Acknowledging the Unknown: 3 Communication Tips for Hospital Leaders

No hospital wants to go the way of record stores or videotape rental shops, which were slow to evolve and largely edged out of the entertainment industry. An organization with "stagnant, ostrich-like leadership" could face the same fate, according to David Jarrard, partner with healthcare public relations firm Jarrard Phillips Cate & Hancock.

It can be difficult to communicate the unknown, but in his blog post, Mr. Jarrard said successful leaders will not shy away from acknowledging healthcare's revolutions. "The dialogue is by itself a message; a demonstration of your confidence and leadership and of your respect for them," he wrote.

Here are three tips Mr. Jarrard provided for hospital leaders to communicate change in the healthcare industry with staff.

1. Tell staff what you see in the industry. Leaders should let staff know that they see the chaos, that they understand what is happening and that they are working to ensure the organization is prepared for the change. "You don't have to have a fully-baked solution, but you do need to set the table for the changes to come," wrote Mr. Jarrard.  

2. Tell them the status quo has to change. If a hospital wants to continue its mission and purpose, it will need to change the way it works. Staff may have to perform tasks differently, and leaders should tell staff that failing to change will fail patients. "Tell them this because it's true and because that mission is a passionate motivation for most of them."

3. Emphasize the need for healing. Unlike record shops and video rental stores, healthcare does not offer a finite product. It's a service and a calling — and a highly personal one at that. Staff should remember they are needed by patients and the hospital, no matter what the future holds.

More Articles on Hospital Leadership:

Service Line Leadership vs. Management: Why Hospitals Need Both
Pursuing Affiliation for Community and Patient Care: Q&A With Alan Channing, CEO of Sinai Health System
Are You an Old or New Era Hospital Leader?


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