Put your best foot forward
Put your best foot forward
Experts offer tips for handling the press
Case managers are being caught in the backlash of anti-managed-care sentiment sweeping the country. Reporters on a deadline often don’t have time to sort out the intricacies of the health care delivery system and see where case management fits. Although you can’t prevent negative or misleading stories about case management from reaching your patients, you can follow some simple steps to ensure you communicate clearly if members of the media contact you for comment. (For information on how to create a positive public image for your case management organization, see p. 17.)
Here are a few pointers on handling the media from public relations and case management professionals:
o Appoint a spokesperson.
"First and foremost, appoint one or two spokespersons for your organization and always refer any calls from the media to your spokespersons," says Deborah Jensen, president of An In-House Associate, a public relations and publicity firm with case management clients based in Huntington, NY.
"Any information about your organization should always be filtered through these individuals. This ensures you deliver a consistent message. It also enables the media to know who to come to for information," she explains. "It sets up a good relationship with the media and makes it more likely that your message will be reported accurately."
"Remember, your best spokesperson may not be your organization president or director of case management," adds Brenna Harrington, a health care public relations consultant in Lawr ence ville, GA, with 15 years of experience. "It may be that second year case manager who is very enthusiastic and communicates well. However, make sure you choose the spokesperson who is knowledgeable as well as enthusiastic."
o Create a tip sheet.
Keep a little tip sheet in your mind, or even written out, that reminds you how you want to position your company or define case management, suggests Jensen. "Take a beat and think about your response. Sometimes, teaching opportunities come quickly and unexpectedly. You have to be prepared."
o Understand the facts.
If you are contacted by a reporter for comment on legislation or a legal case against a managed care organization or hospital, make sure you are fully informed about the issue before commenting, adds Jensen. "If you are unfamiliar with the issue or the case, politely request that an article or other background materials be sent or faxed to you before you comment," she suggests.
o Use simple language.
When talking with the media, avoid medical or technical terms, says Harrington. "Use simple English. Focus on how case management helps patients get well faster, cope with a loss, or receive access to appropriate care. Try to explain what you do in 100 words or less. The biggest mistake you can make with the media is failing to make your message personal and simple." She suggests case managers use real-life examples to communicate their message. "Journalists today want to put a face on the news. Poignant anecdotes get the attention of the media and consumers."
Jensen agrees. "Examples work. Whenever you are asked to comment on a situation, explain how you have handled similar situations in the past." She suggests using phrases such as these:
— "I have always found that . . . ."
— "The way my organization normally handles that type of situation is . . . ."
"Whatever phrase you use, make sure you position the case manager as the concerned patient advocate," she adds. "For example, if you are asked to comment on a lawsuit involving an injured child, express concern for the family. Avoid going into clinical details of the case. Don’t elaborate on the medical decisions that were made and whether or not you agree with them."
o Find out the reporter’s deadline.
You don’t have to respond immediately to a request for a comment, say Jensen and Harrington. "Always hesitate prior to answering. You don’t have to answer shotgun fashion. It’s OK to ask for the reporter’s deadline and ask whether you can call the reporter back in an hour," Jensen says. "This leaves the reporter with the feeling that you are being cooperative and still allows you time to think about what you need to communicate."
However, case managers should avoid phrases such as "no comment" and "I can’t comment on that," cautions Harrington. Instead, she suggests case managers use these kinds of phrases:
— "I know that’s an important question, but I don’t know enough to give you the answer you need right now."
— "I need to look into this more thoroughly and get back to you. When is your deadline for this story?"
If you receive a phone message from a journalist, return it, she advises. "Case managers must understand that reporters often have 24 hours or less to put together a story. This may be your only shot. You can put the reporter off, but you may never get your message heard."
o Offer to review the material.
"Some reporters tell you straight out they don’t allow sources to review information before it’s published," says Catherine Mullahy, RN, BS, CRRN, CCM, president of Options Unlimited, a case management company in Huntington, NY. "Others allow, or even welcome, you to review the article to make sure they got the facts right."
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