May 2002 Media Relations
May 10, 2002
Lessons Learned – ONA Strike 2001-02
Martin Munguia, University News and Publications
Before Strike:
Have a crisis communications plan for strike in advance.
Communicators need to be in the loop on negotiations before they turn sour.
Identify:
- Spokespeople — Find a person who carries legitimacy within and outside the institution, knows the subject well, and has the personality to withstand negativity that may get directed toward him/her as spokesperson. Find someone who meets these criteria, then train that person.
- Numbers person — Rather than going to various people for financial, patient or other numbers, arrange in advance who will be THE numbers person and have all numbers go through that person before going public.
- Negotiation contact — Arrange to have person on the negotiating team update you as regularly as possible (either during talks or immediately afterward). Be sure they will always be available to you or the spokesperson to give updates whenever media call.
- Legal contact — Know who is the final word on legal issues and can advise you on contract language, labor rules, etc. If there are going to be legal issues arising from event, make sure you are in the loop.
- Final decision-maker — When you are rushing around to get back to the media and all the above people give you varying input on your message, make sure there is one person who will make a final decision that you can run with.
Begin media training well before first media event, and train often (experience counts!).
Develop media guidelines for strike, but allow some flexibility — see attachment.
During Strike:
Have daily strategy meetings with hospital administrators.
Keep daily statistics (for media and your own records).
Hold or offer to hold daily media briefings.
Keep track of media requests and coverage (for trends, not just numbers).
Things to Consider:
Who is involved in negotiation strategy? Do communicators have a voice?
What are long-term effects of media coverage for hospital, staff, and spokespeople?
What are long-term effects on your relationships with media?
