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Crisis Management in the Long Term Care Environment
- 1. ANECDOTES AND SUGGESTIONS FOR CRISIS MANAGEMENT IN THE LONG-TERM CARE ENVIRONMENT March 30, 2017 www.deveney.com @deveneynola @johndeveney
- 2. Negligence Claim www.deveney.com @johndeveney • A woman claiming to be an experienced nurse and the friend of a patient in a hospital’s ICU posted image of bruising and accusations of negligent care on Facebook. • Within 36 hours, the post was shared over 160,000 times, and negative reviews for the hospital poured in from individuals that had no prior experience with the hospital.
- 3. Executive Team Responds, Develop Multiple Pieces of Content, Heavy Monitoring Manager Responds, Executive Team Notified, Create Content, Provide Subsequent Monitoring Manager Gets Involved Directly, Create Content If Necessary, Provide Subsequent Monitoring Customer Service Responds with Manager’s Guidance Customer Service Staff Responds • Research and catalog all potential vulnerabilities • Determine the level of risk associated with each • Include the entire organization www.deveney.com @johndeveney Identify Potential Risks
- 4. • A social media crisis has information asymmetry • A social media crisis is a decisive change from the norm • A social media crisis has a potentially material impact on the company overall www.deveney.com @johndeveney Characteristics of a Social Media Crisis
- 5. • Have a well-defined team designated to handle crises • Speed matters • Consider steps on the business side to block certain crises • Set a listening protocol • Consider timely benchmarks for organization to go back and revisit plan www.deveney.com @johndeveney Crisis Planning and Structure
- 7. • Analyze the breadth and depth of the crisis • Take advantage of tools such as polling and social media data www.deveney.com @johndeveney Assess Volume and Intensity
- 8. • Acknowledge – Your first response should always be “Yes, we realize something has happened” – Do this immediately, even if all of the information isn’t clear yet • Remain true to brand values • Think about your response in the context of having the largest social media audience you may ever have • Create a web page or microsite, and house all the information about the crisis in one location • Know your audience – Identify all groups of stakeholders – Tailor your message accordingly – Reach the audience through channels and platforms where they are already present – Once you have an update, you should first respond in the venue where the crisis originated. So if the crisis initiated on Facebook, respond on Facebook first. Craft Your Message
- 9. • Shape what’s said and written next • Be authentic, transparent, reliable, proactive • Break your own news – Facebook Live – Live tweet • Create a pressure-relief valve • Have a community management team ready • Keep employees informed www.deveney.com @johndeveney Tactical Deployment
- 10. • Transparent – Make your leadership accessible – Saying “No Comment” is not an option • Authentic – Saying sorry is the least you can do, but actions speak louder – You’ll be judged on whether you issue a statement because you had to or because it’s genuine • Trustworthy – Fact check all information you release – Maintain credibility • Proactive – Establish rapid responses to combat speculation and misinformation www.deveney.com @johndeveney Adopt a Crisis Attitude
- 11. ANECDOTES AND SUGGESTIONS FOR CRISIS MANAGEMENT IN THE LONG-TERM CARE ENVIRONMENT March 30, 2017 www.deveney.com @deveneynola @johndeveney