{"id":76400,"date":"2024-08-01T00:00:54","date_gmt":"2024-08-01T04:00:54","guid":{"rendered":"https:\/\/todaysveterinarybusiness.com\/?p=76400"},"modified":"2024-07-03T19:08:14","modified_gmt":"2024-07-03T23:08:14","slug":"how-to-avoid-a-pr-disaster-0824","status":"publish","type":"post","link":"https:\/\/navc.sitepreview.app\/todaysveterinarybusiness.com\/how-to-avoid-a-pr-disaster-0824\/","title":{"rendered":"How to Avoid a PR Disaster"},"content":{"rendered":"

You\u2019re a practice manager working a typical shift when a team member walks into your office to say a newspaper reporter is in the lobby and is working on a story about pet health care. What do you do? What happens if a TV station calls to ask about the cost of veterinary care? What\u2019s the best course of action if a disgruntled pet owner goes on social media to slam your clinic over an alleged mistake?<\/p>\n

Those are hypothetical situations, but they happen, sometimes thrusting the unprepared into the unwanted limelight.<\/p>\n

Many practice owners and managers<\/a> don\u2019t think they need a public relations strategy, but they will wish for one when they find themselves in crisis mode. Experts say a poorly handled media query or hastily-dealt-with PR crisis can have a long-lasting negative impact.<\/p>\n

A crisis PR plan can be the difference between success and failure when dealing with the media and unwanted or undeserved public attention, said Dr. Jim Humphries, an adjunct professor at Texas A&M University. He has become a specialist in crisis PR in recent years, dedicating time to research how veterinarians and practices can be better prepared.<\/p>\n

Most practices never find themselves in a crisis PR situation \u2014 and many never have to handle a simple media inquiry \u2014 so they don\u2019t think they need to be prepared. That attitude is prevalent and leaves practices scrambling when a potentially embarrassing situation pops up.<\/p>\n

\u201cThat is a problem when you are flying blind and don\u2019t think you\u2019re going to have a crisis,\u201d Dr. Humphries said. \u201cAn awful lot of veterinarians go through their whole career without having what you would consider a true media crisis, and that\u2019s as it should be. But we live in a very sensationalistic media time, so unfortunately, when veterinary medicine gets the spotlight, it\u2019s about something bad more frequently than not. A crisis needs to be managed properly. If it isn\u2019t, it can turn into a mess.\u201d<\/p>\n

Ready or Not<\/strong><\/h3>\n

Preparation isn\u2019t complex or time-consuming, but it requires forethought, such as determining who will do what when the media calls and who will serve as the designated spokesperson during interviews.<\/p>\n

Dr. Humphries advises creating message points for those who might field media calls, including what a receptionist will tell reporters. Additionally, message points can help a spokesperson stay on point and tackle challenging questions.<\/p>\n

Dr. Humphries suggests drafting roughly 10 points that end on a positive note or bridge to a positive one.<\/p>\n

\u201cYou want to be forthright and compassionate in your manner,\u201d he said. \u201cThe media needs to feel like you are telling the truth and giving the facts. You never just leave it hanging there; you want to always bridge to something positive.\u201d<\/p>\n

Two statements he offered as examples include:<\/p>\n