2:40pm

The three markers of transparency

Posted by Kathleen Deakins in Community Relations, Internal Communications, Media Relations
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What it means to be transparent can be murky.

I remember years ago being uneasy following surgery when I felt my doctor had left out important information about my procedure. Would I have recovered faster if I had a different surgery? Why was my surgery in the facility across the street from the hospital? Why wasn’t I warned that I would receive a separate bill from the anesthesiologist?

Dec. 27, 2007 at 2:44pm

Story training

Posted by Shari Campbell in Care Line Marketing, Media Relations
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Your clinic gets a new MRI. An occupational therapist garners a special certification. A physician calls you with exciting news that your hospital will be the first and only facility in the state to perform robotic surgery.

What’s news? And what’s not?