Healthcare Management
Helpm31990
14713_PPTx_CH13.pptxChapter 13: Collaborating Outside the Organization
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Chapter Objectives
Appreciate the need for collaboration among health organizations.
Know how to form partnerships among organizations.
Understand why local health organizations must interact with state and federal agencies.
Know how to interact with the public.
Be able to form working relationships with members of the media.
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Outline
Collaborating with External Organizations
Interacting with the Public
Interacting with Traditional Media: Print and Broadcast
Collaborating with External Organizations
The Context for Collaboration
Partnerships, Balance, and Trust
Politics
Relationships with Government Agencies
Sharing Resources
Joint Programs
The Context for Collaboration
Historically, health organizations operated independently and were territorial.
Today it is recognized that collaboration is essential:
Health problems and disasters are not geographically bound
Needs often overwhelm capacity
External resources are scarce
Partnerships can address these changing circumstances
Remove period in first sentence
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Creating a Working Partnership
Identify potential partners
Hold meetings with senior managers and decision makers
Identify common areas of interest
Establish and earn trust over time
Create a formal memorandum of understanding (MOU) that:
Defines the purpose and goals of the partnership
Establishes formal by-laws
Facilitates exchange of resources
Considerations when Collaborating Externally
Balance of power
Can be accomplished by open communication and clear governance documents like by-laws and MOUs
Resources
Personnel, funding, training, etc.
Budgeting is a chronic dilemma
Delivery of federally and state mandated programs
Consider changing to “Balance of Power”
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Politics
Health organizations often underestimate the importance of political entities.
Health leaders and organizations must attempt to earn the respect of politicians without allowing them to dictate how health organizations operate.
Relationships with Government Agencies
Local health organizations should develop relationships with:
Other local agencies and organizations for collaboration to serve the community directly
State governmental agencies for key information related to legislation, development of model programs, auditing, and compliance with laws and regulations
Federal agencies for funding, support, and information
Sharing Resources
Sharing personnel allows organizations to acquire additional expertise and capacity
Example: several small local health departments may share one epidemiologist
Sharing facilities and equipment can be important for training or emergency response
Joint Programs
Creating joint programs with other entities that serve similar populations and have similar goals allows for:
Reducing the total cost of administration
Improved grant funding opportunities
Trust and mutual confidence must be developed
Interacting with the Public
Health organizations should collaborate with customers, clients, and the general public by:
Providing excellent customer service
Holding informational meetings for staff
Soliciting and responding to customer and client feedback
Interacting with Traditional Media Overview: Print and Broadcast
Integrating the Media
Developing Working Relationships
Providing Material
Avoiding Problems
Delivering Accurate Information
Final Thoughts
Integrating the Media
A solid working relationship with the media can help health organizations better communicate with the public.
Media outlets should be investigated and understood to determine which can be most helpful.
Consider the audience, groups, and constituencies the organization most needs to reach.
Ensure media collaboration efforts are consistent with health program objectives and services.
Developing Working Relationships
Health personnel should have a prime role in developing ongoing relationships with the media
Respect and utilize the expertise and experience of media personnel
Establish ground rules
Remember: the media can reach many people with a brief sound bite or a few lines of text
Providing Material
Messages for television and radio should be in 10-15 second sound bite form
Additional information should be provided in a press kit
Information should be clear, concise, and not misleading
Organizations have an ethical responsibility to provide honest and accurate information
A single false statement can damage an organizations reputation
Avoiding Problems
Contact with the media is inevitable; prepare in advance
Avoid professional jargon and abbreviations
Keep it simple: communicate only three concepts at a time
Media experts can be used to help prepare messages and plan for collaborating with the media
Suggestions for Working with Media Professionals
Think before speaking
Honesty may be unpleasant but cannot be challenged
“No comment” is usually heard as “I know something and won’t share it”
Always assume that a camera or microphone is live
Assume that every conversation or statement is on the record
Admit when you don’t know an answer
Avoid speculation
Delivering Accurate Information
The media appreciate prepared press releases that include background information.
Stories and documents must be complete and accurate.
A commitment to accuracy over time can establish trust and build good working relationships with the media.
Types of News
Reporters are paid to seek information.
Both good and bad news should be shared with the media.
Sharing information with the media should be a priority for a health organization.
This is a form of quality improvement.
Avoidance
Reporters should not be avoided.
If reporters cannot get information from health organizations, they will drop the story or find another source.
Other sources may provide inaccurate or misleading information.
Organizational executives can train subordinates and delegate media communication duties.
Advice
Key points about the media:
Be deliberate when providing material
Discard insignificant items
Do not bury important information in an otherwise boring press release
Honesty is genuinely appreciated by all parties
Calling media contacts in advance about an important story will help to earn their trust
