In today's world of global communications, a company can't say "no comment" and hope to continue business as usual. Columbia/HCA Healthcare Corp.'s mishandling of the "60 Minutes" interview is a classic example. It likely will become a public relations how-not-to case study.
Healthcare companies operating in the public interest do not need to run for cover. As a healthcare PR practitioner, I advise clients to work with the media, not against them.
RONALD C. HANSER
Hanser and Associates
Des Moines, Iowa