The document discusses a scandal at the VA healthcare system where secret wait lists led to approximately 300 veteran deaths. It provides an overview of the key players involved, including veterans, the Obama administration, media outlets, and various VA leaders and secretaries. It also examines the issues surrounding the VA's reputation management, crisis communication, and failures in its mission to effectively care for veterans. Questions are posed about communication strategies to respond to such a crisis and regain public trust while enacting meaningful long-term changes.

1. G R A C E N O T E S T I N E , A B B I E O ' B R I E N & L I Z S T A R R
T H E V I R T U E O F
P A T I E N T S : V E T E R A N S '
F A T A L W A I T
VA

2. Veteran healthcare system is the largest health
provider in the nation
Years of corrupt leaders, layers of confusing
bureaucracy, lax accountability, and poor
standards of care set the stage for scandal
Spring of 2014: secret wait lists came to light
Top executives put on leave, McDonald comes in
OVERVIEW

3. K E Y P L A Y E R S
Veterans
Obama
Media
Outlets
Kenneth
Kizer
U.S. Dept. of
Veteran Affairs
VA Secretary
Eric Shinseki
Robert
McDonald
Phoenix VA
Hospital

4. T H E I S S U E S
R E P U T A T I O N
M A N A G E M E N T
C R I S I S
C O M M U N I C A T I O N
C O R P O R A T E
S O C I A L
R E S P O N S I B I L I T Y
I N T E R N A L /
E M P L O Y E E
C O M M U N I C A T I O N S
The VA, the largest health provider in the
nation, went against their mission statement by
failing to protect/serve veterans effectively.
300 veteran deaths allegedly linked to secret
wait lists.
Corruption across all levels of management
Gathered government/taxpayer money to care
for/serve/honor America's veterans.

5. A R T H U R W . P A G E
P R I N C I P L E S
Tell the truth
Prove it with action
Listen to stakeholders
Manage for tomorrow
Enterprise's character is
expressed by its people
Conduct PR
Remain calm, patient and
good-humored

6. Q U E S T I O N 1
What communication strategy can be used to respond to a crisis
when you don’t have all the facts or if you are legally obligated to
withhold information from the public?
Be honest and address the issue
Make a statement
Investigate issue
Gather feedback and keep public informed (two-
way communication)
Create a transparent plan for action
Evaluate the effectiveness of the plan

7. Q U E S T I O N 2
In today’s age of expected immediacy, how could the VA keep up with the
public/media’s timetable and communicate positive change in its
organization when true, effective change often takes a great deal of time?
Establish two-way communication hotline
Establish a new re-branding campaign
Conduct interviews with all major media outlets
Recommendations:

8. Q U E S T I O N 3
How could the VA utilize public relations to work with veterans to move
past the scheduling scandal, even though many veterans are angry with
the VA?
Taking full responsibility
Communicate short/long term goals with publics
Centralize location of VA related communication
Host press conference to open communication channels with
publics
Provide real-time updates on social media using relevant
hashtags (#yourVAyourway #weareVA #myVA)

9. Q U E S T I O N 4
What internal communication could the VA utilize to improve its
organizational culture?
Bring in CCO
Formulate new mission statement "To fulfill President
Lincoln's promise “To care for him who shall have borne the
battle, and for his widow, and his orphan” by serving and
honoring the men and women who are America’s Veterans."
Company-wide values training
Establish crisis communication plan

10. Q U E S T I O N 5
Veterans are very diverse. They are men and women, young and old, and
people of every race, religion, and socioeconomic status. What are some
public relations challenges the VA is facing as a result of its diverse
stakeholders? How can these challenges be overcome?
Challenges:
How to overcome:
Generational differences among veterans
Handling political differences between groups
Trying to please all groups
Focus on what Veterans have in common
Emphasize shared experiences

11. W E
A R E
V A

12. W E A R E V A
To foster community so veterans feel respected and
united and ensure that all voices and opinions are heard.
Mission Statement:
Tagline:
We are veterans; a campaign to unite.

15. CITATION
Middleton, Brenda. “The Virtue of Patients:
Veterans' Fatal Wait.” Page Society, Arthur W. Page
Society