'No comment' and other media concerns.

Being prepared is the best approach to dealing with the media are you ready?

It's every administrator's nightmare, or should be: your facility highlighted by a media expose. Bad things happen in nursing homes and can happen at any time. Your facility could be the next "film at 10:00." Bad things happen in hospitals too, as my 15-year experience can attest, but hospitals don't seem to be under the microscope like the long- term care industry. This bad press can devastate the best of facilities and take years to recover from-we need to be better prepared.

About a year ago a facility in our area was the target of a major (read sensationalized) report on the news. Granted, this facility could have done some things better and possibly could have avoided this negative exposure, but much of what the reporter showed (over and over again) could have happened anywhere under the right circumstances.

That day I decided to prepare my press crisis kit. Knowing I could not possibly prepare for every media crisis, I started listing potential situations and gathering information, facts and statistics-anything to use should the press come a-calling.

For example, a potential area for bad exposure is decubitus ulcers. I am now armed with statistics in the event of such exposure. If (but hopefully never) Ms. Newsperson approaches the facility saying that our care is poor and families have complained, and that we were cited by the state for bedsores on our last survey, I can respond with:

"Our facility has a long-established skin integrity program that encompasses both treatment and prevention. Our staff takes skin breakdowns very seriously and does everything possible to ensure that they do not occur. However, when and if they do, treatment and care are provided to heal the break as quickly as possible. Further, our facility falls below the 8.1% state average for decubitus ulcers, and 47% of ulcers for which we are providing care and treatment involve residents who already had them when admitted here from a hospital or elsewhere."

Or maybe Ms. Newsperson is researching staff turnover, particularly highlighting CNAs. I can respond with:

"Our facility prides itself on our employees. We seek the best, brightest and most caring individuals. Our CNA recruiting program offers a good starting salary, benefits, a bonus program and opportunities for advancement for employees who consistently do a good job. The national average rate for turnover of CNAs is 97%. We do our best to retain the best. We have a number of CNAs who have been with our home for more than five years and one who has been with us more than 20. We are proud of those individuals. Their jobs are tough and they do them with compassion and professionalism."

I believe this approach plays better than "No comment." Saying "No comment" might make people feel they're off the hook, but the relief is only temporary. It leads most people to feel you're hiding something or don't know what is really going on. You should almost always make a comment, and make the few seconds you have to do so count what you say might be the only positive things the public will hear.

This reminds me of a news clip in my press communications class: A man had just been arrested for killing his wife. The media was all over him. When he was taken out of his house and into the waiting squad car a reporter asked, "Sir, did you kill your wife?" To which he responded, "I love and cherish my wife." People talked for days about his innocence/guilt based on that quick statement. They remembered his statement more than any of the mounting evidence given in the news report preceding it.

So in dealing with the media, be careful. There are good reporters and bad. Don't jump too quickly. Start your statement with a positive, and when asked to comment on a situation about which you don't have all the facts, you should say so. For example, the following statement would be appropriate: "Our facility provides excellent care and services to more than 200 residents. Our staff includes well-trained, compassionate and professional individuals. At this time the incident in question is under investigation, but I expect that I could comment on the findings sometime this afternoon." Have your comments typed and prepared before speaking and, even better, prepare a written statement that you can hand out. This allows for no questions.

Other tips on preparedness 

* Deal with irate residents and families - they're the ones who tip off the press.

* Clip and save relevant news stories and journal articles.

* Organize your press research, with files labeled: bedsores, falls, state averages, etc.

* Get involved early. If you're not the one who will deal with the press, get that person involved early on potential issues.

* Sweeps weeks: Let's face it, undercover exposes make great lead-ins. According to my research, these reports are almost always aired in April/May and October/November. This means they're being worked on during March/April and September/October. Use resident/patient confidentiality to limit your statements, and use it to your advantage.

One last point to keep in mind: The media can be helpful to facilities, so don't always close the door. I have had great success and good coverage when working with some press outlets. Neighborhood newspapers and cable outlets are often looking for story ideas. Read their papers, watch their programs, and call one of the reporters with an idea for a story. That will allow you to begin building a relationship with him or her while you're prepared and relaxed. Good relationships with reporters can be extremely beneficial.

R. Angelo Iozzo is director of marketing and community relations for a long-term care management company in the Chicago area.