best practices in crisis communications using your intranet
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Copyrights HospitalPortal.net 2016. All rights reserved.
BEST PRACTICES inCrisis Communication Using your Hospital Intranet
Anne La Francis
Director of Sales and Marketing
HospitalPortal.net
Angela Novak
Client Services Director
H2M
Copyrights HospitalPortal.net 2016. All rights reserved.
Agenda Best Practices in Internal Communication
Creating an Internal Communication Program
Using an internal communication program for crisis management
Types of Healthcare Crises
Key tips for using your Intranet for Crisis Communication
Strategies for crisis communication preparation
Strategies for crisis communication response
How to better distribute and present crisis communication to staff
Tools for providing leadership with valuable staff feedback during the crisis
Post-crisis evaluation
Copyrights HospitalPortal.net 2016. All rights reserved.
HospitalPortal.net & H2M share a mutual client… “We have relied on HospitalPortal.net to manage our intranet for many years. The “Central Line” as it is called is a vital tool used for internal communications with our 900 employees and 80+ medical staff at Lake Region Healthcare. Their easy-to-use interface helps us to keep intranet content fresh and relevant.”______________________________________________________________________________________________“Lake Region Healthcare has been a client of H2M since the fall of 2012 and have become an extension of our marketing department. They treat our business as if it were their own, seeking to learn and understand our industry and marketplace through in-person visits, extensive research and collaboration with our internal staff on projects from media production to graphic design and PR to content development.”
Katie N. JohnsonVP, Marketing & Communicationsand LRH FoundationLake Region HEALTHCARE
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Creating an Internal Communication
Program
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Why internal communication?
Employee engagement
Brand ambassadorship
Work smarter, not harderFor every 2% increase in employee satisfaction,
there is a 1% increase in retention…
Your Employees Power Your Long-term ROI.
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Employee engagement Proactive transparency builds trust and
respect between the health system and its
employees.
Regular internal communication unites
employees by breaking down the silos
and/or barriers between service lines,
departments and locations.
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Brand ambassadors Your employees are your best brand
ambassadors.
Because your patients spend the majority of
their time interacting with your employees,
consistency and authenticity in messaging is
key.
Patients can never love your hospital until your employees love it first.
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Work smarter, not harder You are already developing strong external
content, so capture the messages in one
centralized intranet portal, making it easy for
employees to stay informed and efficient for you
to publish.
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What’s the best approach? An internal communication program that’s integrated within your overall marketing
communication department and that leverages multiple employee touchpoints.
Tactics include:
Become your own publisher
Tell employees first
Make it a two-way street
Maintain a regular schedule
Launch a brand ambassador program
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Become your own publisher Manage all of your communication messages across
all channels with a comprehensive content calendar.
Channels should include all communication
touchpoints throughout the employee experience.
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Tell employees first
Healthcare employees are accustom
to being empowered; they are on the
frontlines of making vital decisions
everyday.
Healthcare employees should be the
first to know…and sometimes the
ONLY to know.
Daily Happenings
• Trainings
• Celebrations
• Menus
• Quality reports
• Census information
• Births
Earned Media/PR Updates
• Hospital improvements
• New facility upgrades
• Mergers or acquisitions
• Community programs
Leadership Updates
• Leadership blogs
• Leadership academy
Social Feed
• Social network updates
Crisis Communication
• Emergency preparation and response
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Make it a two-way street Successful internal communication offers
employees an opportunity to ask
questions, give ideas and participate in the
communication overall.
This should happen both through your
intranet and in-person.
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Maintain a regular schedule Proactive communication on a regular schedule is
key.
Offer relevant, timely content and they will keep
coming back for more.
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Launch a Brand Ambassador Program Empower though leaders and influential
employees to be your boots-on-the-ground
messengers.
Arm them with key talking points and Q&As.
Gather what they are hearings so leadership
gains frontline knowledge.
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Healthcare Crises - Be Prepared
School shooting, bomb threat,
flood…blizzards
Leverage the channels your
employees already trust
Red River Flood of 2009 – 100
year flood
When a robust internal communication program may mean the most
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Red River Flood of 2009
City was called to evacuate
Weeks of Incident Command
This is the time to execute and execute
well.
Images courtesy of documentingreality.com
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Your communication style
Timing should be consistent, frequent,
and aligned with staff schedules.
Information should be relevant,
concise and action-oriented.
Align your internal and external
messaging.
Tone should be confident, calm and direct.
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What is the main channel your organization uses for crisis communication?
External-facing website
Printed newsletters/material
Intranet
No consistent internal communication
POLL QUESTION #1
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Best Practices for Crisis Management Have a Plan
Put a Team in Charge
Utilize Monitoring Tools
Manage Reputational Damage
Respond Quickly
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Have a Preparation Plan
Connect staff
Create awareness
Engage staff
Identify staff and leadership
Establish guidelines/standardize procedures
Offer proper training/education
Publish important documents
Keep staff accountable
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Have a Response Plan
Timely communication & alerts
Incident response team pages
Ongoing updates
Marketing/PR
Reputation management
Social & brand ambassadorship
Staff and resource scheduling
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How-to Resources
Action Sheets
Incident Chain of Command
Track, monitor and report on response actions
Proactive planning throughout crisis
Management dashboards
Have a Response Plan cont’d
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Put a Team in Charge Designate a team/candidate to be the “speaker” or
the voice
Identify the key stakeholders that should participate
and outline their roles and responsibilities for the
communication preparation and response
Determine primary contact person for govt.
agencies/organizations and the first response
personnel for each department
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Utilize Crisis Monitoring Tools Census Boards for monitoring hospital capacity
Vulnerability analysis charts
Quick links to emergency centers (FEMA, CDC) and
other local hospitals
Weather alerts via RSS feeds from local resources,
media alerts and monitoring tool data
Real-time monitoring
Read acknowledgements/Notice of
acceptance
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Manage Reputational Damage Train staff ahead of time Monitor media in real-time
Brandwatch Cision Critical Mention Metro Monitor
Build Trust Be Honest Don’t Argue with Commenters Take a Human Approach
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Respond Quickly Engage chain of command
Alert Employees First
Keep Employees Constantly Informed
Share intranet links to crisis
operational plan
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Post-Crisis Evaluation Plan Outline challenges, successes and lessons learned
Identify actions that prevented successful execution during any point in response and
crisis management plan
Amend or revise crisis messaging or crisis policies and procedures if needed
Evaluate short and long term goals
Prepare debriefing reports and metrics on success of response
Monitor reputational exposure and develop remediation plan if needed
Refine crisis communication strategy and crisis operational plan if needed
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Intranet Features to help with
Crisis Management
Training/educational resources
Announcements (News, Scrollers, Image Slideshows)
Blogs
Contact & Emergency Vendor directories
Integrated Policies & Procedures
Mass notifications/alerts
Chain of commands lists
Emergency codes
Dedicated pages to crisis topic
Crisis Forums
Ticket management
Project teams real-time Chat
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Training/Educational Resources Training videos
Training modules for crises for new hires
Relevant educational resources on
crisis topics
Class registration for crisis
management classes
RSS Feeds from emergency resource
centers
Links to LMS providers and ongoing access
to crisis education
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Policies and Procedures All content becomes searchable
Search by policy keyword, title, number
Job action sheets
Facility maps
Read acks on all policy documents
newly updated or revised
Notice of acceptance feature to track
whether or not an authenticated
employee has reviewed a document
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Create images ahead of time for certain
types of crises
Keeps the information front and center
and highly noticeable
Can be hyperlinked to a emergency page
with additional information on the crisis
AnnouncementsHome Page Slideshow/Image Gallery
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Devoted section to the most timely crisis updates
Images speak louder than words sometimes – easily add
images to your crisis communications
Subscription based news – asking staff to follow stories if
potential crisis is on the rise
Enable or disable comments for the most optimal
engagement about the crisis
Ability to preset these to go live immediately and expire
on a set date
AnnouncementsHot News Section
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Can be used for any type of mass
messaging
Managing reputational publicity
Often used as a crisis alert for:
Fires
Evacuations
System Outages
Local community crises
AnnouncementsEmergency Scroller Mechanism
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Collaborate, learn, and use 2-way communication
during a crisis
Enable comments to engage staff
Access to past archived posts
Manage PR messages by sending out facts what the
hospital is doing about it
Examples
Departmental, Personal, Leadership/CEO
Adding a connection
Vlog
Leadership Blogs
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Crisis Forums Staff Forums dedicated to a
specific crisis
All content becomes searchable
Categorize by Crisis Topic
Departmental Forums
Project collaboration
Other forum examples
Hospital Wikis
Classifieds
Crisis team projects
Ride sharing coordination
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Crisis Dedicated Pages General emergency pages
Dedicated crisis specific pages
(Ebola)
Crisis staff team project
collaboration pages
Quick links and resources
Latest news updates
Submit a ticket request
Emergency contacts
3rd party iFrame content from
emergency resources (CDC)
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Crisis Management Tools Incident Command
System
Emergency Action Wizard
Emergency Codes
Can be placed on any
pages
Many clients create as
hidden component and go
live only during the
emergency
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Forms & Workflows Over 100+ forms available in library
Easy to custom create forms ahead of time for
certain crises
Incident reporting forms
Ask crisis management
Time off request
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Crisis Response Tickets Help desk ticket tracking
Crisis response ticket management
for completing tasks associated with
the crisis
Facility tickets for maintenance due
to crisis
Log all issues for appropriate staff to
take action
Email reminders
Can pre-create crisis categories
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Restricted View Pages Board & Physician Pages
Crisis Meeting packets, notes and
archives
Committee lists
Calendars
Crisis Dashboards
Links to relevant crisis management
resources
On call schedule(s)
News and announcements
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Q & A
Copyrights HospitalPortal.net 2016. All rights reserved.
THANK YOU!
Anne La FrancisHospitalPortal.net
Director of Sales and MarketingALaFrancis@HospitalPortal.net
Angela NovakH2M
Client Services Directorangela@h2m.biz
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