For the vast majority of U.S. hospitals, Ebola is still hypothetical. But the potential of seeing a confirmed case is now real enough that no hospital, regardless of location, can afford to put off preparation.
While most of the attention has been focused on isolation protocols and personal protective equipment, another form of preparedness must not be overlooked: media strategy. Because when it comes to Ebola, mishandling reporters can jeopardize a hospital's reputation just as surely as mishandling the case itself.
Proactive hospitals—and not just those in major metropolitan areas—are designating communicators now, and putting those doctors and administrators through professional media training.
When a case of Ebola is suspected or confirmed, reporters will want access to two types of media communicators: clinical and administrative. The former to discuss the disease and treatment, the latter to explain how the hospital's precautions and policies are keeping the public safe.
When it comes to developing media messages, several points are critical to consider:
Ebola messaging is a work in progress: For U.S. hospitals, Ebola is essentially a brand new disease—and a brand new media issue. Messages surrounding safety protocols and standards of care may continue to undergo changes. Under certain circumstances, it may be advantageous to acknowledge to the media that our understanding of this disease is still evolving.
Communication will be a collaboration: Although initial media communication responsibilities will likely fall to the hospital, subsequent communications will inevitably be conducted in partnership with local, state and federal health officials, particularly the Centers for Disease Control and Prevention. As time passes, the hospital may play a diminishing role in media communications.
Social media might beat you to the punch: Patients, visitors and even hospital staff may use social media to communicate events in real-time, which will be picked up by the media and presented to the hospital for a reaction. Be aware of trending social media posts and develop any necessary messaging before conducting interviews. However, if caught off-guard with a report or allegation, never respond before the matter has been properly investigated.
Don't get personal: High-profile clinical missteps and ever-shifting federal guidelines have colored the Ebola issue with controversy. Hospital communicators should expect questions that call for personal opinion and “Monday morning quarterbacking.” It is important to decline those questions and instead focus exclusively on the case at hand.
Remember what's at stake: Even with reassurances that an Ebola patient has been properly isolated, fear and misinformation will likely keep other patients away from the hospital. Those needing elective procedures and non-emergency care may find alternative providers. It is essential that any media messages incorporate community reassurance.
Media training isn't a particularly time-consuming process. It often can be accomplished in a single day. But the key to any type of preparedness is timeliness. Once the first case of Ebola shows up at a local hospital, media training will be all but moot.
Mark Bernheimer is a former CNN national correspondent and the principal of MediaWorks Resource Group, a media training and consulting firm.
