The Critical Don'ts of Crisis Communications in Healthcare

While many of these points may seem obvious or elementary, so many organizations forget the basics when managing a crisis.  It comes back to the basics of communication, understanding human behavior and our need to help, provide answers, assure the public, and, sadly, with some organizations that shall remain nameless, deflect blame.

However, in the high-stakes world of healthcare, a crisis isn't just a PR problem; it can directly impact trust across all stakeholders, staff morale, and even clinical outcomes. When the unexpected strikes – a medical error, a data breach, an infectious disease outbreak, financial stewardship, or even a natural disaster – effective communication is paramount. But equally important is knowing what not to do. Below are some critical "don'ts" to avoid when navigating a healthcare crisis:

1. Don't Delay or Withhold Information: In the age of instant information, silence is a vacuum that will quickly be filled with speculation and misinformation. While it's crucial to verify facts, delaying communication beyond a reasonable timeframe or intentionally withholding information erodes trust and fuels suspicion. Be transparent and timely, even if the initial information is incomplete.

2. Don't Speculate or Guess: When faced with uncertainty, it's tempting to offer preliminary theories. However, in healthcare, this can be disastrous. Speculating about causes, outcomes, or liability without confirmed facts can lead to false alarms, unnecessary panic, and a loss of credibility. Stick to what you know and communicate the process for finding out what you don't.

3. Don't Blame or Point Fingers: The immediate aftermath of a crisis is not the time for assigning blame, whether internally or externally. This defensiveness creates an adversarial environment and distracts from the core goal: managing the crisis and ensuring safety. Focus on solutions, accountability, and the well-being of those affected.

4. Don't Use Jargon or Overly Technical Language: Your audience during a crisis will be diverse, including patients, families, the media, and the public. Avoid medical acronyms, complex scientific terms, or overly clinical language that can confuse or alienate. Communicate clearly, concisely, and in plain language everyone can understand.

5. Don't Underestimate the Emotional Impact: Healthcare crises often involve fear, anxiety, anger, and grief. Don't dismiss or downplay these emotions. Acknowledge the human element of the crisis and express empathy for those affected. A cold, clinical response will only intensify negative feelings.

6. Don't Ignore or Dismiss Stakeholders: Beyond patients and the public, consider all your stakeholders: staff, physicians, regulators, suppliers, and community leaders. Failing to communicate with and engage these groups can lead to internal discord, regulatory issues, and a breakdown of essential partnerships.

7. Don't Forget Internal Communications: Your employees are often your most important ambassadors during a crisis. If they are not informed and empowered, they can become a source of misinformation or feel undervalued. Keep staff updated, provide them with accurate talking points, and address their concerns.

8. Don't Promise What You Can't Deliver: To reassure, there's a temptation to make promises that are difficult or impossible to keep. This sets unrealistic expectations and will inevitably lead to further disappointment and damage to your reputation. Be realistic about what can be achieved and focus on actionable steps.

By understanding and actively avoiding these common pitfalls, healthcare organizations can navigate crises more effectively, protect their reputation, and, most importantly, maintain the trust essential for providing quality care.