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Senior Living Crisis Communications: Making the Best of Bad Situations
Presented by:
Janis R. Ehlers, PresidentThe Ehlers Group
www.TheEhlersGroup.com
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Crisis Management vs. Crisis Communications
• Operations vs. Communications• Handling the crisis vs. Communicating the crisis
Crisis Situations
Crisis situations require:
• Planning• Preparation• Procedure• Practice
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“I am a firm believer in the people. If given the truth, they can be depended upon to
meet any national crisis. The great point is to bring them
the real facts.”
– Abraham Lincoln
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Value and Use of Social Media
• Facebook • Twitter
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What is a Crisis?
• Unexpected• Traumatic• Conflict and drama• Seen and unseen• Time sensitive
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Potential Crisis Situations
Death Accidents Fire Abuse Fraud-Embezzlement Sexual Harassment Missing Resident Personnel Issues Complaints or Accusations
Resident/Patient Care Disease Outbreak Power Failures Flooding
Natural Disasters Building Incidents Construction Issues
(Asbestos, mildew, mold)
Crisis Communications Planning
• Answer the “what will you do if” question• How likely could crisis occur• Potential devastation
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Potential Damage Ranking
• 0 – No Damage / Not a serious consequence• 1 – Little Damage / Not serious enough for media
concern• 2 – Some Damage – Slight chance of media being
involved• 3 – Considerable Damage – Not a major media issue• 4 – Considerable Damage – Definitely a major media
issue• 5 – Devastating front page news – Far reaching effects
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Crisis Communications Preparations
• Predict potential crisis situations• Assess communications methods• Assess media awareness and reputation• Determine audiences affected• Review a crisis plan and if it includes communications• Crisis team members
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Crisis Communications Preparations Cont.
• Crisis resources (attorney, health department, police and fire departments)
• Spokesperson• Media policy• Media kit & resources• Social media policy• Scheduled trial runs
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Predicting Potential Crisis Situations
Create a written plan that goes into effect
• Relevant to your geographic area• Natural disasters or sudden scenario• Missing person• Lingering crisis• Special features
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Assess Available Communications Methods
• How will information be disseminated?• Are the methods effective?• What emergency notification systems go into effect?
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Determine the Audiences Affected by a Crisis
Internal
• Residents• Employees/
Staff
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External
• Residents’ families
• Employees’ families
• Referral sources• Business/
Vendors• General public• Other
Using an Internal Communications Manager
• Person responsible for the communications• Spokesperson vs. Communications manager• Needed tools:
oHome and cell phone numbersoEmail addressoFax numbersoKept current
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Using an Internal Communications Manager Cont.
• Value of emergency notification system• Person who can write press releases, updates, all
communications• Media contact list
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Assess Your Communications Quotient
• Be prepared with media relationships• Get your community known in good times• Have go-to people• Resources to tap for specialists
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Media Kit
• Community fact sheet• Community principals background• Spokesperson background• Business and civic contributions• Press releases / backgrounders
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Media Policy
• Creates awareness how media is handled at the community
• Establishes who speaks on behalf of the community• Guards residents’ and employees’ privacy• Media procedures for inquires and visits• Maintain a log of media inquiries
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Social Media Policy
• Spells out what can be shared on public forums• Assumes nothing is private• Establishes rights to delete and/or block posts
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Crisis Communications Strategies
• Keep information clear and simple• Be accurate• Stick to the facts• Use talking points to explain the situation• Make sure everyone has the same information• Rely on spokesperson or internal communications
person• Have a timetable or communication messages• Respond quickly
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Good vs. Bad Crisis Communications
GOOD
• Factual• Timely• Spokesperson
stays on point• Spokesperson
offers reassurance
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BAD
• Incorrect• Lag time• Saying as little as
possible• Person with authority
not available• Rumors start• No reassurance by
someone with authority
Key Crisis Messages
• Concern for residents is #1• Concern for employees is #1• Information and talking points answer 4 “w” and “how”
oWhatoWhenoWhereoWho oHow
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Key Crisis Messages Cont.
• Explain what the community/company is doing• Express regret• Offer reassurance
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CRA Technique for Crisis Messaging
Context“In the five years we’ve been operating this community, we never have had a situation like this.”
Regret“Our main concern is for our residents. We are working closely with families to provide support …working with authorities…working with specialists.”
Action“We are reviewing our procedures and meeting with employees to ensure this situation does not occur again.”
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Dealing with the Media
• They are doing their job• If crisis warrants media, they will do the story• Be prepared• Stay on point• Stick to the facts• Balance bad news with good news• Offer a positive perspective on the community/company
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Dealing with the Media & “No Comment”
• Efforts to help the media go rewarded• No comment may imply guilt/wrong doing
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Social Media in a Crisis
• Plan for internet rants• Take control of situation with social media• Value of blogs, Facebook and Twitter• Value of text messages• Monitor chatter
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Positive Crisis Resolutions
• Listening to the customer• Crisis response plans ready• Tone• Top-down adoption of social media• Follow through
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Crisis Communication Aftermath
• Review• Reflect• Regroup• Prepare
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Real Crisis – Real Communities
Senior Living Community Faces Hurricane Sandy
• Poor communication with families• Poor communication with external community• Social media portrayed community in a bad light
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Real Crisis – Real Communities
Senior Living Community & the Mannequin
• Multiple people speaking to the media• No reassurance• No leadership
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