Effective Communications

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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
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• Importance of effective communication strategy
• What it can mean to your facilitys/
• systems success
• Trustees critical role in communication strategy
• Strategies, approaches, mechanisms

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New Yorks only statewide hospital and
continuing care advocacy organization
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Clearly Communicate Ideas
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The Communications Division seeks to
further establish HANYS as the leading voice
on health care policy and advocacy for New
York States 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.
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First,
HANYS viewed as the leading expert, whenever
possible.
Second,
Communicate in terms they understand, in a
context that demonstrates empathy.
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. . . 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
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. . . The study is narrow in scope . . . Doesnt
reflect the overall quality of an institution .
. . Its just one factor patients should
consider when evaluating a provider . . . Yada
yada yada.
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As more and more of these reports are issued,
however, were concerned that the net effect will
not be a more informed patient, but a totally
bewildered patient.
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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
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• We understand the issue is confusing to patients
• Actively pursuing an approach to benefit the
  patient

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• 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

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Ideal communication
Communicates a deep understanding and empathy
for your patients
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Ideal communication
Reinforces to your communities that your ONLY
mission is to protect their health and wellness
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Defining guiding principles for your external
communications
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BOTTOM LINE Make it about the patient, always
about the patient.
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So where does a trustee fit in this world?
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CREDIBILITY
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VOLUNTEERISM
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• Competitive environment
• Small pool of qualified candidates nationally
• Northeast winters

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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
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Protect Your Credibility
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• Consult with your organizations PR staff before
  making a comment
• Use the message points and stay on message
• Do not estimate, guess, guesstimate or shoot from
  the hip

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

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No need to panic or be defensive.
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You know whod 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 . Im sure hed shed be happy to
help you.
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OK. Give me your number and Ill get right
back to you. Whats your deadline?
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If you are approached in person by the reporter .
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Try to avoid making news by not initiating
or reacting to controversial statements.
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If you are contacted by telephone, try the
previous suggestions . . .
You know whod 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 . Im sure hed shed be happy to
help you.
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OR . . .
OK. Give me your number and Ill get right
back to you. Whats your deadline?
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If the reporter persists . . .
I want to help you, but I cant right now. If
you give me your number and your deadline, Ill
get right back to you.
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In any case, your next action is to immediately
call your PR staff to consult and coordinate next
steps.
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Any media interaction should first be
coordinated through your organizations PR staff.
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Who is your facilitys PR person?
If you dont know, I encourage you to reach out
and get to know them.
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Your facility should capitalize on
your CREDIBILITY
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Coordinate with your PR person. Use message
points.
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HANYS and HTNYS will help
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People like their hospitals
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A formalized communications strategy

• Empathize with the patient perspective
• Never be defensive
• Capitalize on your unique credibility

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A formalized communications strategy
(cont.)

• Protect your credibility
• Always coordinate with your PR staff
• And . . .

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MOST IMPORTANTLY . . .

• Stay on Message

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Thank You.
wvanslyk_at_hanys.org [phone]