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Crisis Management Plan (Ebola Outbreak)
Last Updated [December /2014] Revision dates: April 2015 August 2016 August 2017
I.
Overview Introduction:
A hospital is a prime location for potential crises to occur. Hospitals are one of the biggest targets for lawsuits and due to the sensitivity of client diagnosis and the multitude of treatments and safety precautions, hospitals are more likely to see crises to occur than other fields or professions. It is vital that all staff and volunteers are thoroughly prepared for any possible crisis that can occur and harm our pristine reputation. We are a household name in Atlanta as one of the most remarkable child-centered hospitals and we cannot afford to have a crisis handled improperly and destroy the reputation that many people worked their whole careers in order to help build. After completing thorough research online there are fortunately no known crises at Children’s Healthcare of Atlanta to date; however, it is extremely important that we are prepared for this type of crisis because it has happened previously in other hospitals. In August of 2014 Promedica Hospital in Northwest Ohio had an external crisis revolving around a lack of clean water being brought into the hospital. Due to an ill practice at the local water treatment center, the hospital had to find a quick solution to provide meals, clean water and safe water for surgeries within the confines of the hospital. The hospital had a bunch of angry patients and received a multitude of bad press regardless of whether or not it was their fault. This should serve as a warning signal for Children’s Healthcare of Atlanta of how an external crisis can destroy our reputation. This plan is intended for use by the Children’s Healthcare of Atlanta management and Public Relations ream only. It is vital that this plan is followed strictly in the event of an emergency to prevent loss of patients and a damaged reputation.
Acknowledgements By signing this statement, I verify that I have read this crisis communication plan and am prepared to put it into effect. Donna W. Hyland President and CEO ______________________
Rex Adams Chief Operating Officer ______________________
Eugene A. Hayes III President, Foundation _______________________
Daniel Salinas M.D. Chief Medical Officer _______________________
Ron Frieson Chief Public Policy Officer _______________________
Patty Turlington Gregory Manager, Public Relations _______________________
Rehearsal Dates: This plan should be rehearsed and practiced thoroughly every six months on the 3rd Wednesday in order to verify that this plan is up-to-date and runs smoothly. For the next 3-5 years the rehearsal date is schedules for the following days: January 21, 2015 July 15, 2015 January 20, 2016 July 20, 2016 January 18, 2017 July 19, 2017 January 17, 2018 July 18, 2018
If any adjustments need to be made to this plan after a thorough rehearsal each six months then the team will ensure that the plan will be updated in order to best serve Children’s Healthcare of Atlanta.
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II. Purpose and Publics Purpose In the event of an Ebola breakout, we must take immediate action to inform our publics of the situation and the measures they need to take in order to protect themselves. We will be transparent and honest with every detail as long as we protect our patient’s privacy. We will immediately host a press conference with the media and contact the proper authorities to ensure that the breakout will be contained. By being upfront and transparent with the media, the crisis situation can be more smoothly resolved and we can eliminate any rumors, fears, or anxieties about the hospital or the surrounding Atlanta area. Our goal is to respond truthfully and as quickly as possible so that the issue can be resolved and we can recover our smooth operations as soon as possible. The overall plan is to advise management on the appropriate responses and actions to take in the event of a crisis. Outlined in the plan are policies and procedures that Children’s Healthcare of Atlanta management and Public Relations managers must refer to during a crisis. Objectives With this crisis communication plan we will make every effort to: 1. Initiate the crisis communication plan no later than 3 hours after the breakout of the disease within the walls of the hospital. 2. Inform all healthcare government officials that would be concerned of the outbreak. 3. Inform all staff, doctors and patient families of the breakout. 4. Inform the media and all publics that have had contact with patient within 3 hours of the outbreak. 5. Keep all media and publics regularly updated on the outbreak of the disease through press releases, news conferences, and manage social media by answering all questions. 6. Maintain honesty and transparency throughout the entire process making sure that all publics feel like all information and questions are answered. 7. Distribute fact sheets and information on how to self-monitor for symptoms. 8. Dispel and rumors about Ebola 9. Distribute pamphlets about proper safety procedures when in public areas and proper hygiene precautions. 10. Express Children’s Healthcare of Atlanta’s concern for it’s publics
Key Publics • Hospital executive directors • Government officials • CDC • Public Relations team • All doctors within the hospital • Patients within the hospital and former patients who have been in contact with the hospital in the timeframe that patient with Ebola began showing symptoms • Custodial staff who cleaned the area • Hospitals who are prepared to take care of an Ebola patient • Media relations
Notifying Publics • Executive board of directors and management: Whoever first notices the health crisis first
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will immediately consult up and call the highest position on the board of directors that is accessible. That person will then host an immediate conference call through the internal system to notify the rest of management. CDC: A press release will be faxed immediately to the headquarters of the CDC signed by President and CEO Donna W. Hyland and Chief Medical Officer Daniel Salinas M.D. Government officials: A press release will be faxed immediately to the headquarters of the CDC signed by President and CEO Donna W. Hyland and Chief Medical Officer Daniel Salinas M.D. Staff: A mass e-mail sent from the executive board will send an email notifying each staff member that there is a high alert problem within the hospital and that there will be an immediate meeting in a staff training room. Patients and Patient families: Each individual family within the hospital or who have had physical contact with the hospital during the time that infected patient showed symptoms will be personally visited by their internal assigned doctor. For patients that have already left the hospital, the desk staff will call and e-mail patient’s parents to notify of the issue. Media: The public relations team will contact the media through a press release that will be faxed to the major news networks. There will be a press conference that will give more details outside of the hospital. Surrounding Hospitals: The Public Relations staff and CMO will contact other hospitals in specific Emory Hospital who can be prepared if transport is needed.
III. Players and their roles Identifying the crisis communication team: The crisis communication team consists of Children’s Healthcare of Atlanta executive board and the public relations team. The PR team will create a central message and plan in order to calm fears and instill confidence into the hospital, however, the executive board of directors will vote to approve each message that is sent out with a majority vote approving the message. However if Public Relations Manager feels that a message must be sent out immediately she will have permission to release a statement once the executive board of directors is notified of the situation. Team Manager: Patty Turlington Gregory—PR Manager Roles: Communicating with top management, making decisions, drafting or approving major statements and notifying the rest of the crisis communication team. Assistant Crisis Manager: Chrissie Gallentine—Senior Public Relations Coordinator Roles: Partners with team manager and takes on her responsibilities if not available. Control Room Coordinators: Laura McGee and Amanda Wade—Public Relations Coordinators. Roles: Set up the room with necessary furniture, equipment, supplies and tools. They will also assist in drafting news releases, emails while fielding calls from media. Message: Children’s Healthcare of Atlanta doctors and the CDC have confirmed the first laboratory-confirmed case of Ebola within the confines of our hospital. The individual first started seeing symptoms at _________. We have contacted every person who has been in physical contact with the patient. The patient is currently in quarantine and we are working with government officials to make sure the outbreak stays controlled. Right now, there is no need for concern, but as more information is discovered we will be prompt in relaying the message as quickly as possible. Methods of Communication Telephone Social Media Website News Release Board of (conference Directors/ PR call) team 1st person to learn of crisis Gov officials/ CDC Doctors
Patty Gregory
CMO- Daniel Medical Officer Patients/citizens Chrissie Amanda Wade Gallentine Media Laura McGee Amanda Wade
Patty Gregory and Chrissie G Donna Hyland and PR team
Crisis Directory Donna W. Hyland, President and CEO Home: 770-770-3303 Cell: 770-456-3200 Fax: 770-678-4040 Email: Donna.Hyland@choa.org Home Address: 1234 Buckhead Hwy, Atlanta, Ga 30066 Donna’s Husband: Robert 770-111-1234 Donna’s Son: Robert Jr 770-121-1345 Rex Adams Chief Operating Officer Home: 678-404-7770 Cell: 404-678-0770 Fac: 770-135-5310 Email: Rex.Adams@choa.org Ruth Fowler Chief Financial Officer Home: 770-855-2017 Cell: 770-331-3076 Fax: 770-846-0047 Email: Ruth.Fowler@choa.org Patrick Frias M.D, Chief Physician Officer Home: 678-331-0046 Cell: 770-564-4950 Fax: 810-359-9989 Email: Patrick.Frias@choa.org Ron Frieson, Chief Public Policy Officer Home: 678-294-0818 Cell: 404-404-8875 Fax: 203-981-9999 Email: Ron.Frieson@choa.org Eugene A. Hayes III, President of Foundation Home: 678-999-6969 Cell: 770-599-5959 Fax: 678-767-9696 Email: Eugene.Hayes@choa.org Linda Matzigkeit, Chief Administrative Officer Home: 770-832-4568 Cell: 706-112-2111 Fax: 706-213-5555 Email: linda.matzigkeit@choa.org
Daniel Salinas, M.D, Chief Medical Officer Home 678-000-0101 Cell: 404-888-1209 Fax: 678-901-4958 Email: Daniel.Salinas@choa.org Patty Turlington Gregory, Manager, Public Relations Home: 770-145-6790 Cell: 810-495-0843 Fax: 222-212-2200 Email: patty.gregory@choa.org Chrissie Gallentine, Senior Public Relations Coordinator Home: 678-129-8475 Cell: 404-785-7614 Fax: 404-785-7618 Email: Chrissie.Gallentine@choa.org Laura McGee, Public Relations Coordinator Home: 678-223-4357 Cell: 404-785-6748 Fax: 770-665-2210 Email: Laura.McGee@choa.org Carrie Moyer, Public Relations Coordinator Home: 404-555-9900 Cell: 404-785-7253 Fax:770-660-3438 Email: Carrie.Moyer@choa.org Amanda Wade, Public Relations Coordinator Home: 678-409-0450 Cell: 404-710-4753 Fax: 404-785-7741 Email: Amanda.wade@choa.org Julie Holkeboer, Public Relations Specialist Home: 770-993-1993 Cell: 678-194-1946 Fax: 404-785-7577 Email: Julie.Holkeboer@choa.org
Identifying the Media Spokesperson The Media Spokesperson: In this scenario, Children’s Healthcare of Atlanta will utilize two spokespersons. The main spokesperson when talking about updates on the patient, medical procedures, and the medical terminology with Ebola, will be Chief Medical Officer Daniel Salinas. He has a very prestigious track record with many different positions held and will hold a ton of credibility when speaking to the public. He is an honest and genuine man who communicates effectively and transparently by opening his heart. He is well spoken and can handle answering questions in an appropriate manner through stressful situations. The second media spokesperson will be public relations manager, Patty Turlington Gregory. She has been thoroughly trained in media relations and will confidently and boldly answer questions to the media. She will handle any procedural questions or update the media on what is happening internally at Children’s Healthcare of Atlanta. She has gone through extensive training in communication and public relations and would be a remarkable spokesperson for CHOA in the event of a crisis.
Emergency Personnel and Local Officials In the event that the breakout is not contained, emergency personnel must be contacted.
Atlanta Police Department Number: 404-614-6544 226 Peachtree st SW Atlanta, Ga. 30303 Atlanta Fire Department Station 27 Number: 404-546-7000 4260 Northside Drive NW Atlanta, Ga 30303 Emory Healthcare Emergency Department Number: 404-712-7100 1364 Clifton Rd. Atlanta, Ga. 30320 Mayor Kasim Reed Number: 404-658-7285 55 Trinity Ave SW 2500 Atlanta, Ga. CDC Atlanta Number: 800-232-4636 1600 Clifton Road Atlanta, Ga. 30329
List of Key Media
! WSBTV Atlanta, News Station for Atlanta and Surrounding Cities 1601 West Peachtree St. NE, Atlanta, GA 30309 404-897-7000 talk2us@wsbtv.com Reporter: Liz Artz lartz@wsbtv.com Home: 678-222-2009 Cell: 678-999-9399 Work: 770-758-2110 CBS46 News Atlanta, News Station for Atlanta and Surrounding Cities 425 14th St. NW, Atlanta, GA 30318 404-327-3200 news@cbs46.com Reporter: Donna Rapado donna.rapado@cbs46.com Home: 770-338-858-8389 Cell: 404-669-3838 Work: 770-444-0103 WAOK-AM CBS Atlanta 201 Peachtree Street, Suite 800 Atlanta, Ga. 30361 Business line: 404-898-8900 Program director: Reggie Rouse 404-898-8900 reggierouse@cbsradio.com The Atlanta Journal Constitution 223 Perimeter Center Pkwy Atlanta, Ga. 30346 Communitynews@ajc.com 404-526-5746 Fox 5 Atlanta 1551 Briarcliff Road NE Atlanta, Ga. 30306 404-875-5555 Nicole Estaphan Q100 Radio Station The Bert Show 404-741-7100 780 Johnson Ferry Road NE 5th floor Atlanta, Ga 30342
Spokespersons for Related Organizations The following are representatives from different organizations, governmental offices, and companies that are experts in this crisis area. Depending on the control of the situation, some of these experts may need to be called or contacted to speak about the situation. They will also serve as good resources for our organization to help guide and mentor staff of Children’s Healthcare of Atlanta through this outbreak. Emory Healthcare President and CEO, Josh Fox Phone: 404-727-6123 201 Dowman Drive Atlanta, Ga. 30322 Centers for Disease Control and Prevention 1600 Clifton Road, Atlanta, Ga. 30329 800-232-4636 CDC Director: Dr. Tom Frieden Mayor Kasim Reed Number: 404-658-7285 55 Trinity Ave SW 2500 Atlanta, Ga. Governor Nathan Deal 206 Washington Street 111 State Capitol Atlanta, Georgia 30334 404-656-1776 Senator Saxby Chambliss 100 Galleria Parkway Suite 1340 Atlanta, Ga. 30339 770-763-9090 Atlanta Airport, Hartsfield Jackson Airport Spokesman Reese McCranie 404-382-2319 reese.mccranie@atlanta-airport.com 6000 North Terminal Parkway Suite 4000 Atlanta, Ga. 30320 One of the Public Relations team members is in charge of contacting each of the above specialist in order to seek mentoring and guidance through this situation.
IV. Technical Details Crisis Communication Control Center Sometimes during a crisis such as a disease breakout similarly to Ebola, then conditions become unsafe or unavailable to hold a crisis communication center due to the craziness of the surrounding environment. The CC team will need a quiet location that is typically offsite in order to be the most effective. Children’s Healthcare of Atlanta crisis communication team will set up their control center at Passion City Church’s conference room. It is located just 7 minutes away from Children’s Healthcare of Atlanta at 515 Garson Dr. NE, Atlanta, Ga. 30324. If Passion City Church is unavailable then the control center will be moved to Grace Midtown church at 1095 State St. NW, Atlanta Ga. 30318. This church is also located within 10 minutes from the hospital and will prove as an effective room for collaboration and groupthink. Both churches have provided us full permission and access to their conference rooms, as they are huge supporter of Children’s Healthcare of Atlanta. The team will have access to electrical outlets, furniture, computers, and wireless Internet. Equipment and Supplies • • • • • • • • • • • • • •
Chairs and tables White boards with whiteboard markers Computers and laptops with power cords Printers Telephones and cellphone devices Company letterhead, pens and pencils CHOA press kit Contact list and media directions Cameras and film to record messages to public to post on social media. Extension cords Copy Machine Snacks and energy drinks TVs to monitor the news stations Maps of Atlanta to pinpoint where outbreak has occurred
V. Tactics Pre-gathered information This information needs to be gathered and kept in a safe folder that is fire proof. It will house this crisis communication plan, safety records and procedures, annual reports, contact lists, executive biographies, maps of CHOA in case of an evacuation plan, quality control procedures and company fact sheets. There must be multiple copies in multiple locations in case some of this information is not accessible in one area of the hospital or offices. Generic News Release For Immediate Release Patty Turlington Gregory, Public Relations Manager Children’s Healthcare of Atlanta 404-785-7618 Ebola breakout in Children’s Healthcare of Atlanta ATLANTA, Ga. -- At approximately ____ a.m./p.m. Children’s Healthcare of Atlanta received a patient who felt the following symptoms: ____________________. Since learning of the symptoms we immediately ______________________. We believe that the disease was contracted in _________ (country) and the current status of the outbreak is ___________. As Children’s learns more information about this impending investigation on the Ebola crisis and the status of our patient who is ________ years old we will relay the information to the proper channels. We are working closely with government officials and the CDC to closely monitor the situation. As things currently stand, no patients, doctors, and visitors have shown any symptoms but they are currently being monitored closely. About Children’s Healthcare of Atlanta Children’s Healthcare of Atlanta, a not-for-profit organization, is dedicated to making kids better today and healthier tomorrow. Our specialized care helps children get better faster and live healthier lives. Managing more than 850,000 patients visit annually at three hospitals and 24 neighborhood locations, Children’s is the largest healthcare provider for children in Georgia and one of the largest pediatric clinical care providers in the country. Children’s offers access to more than 60 pediatric specialties and programs and is ranked among the top children’s hospitals in the country by U.S.News & World Report. With generous philanthropic and volunteer support, Children’s has impacted the lives of children in Georgia, the United States and throughout the world. For more information contact Patty Turlington Gregory
Key Messages In the event of an Ebola outbreak on site, Children’s Healthcare of Atlanta’s first priority is to take care of its patients and families. Due to every case and crisis being drastically differently, the following are key messages that a spokesperson should deliver to the media. During all questioning, please remember our key messages and strive to tailor the answer back to these key messages. • Our Mission: To make kids better today and healthier tomorrow… even with Ebola • Values: We care about people ergo we will be sensitive to our patients needs. We are passionate about kids, and we are dedicated to all better. • What is Ebola: A killer disease caused by a virus. It spreads quickly from person to person, kills in a short time, BUT can be prevented. • Symptoms: Fever, Vomiting, Diarrhea, bleeding, muscle or joint pain, skin rash. • How is Ebola spread? Direct contact with wounds, body fluids like blood, saliva, vomitus, stool, urine of an infected person, using skin piercing instruments that have been used by an infected person, eating bush meats especially monkeys, chimpanzees, bats, or dead animals and eating fruits that bats or wild animals have partly eaten (bat mot) • Ebola is not airborne in the sense that you can breathe air and contract the disease. • We are currently monitoring and contacting every possible person who has had direct contact with our patient and bringing them to the proper hospitals to ensure monitoring for 21 days. • We will communicate every step of the way. We believe in transparency and any critical information that needs to be distributed will be discussed with the proper channels as soon as possible • For real time updates please look at our website www.choa.org or follow our social media websites. Website Chrissie Gallentine is in charge of updating the website with new information as it is learned. She will create a ghost site or black site that will only become available when top executives agree that all information is accurate and proficiently shared. Their must be a video message from a top executive sharing what is happening, why it happened and the current stance of the issue. This video must show compassion, sincerity, vulnerability and a sense of urgency. There needs to be an opportunity for people to donate and connect to the cause. There will be a link to donate money to Ebola research and preparedness materials to help further stop the outbreak of the virus. There will be words of inspiration from past Ebola survivors. There will be info graphic that will teach readers the essential facts on how Ebola is contracted and distributed. At the bottom of the website there will be a public forum where patients and citizens of Atlanta can post questions that need answering by our crisis communication team. It would also be extremely beneficial to have a written release statement by a spokesperson for the CDC and the US Government to ensure peace be over the city of Atlanta. This ghost site must be posted in an extremely noticeable place on www.choa.org so that the information is easily accessible.
An example message should look like the following, in bolded letters with contrasting colors to the website to gain attention. Attention! At approximately __:__ a.m./p.m. Children’s Healthcare of Atlanta admitted a patient who was suffering from vomiting, fever and diarrhea. After completing a blood sample, the test came back positive for Ebola. This is the first children’s case of Ebola within the United States and we are utilizing and implementing our extensive training and tools to ensure the quality of care that this patient deserves. At this time we are not releasing the minors identification due to the sensitivity of the issue. Please be aware that all persons that need to be contacted and monitored for symptoms have already been called. We have no reason to believe that this virus has been brought outside the hospital due to the fact that you can only distribute the disease when symptoms are present. We have isolated the patient and quarantined the child so that no further spread of the virus is possible. All proper government officials have been contacted and we are working closely with the CDC. At this time the hospital is going through extensive cleaning to ensure that all surfaces are free from any bodily fluid that could pass the disease. We are still accepting new patients and believe there is no risk for transmission of this disease. For more real-time updates please follow our social media accounts on Facebook and Twitter so that we can be as transparent and honest about this situation. We are dedicated to “all-better” and we will do everything in our power to see that this situation is taken care of with full responsibility. We have set up a giving portal to assist research and better equipment so that we can properly care for this patient and future patients to come. Please consider donating today. In addition to this message, the crisis communication team must verify that the website hosts real-time information and responds quickly and accurately to patient and Atlanta citizen questions. This will relieve nerves and dispel any unwanted rumors.
Blogs and Social Media: Children’s Healthcare of Atlanta has a very strong social media presence. The Twitter account @childrensatl has more than 16,000 followers on their account. The Children’s Healthcare of Atlanta Facebook page currently has 161,159 likes with over 64,000 visits. The CHOA Instagram page has more than 3000 followers and it is essentially a brand new account. With these three key social media profiles it will be very easy to distribute our key message and real time updates to a mass majority of people. It is vital that we take advantage of our social media power and use it to our benefit during crisis. It is also critical to respond to tweets, comments and questions promptly and accurately. Our creative content manager will post messages to Twitter, Facebook and Instagram in a timely fashion and will compose tweets in advance with the 140character limit in place. Twitter will link users to the aforementioned ghost site so that they can read more thorough information. On Facebook, a full description of the crisis with the key messages will be included. CHOA will also take advantage of the email newsletter and distribute it to all patients, donors, and employees to continuously provide a thorough update. The more platforms that we share the key messages, the wider the audience, which results in less rumors. Here is an example tweet: CHOA has had an Ebola outbreak. Please visit www.choa.org for more updates #CHOAebola
Before and during a crisis, it is extremely important that CHOA engages in social media monitoring to listen to customer and patient complaints through social media and to fix or calm any fears or anxieties rapidly. This way we can look for prodromes (warning signs). One of the most useful places to look for warning signs to a brand or reputation crisis is in the comment streams on social media profiles. If a healthy amount of customers or patients parents are complaining about a specific issue then it is time to readdress what is being complained about and to make a statement before it becomes a major ordeal. We have to remember our values of CHOA and to be honest and upfront about all situations. Some blog or social media accounts to monitor include: Mothers that interact with audiences http://www.thebluebirdpatch.com http://divinelifestyle.com http://thedivinemissmommy.com/ http://www.jamonkey.com/ http://sojournermarablegrimmett.blogspot.com/ http://missy-straightfromtheheart.blogspot.com/ http://www.jollymom.com/ http://www.alpharettamoms.org/ http://bossygirl1980.com/ http://buckheadmommy.com/ http://www.mamaliciousmaria.blogspot.com/ Monitor comments on CHOA’s blog: www.dedicatedtoallbetter.org Blogs about Social Philanthropy http://philanthropy.com/blogs/social-philanthropy/a-celebrity’s-boost-on-twitter-aids-atlantahospital/29237 Monitors not-for-profit companies http://nonprofitmarcommunity.com/social-media-monitoring-measurement-nonprofits/ http://www.charitynavigator.org/index.cfm?bay=search.summary&orgid=5756 http://www.glassdoor.com/Reviews/Children-s-Miracle-Network-Reviews-E19339.htm http://give.org/charity-reviews/national/health/childrens-miracle-network-in-salt-lake-city-ut4442 Better Business Bureau http://www.bbb.org/atlanta/business-reviews/health-and-medical-general/childrens-healthcareof-atlanta-in-atlanta-ga-7608
Trick Questions: The following are a list of potential trick questions that need to be answered very carefully. The media will sometimes ask very loaded or leading questions that can destroy a reputation if the spokesperson is not prepared. Speculative question: If Children’s Healthcare of Atlanta doesn’t clean the hospital thoroughly or set up the quarantine room, how many patients are expected to catch the Ebola virus? A. We are working very closely with the CDC in order to ensure that all proper protocols for handling this virus are being followed. All staff and doctors have gone through extensive training in order to make sure there is very little to no human error. Right now, we believe that there is no reason for any of our past or current patients to have fear about contracting Ebola. Leading questions: You do believe it was a mistake to have Children’s Healthcare of Atlanta admit a patient with symptoms of Ebola, putting the whole hospital at risk, right? A. As previously mentioned our staff is fully capable of treating children of all sicknesses and diseases. We are the best at specialized care for children and it would be against our belief system and mission of being dedicated to “all better” to dismiss this child from the care he or she deserves. Our staff has undergone plenty of training and has direct contact with the other area hospitals who have seen similar cases to serve as direct mentors. Accusatory Questions: Whose fault was this, the desk staff, the nurses, the original doctor who screened the patient? A. We believe that there is no place to put blame or fault onto any party. At this time there has been no spread of the virus and we are monitoring the symptoms of everyone involved. We have a special team in place that is working just with the patient and no other patients in order to remove the possibility of spreading the virus. We accept full responsibility for admitting the patient to this hospital because we believe that every child deserves life. Silence: Some reporters will just sit there quietly and wait for you to talk endlessly out of being uncomfortable until you share information accidentally. A. Refer to key messages, values, and information posted on the website. Reassure them that as information becomes available, a spokesperson will release more data. Chummy Questions: These will be questions in which the media will try to be your friend in order to lower your walls. “Hey buddy, I know this is a difficult situation, but can you please tell us who the child is so that we can make sure anyone who could be in harm’s way is notified?” A. Due to the sensitivity of the case and the fact that our patient is a minor, we will not be releasing any information about the identity of our patient. At this time the CDC and Government officials have closely worked with the family and child in order to contact any person that needs to be monitored.
List of warning signs: 1. Social media monitoring shows that there are a ton of rumors speculating what is happening within the hospital and who is actually at risk. Messages are being twisted and reputation is starting to become damaged. A. Utilize social media monitoring sites to track what customers are saying about the hospital and the direction that the investigation is going in. CHOA needs to assess how Emory Healthcare handled the crisis through social media and not only implement their strategies but improve upon them. CHOA needs to release a video statement, written statement, and social media statement, across all platforms with the same central message so that ideas and messages do not become contorted or twisted. 2. There is a breakout of Ebola in the Southeastern United States that is uncontrollable which means that cases could soon come to CHOA. A. Monitor the growing situation within the southeastern US and continually prepare the hospital and doctors to effectively treat Ebola patients with pediatric needs. 3. Hartsfield Jackson airport responds to Ebola breakout by doing cheek swabs and temperature gauge control of each patient coming from west Africa, however they seem to miss one flight with children on board. A. Monitor the situation, send an email to all staff members telling them to be on high alert. Train nurses and desk staff to recognize symptoms of Ebola and quarantine the patient as soon as he or she comes in.
Related URLs CDC Updates on Ebola http://www.cdc.gov/vhf/ebola/ This website gives the most up to date information about Ebola. Emory Healthcare http://www.emoryhealthcare.org/ebola-protocol/ehc-message.html This is the first hospital to receive an Ebola patient in Atlanta, there messages are well timed and sensitive. This is a good model to use. Governor Nathan Deal’s statements and policies on Ebola http://gov.georgia.gov/press-releases/2014-10-27/deal-issues-new-policy-travelers-ebolaaffected-countries This will be helpful when dealing with the policies of Ebola and how to handle patients from foreign countries.
VI. Evaluation Evaluation form: It is crucial to evaluate the crisis communication plan directly after the event while the raw emotions, feedback, and events are still very tangible. Thinking through each step of the plan and being transparent with one another about the strengths and weaknesses of how the situation was handled with vastly improve this plan to be more effective in case there is another breakout or disease. 1. Media Relations A. Were there areas in which we could have been more open and transparent without hindering our patient’s privacy? B. How could we improve media relations for the next time a crisis occurs within the hospital? C. How well did we field questions via phone call at our crisis communication center 2. Community Relations A. Did we engage our patients and the citizens well with social media by answering their questions and giving them honest and real-time updates? B.
How can we further engage the community during a future crisis?
3. Crisis Management Team Performance A. Did all members perform to their assigned roles and live up to the pressure of their positions. B. Do we need to reevaluate different roles or add more people to the CCT in order to lessen stress on one particular person C. Was there any vital information missing from the crisis communication plan that could have helped Children’s Healthcare of Atlanta perform better? 4. Overall A. What are any other suggestions, comments, or thoughts that you have that will be helpful in improving this plan?