Hospitals and media relations

G D Kunders

The “News Media” or “The Press” is not limited to newspapers, but includes all media that gathers and disseminates news and information. They cover news-sections of radio, television, magazines, trade-publications as well as daily, weekly and bi-weekly newspapers and news magazines.

It would be in the best interest of hospitals that they establish a good working relationship with the news media. Every hospital finds itself in situations in which it must meet or work with the press. Sometimes these circumstances are pleasant. At other times they may be inimical, even hostile. Sooner or later, disaster befalls almost any hospital. That is a sure occasion that attracts media attention. The hospital then becomes a central news source. Precisely when everyone in the hospital is scrambling to sort out the problem, just when they can least afford the time, they will find every reporter and photographer in town at their door demanding answers and pictures. Whether in times of crises or in normal times, hospitals must know how to handle media in a professional manner, and if they pass this test – a truly rugged test – they will gain the respect of the people and establish a good reputation. For this reason, every hospital must establish a media relations policy – a protocol for working with the media and for releasing patient and other hospital information.

Hospital’s news media relation is built on credibility, professionalism and mutual trust. This is not accomplished in a day. Reporters have a job to do and they are going to do it. Therefore, it is to the hospital’s advantage that it works cooperatively with the news media rather than at cross purposes. It will be a win-win situation for both. For example, during a major disaster, facilitating reporters’ access to accurate information will not only eliminate wild rumours and confusion but will also help to keep the situation at the hospital under control. So also providing correct and timely information about VIP patients.

Every hospital must determine what kind of a profile it wants to maintain in the news media – high, low or somewhere in between. Profile is one’s public image. Experts say that it will be detrimental to its interest to have a “no profile”. On the other hand it can to a degree shape and control its profile in the news media.

It was only a few decades ago that many corporations felt that it wasn’t good business to tell the public what they were doing. Gradually over the years, a new trend set in. Corporations discovered that they were being judged not only by their products and services but also by their “public image” – their reputation or the general impression that they give to the public. And that is accomplished by communicating effectively with the public. If communicating with the public to improve their public image is important to corporations, how much more should it be for hospitals?

Recent times have witnessed a pronounced trend in the role of CEOs of hospitals in public relations activities, some of which they feel are too important to be left in the hands of subordinates. One of these is handling media relations. When one considers some of the issues that today’s hospitals have to contend with – high cost of healthcare and the growing public criticism of it, problem of delivering quality care that is within the reach of common man, public concern about hospitals going high tech, to mention just a few – a positive relationship with the media becomes all too important.

Sample this: To counter the criticism of high cost of healthcare, a friendly media could explain to the public the high cost of equipment like the MRI and CT scan not to mention today’s sophisticated treatment. For example, a cardiac patient who once would have been treated with drugs – not so successfully – can now have bypass surgery or a pacemaker implant. A person who would have died of kidney failure can now have dialysis. Alternatively, he can have a new kidney. These procedures cost a great deal of money. Few patients would argue, if explained properly, that such advances are not worth the cost. On the other hand they feel happy that high quality treatment is available for every kind of ailment. When it comes to the question of their health, people want the best whatever it takes. The greatest benefit of this is that a story under the banner of the newspaper or T V News enjoys greater credibility and will be more widely believed than when it appears under the hospital’s name. And what is more, the hospital doesn’t pay for media space and time.

Hospitals must appreciate and respect the role of news media to disseminate news of interest to the general public. At the same time, reporters and editors must appreciate the hospitals’ overriding commitment to protecting the rights and privacy of their patients. There is need for them to observe many of the written and unwritten codes of professional practice. Without an awareness of these codes, media people often gatecrash into hospital’s out-of-bounds or off-limits areas violating the sacred trust of patients and the hospital in terms of privacy and confidentiality. They forget the fact that the hospital’s services are private and are usually personal.

As a detailed discussion of hospitals and news media relations is beyond the scope of this article, we have perforce to limit it to media relations in relation to patients. While all these are standard practices in advanced countries where media relation policies and codes are well established and followed, hospitals and the media have a long way to go in our own country. The need to educate our hospitals as well as the media is imperative. Hospitals for their part need to develop codes of cooperation with news organisations.

Release of patient information

Generally information about the patient should not be released without the patient’s permission except when it is a matter of public record, for example, cases that are by law reportable to police or health officials such as a person under arrest, a person who has been shot and stabbed. Only the physician may discuss the patient’s prognosis. The condition of the patient, however, may be discussed by the hospital’s spokesperson.

While describing patient’s condition, the terms that are generally used are good, fair, serious, critical, unconscious and dead. For example, “good” means vital signs (pulse, temperature and blood pressure) are stable and within normal limits. Patient is conscious and comfortable. Indicators (such as patient’s mobility and appetite) are excellent. “Critical” means vital signs are unstable and not within normal limits. Patient may be unconscious. Indicators are unfavourable. Although the death of a patient is presumed to be a matter of public record, it may be reported by the hospital after the next of kin has been notified or after a reasonable time has passed.

With a view to protecting the privacy of the patient, the hospital may give out only limited information about the various kinds of accidents or injury. The spokesperson may release the name, address and age of the patient, nature of injury, and whether the patient has been hospitalised. No attempt should be made to describe the event that caused the injury. That information should come from the police. Nor should the spokesperson say whether the person was intoxicated, whether the injuries were the result of an assault or attempted suicide, or whether the patient was a drug addict. With the consent of the physician, his name may be given to the media. However, when the physician’s specialty would reveal inappropriate information about the patient’s illness, his name should not be given. For example, when the physician is a psychiatrist.

Interviews and photographs

When a media person requests interviews with or photographs of a patient, the hospital must obtain the permission of the patient or the patient’s immediate family. To be sure that the patient’s condition is not placed at risk, the hospital must clear the interview with the patient’s physician. For its own protection, the hospital should require a signed consent form from the patient. When such permission is given, a member of the hospital staff should be with the reporter throughout the interview. The ward supervisor should be notified in advance. A nurse should preferably be present to help the photographer to position the patient so that the patient’s condition will not be aggravated. The patient should be observed for signs of discomfort or pain. The session should be called off immediately if the patient becomes ill or uncomfortable.

Media Responsibility

Although, it is generally accepted that the news media are the best judges of what constitutes news, hospitals and the physicians are the most competent judges of what serves the best interests of the patient in terms of his or her physical, mental and emotional state. The hospital has the right to require that members of the news media show proof of identity and obtain permission to enter patient care and other areas of the hospital. They should not object to a hospital representative accompanying them while gathering news on hospital premises.

Hospitals are bound by regulations and policies that limit access to specified areas such as the emergency department, labour-delivery and surgical suites. Emergency department is in particular a restricted area. By and large the department personnel are not permitted to release information on patients. Reporters should be referred to the hospital public relations director or the official spokesperson for release of information that may be granted after permission of the patient and the physician has been obtained.

Reporters have a responsibility to protect individuals, the institution and themselves by getting news only from authorised sources. When they gather information from peripheral sources, they have a responsibility to verify its veracity. In an effort to meet deadlines and breaking news ahead of other news organisations, they may fail to verify its accuracy. This may cause damage to the reputation of the hospital. For a detailed discussion of the subject, readers are urged to consult my book: How to Market Your Hospital without Selling Your Philosophy.

The writer is a hospital consultant and author.

E-mail: gdk@vsnl.net