1. Healthcare Association of New York State Effective Communications A presentation at the HTNYS Annual Conference September 9, 2006 William Van Slyke Vice President, Communications and Public Relations Healthcare Association of New York State

3. Importance of effective communication strategy –What it can mean to your facility’s/ system’s success Trustees’ critical role in communication strategy Strategies, approaches, mechanisms

4. Healthcare Association of New York State New York’s only statewide hospital and continuing care advocacy organization

5. Healthcare Association of New York State Clearly Communicate Ideas

6. Healthcare Association of New York State The Communications Division seeks to further establish HANYS as the leading voice on health care policy and advocacy for New York State’s hospitals and continuing care providers. In addition, it is the duty of Communications to demonstrate the value of HANYS as a champion for patient safety and quality care throughout the state and the nation.

7. Healthcare Association of New York State First, HANYS viewed as the leading expert, whenever possible. Second, Communicate in terms they understand, in a context that demonstrates empathy.

8. Healthcare Association of New York State... No profession is more committed to continually improving their knowledge and technique than health care providers... We embrace criticism as an opportunity to continue improving care

9. Healthcare Association of New York State... The study is narrow in scope... Doesn’t reflect the overall quality of an institution... It’s just one factor patients should consider when evaluating a provider... Yada yada yada.

10. Healthcare Association of New York State “As more and more of these reports are issued, however, we’re concerned that the net effect will not be a more informed patient, but a totally bewildered patient.”

11. Healthcare Association of New York State William Van Slyke of the Healthcare Association of New York State said... From a consumer perspective, the information can be bewildering and it can be hard to draw a picture of the overall quality of care at an institution. Excerpted from “Hospital mortality rates dip… But four hospitals in area show no improvement, report says”, June 18, 2006, Gannett News Service

12. Healthcare Association of New York State We understand the issue is confusing to patients Actively pursuing an approach to benefit the patient

13. Healthcare Association of New York State Public thinks lobbyists are self- interested, and HANYS’ members certainly are not HANYS is much more than a lobbying organization; we are committed to ever improving patient care

14. Healthcare Association of New York State Communicates a deep understanding and empathy for your patients Ideal communication

15. Healthcare Association of New York State Reinforces to your communities that your ONLY mission is to protect their health and wellness Ideal communication

16. Healthcare Association of New York State $$$

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19. Defining guiding principles for your external communications

20. Healthcare Association of New York State BOTTOM LINE: Make it about the patient, always about the patient.

21. Healthcare Association of New York State So where does a trustee fit in this world?

22. Healthcare Association of New York State CREDIBILITY

23. Healthcare Association of New York State VOLUNTEERISM

24. Healthcare Association of New York State Competitive environment Small pool of qualified candidates nationally Northeast winters

25. Healthcare Association of New York State Coordinate with your PR staff Always Coordinate with your PR staff Coordinate with your PR staff Before you speak to the media:

26. Healthcare Association of New York State Protect Your Credibility

27. Healthcare Association of New York State Consult with your organization’s PR staff before making a comment Use the message points and stay on message Do not estimate, guess, guesstimate or shoot from the hip

28. Healthcare Association of New York State Never say anything you know is not true Never intentionally mislead the reporter

29. Healthcare Association of New York State No need to panic or be defensive.

30. Healthcare Association of New York State “You know who’d be much more helpful to you at HANYS [your facility] is Bill Van Slyke [your PR person]. Give him [her] a call at 518-431-7770 [phone #]. I’m sure he’d [she’d] be happy to help you.”

31. Healthcare Association of New York State “OK. Give me your number and I’ll get right back to you. What’s your deadline?”

32. Healthcare Association of New York State Try to avoid making news by not initiating or reacting to controversial statements. If you are approached in person by the reporter...

33. Healthcare Association of New York State If you are contacted by telephone, try the previous suggestions... “You know who’d be much more helpful to you at HANYS [your facility] is Bill Van Slyke [your PR person]. Give him [her] a call at 518-431-7770 [phone #]. I’m sure he’d [she’d] be happy to help you.”

34. Healthcare Association of New York State OR... “OK. Give me your number and I’ll get right back to you. What’s your deadline?”

35. Healthcare Association of New York State If the reporter persists... “I want to help you, but I can’t right now. If you give me your number and your deadline, I’ll get right back to you.”

36. Healthcare Association of New York State In any case, your next action is to immediately call your PR staff to consult and coordinate next steps.

37. Healthcare Association of New York State Any media interaction should first be coordinated through your organization’s PR staff.

38. Healthcare Association of New York State Who is your facility’s PR person? If you don’t know, I encourage you to reach out and get to know them.

39. Healthcare Association of New York State Your facility should capitalize on your CREDIBILITY

40. Healthcare Association of New York State Coordinate with your PR person. Use message points.

41. Healthcare Association of New York State HANYS and HTNYS will help

42. Healthcare Association of New York State People like their hospitals

43. Healthcare Association of New York State Empathize with the patient perspective Never be defensive Capitalize on your unique credibility A formalized communications strategy

44. Healthcare Association of New York State Protect your credibility Always coordinate with your PR staff And... A formalized communications strategy (cont.)

45. Healthcare Association of New York State Stay on Message MOST IMPORTANTLY...

46. Healthcare Association of New York State Thank You. wvanslyk@hanys.org (518) 431-7770