15 May The Risks of Not Having Media Response Training
Certain industries like long-term care facilities have innate hazards, making them more prone to crisis situations. Those working in long-term care are challenged daily by the medical complexities of their patients. Between managing multiple chronic illnesses and preventing the high prevalence of falls amongst seniors, those working in long-term care are more susceptible to facing a crisis situation. Crisis happens suddenly and unexpectedly, so somewhere along the line, a situation between a resident and staff member can easily develop into a crisis if improperly managed. A crisis situation is increasingly difficult when dealing with the media. Intense media scrutiny can breed hostility toward a long-term care facility and the absence of an adequate response can escalate the situation even further. The correct media response approach in a crisis can make all the difference between a destroyed reputation and a preserved reputation.
Due to the nature of the industry, long-term care facilities are heavily scrutinized by the public and regulatory agencies over deficiencies, making them an increased target for media exposure. Public perception of a long-term care facility during a crisis depends on the ability to respond effectively to inquiries from a variety of media. A company spokesperson must be adequately prepared to answer media inquiries and coverage to ensure that the individual is a help and not a hindrance to the company in crisis.
In the event of a crisis, there is no margin for error in a media interview. A five second pause or off message comment can be blown up in the headlines and damage relations within the community. Long-term care communities who are ill equipped to address the media can make vital errors that can lead to large legal fines and lost damages. A legal dispute can result in a large loss in capital, but also a largely damaged reputation, which in the end could have been avoided with some simple and effective media training.
Media response training is the proactive solution for delivering the skills and strategies to positively influence the news media in the event of a crisis. Controlling the interview process is key to managing the crisis and safeguarding a company’s reputation. Media interviews serve as a great opportunity for putting your message in context and painting your company in a positive light. If handled appropriately, the media is a perfect conduit to communicate key messages that restore public trust. Organizations with proper media response training know how to develop messaging, negotiate interviews and handle news conferences in a way that allows them to excel in the court of public opinion. Whether a facility is facing damages associated with negative press, a poor census or hefty fines from state surveys, it is imperative for long-term care communities to control how they are perceived by others thereby managing their reputation.
A damaged reputation can cause a long-term care facility to lose public trust, which can directly affect a long-term care community’s census. Rather than spend large sums of cash backpedaling from a previous crisis, it would be better for long-term care facilities to invest in media training prior to a crisis.
At Critical Point Communications, we have a very precise experience developing crisis response plans for high-risk organizations like long term care communities. We understand that juggling the needs of individuals, families and an ever-changing community is a difficult task. The Critical Point crisis communication team accordingly offers media response training and incident response plans that help take some of the communication burden off employees.