Saving Hospital’s Reputation and Downsize Its Staff

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Table of Contents

Introduction
Main body
Conclusion
Reference

Introduction

It is a common situation when a company or organization, has decided to downsize its staff, is attacked by the press. It is a peculiarly painful topic as far as local medical institutions are concerned. Negative news about them finds many readers and watchers as almost every member of a local community wants to get high-quality medical services.

In the given situation, much clamor is raised against the hospital administration. That is why, a meeting of the PR Director with the press should be organized as soon as possible while the point is hot (“5 ways,” 2013). One can hope that the hospital’s reputation is not irreversibly spoiled yet, and there is still a chance to justify the administration’s actions.

Main body

Further on, it is not difficult to suppose what questions the journalists will ask. Most of them might concern the reasons for firing the nurses. In the first place, while answering those questions, according to the information, the tone of the PR Director should be apologetic. The expectable effect is that not only the sacked nurses but also the hospital and its administration are considered victims of the unfavorable circumstances.

The next significant point is that the causes of downsizing the nursing staff should be explained clearly so that the journalists and the public are satisfied with the PR Director’s answers and have no more questions. There is much possibility that the press will make a video of the meeting and download it on Youtube, that is why the hospital’s official representative should sound polite. Further on, it is preferable not to lie (“5 ways,” 2013). It should be explained that reducing the staff is a necessary measure. Firstly, for some time, the hospital has had a lack of patients and too many nurses for such a small number of them, that is why the staff should be smaller and more suitable for the needs of the hospital. Secondly, as any state medical institution, it does not get enough financing from the budget. It means that the administration has to pay salaries to extra workers, but there is no opportunity to renew the equipment, which is costly nowadays. Of course, the managers regret sacking the workers, but they have nothing else to do. The PR Director should mention that, certainly, the nurses will be paid all the compensations, guaranteed by the law. They will also be given honest recommendations, which will allow them to find another job in the nearest time.

As for further damage control, several measures should be taken. Firstly, the administration should let the press know that they are open to discussion and communication (“5 ways,” 2013). Refusing to talk to journalists can only harm the hospital’s reputation. Secondly, the situation should be explained on the institution’s official website. Thirdly, it would be preferable to make and spread a video in which the PR Director will describe the hardships of his institution in an apologetic tone.

Conclusion

To conclude, during the meeting with the press, the hospital’s representative should sound polite and apologetic. He or she should explain the financial difficulties, which the institution has to face, and the needed measures to cope with them. It should be mentioned that all the nurses will get compensation in accordance with the law. Other steps to save the reputation should be putting a press release on the hospital’s website and recording a video in which the PR Director will briefly repeat the information, given to the press.

Reference

5 ways NOT to handle negative press. (2013). Web.

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Saving Hospital’s Reputation and Downsize Its Staff

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