Debriefing-Prion Disease Contamination: Should We Disclose- Management Communications

Facts!

• instruments used in a brain biopsy become exposed to a deadly organism

• 100 other brain-surgery patients potentially exposed

• risk is extremely small that exposed patients would develop disease

• mental anguish may be more detrimental to the patient

Crisis Characteristics

• unique but share characteristics

• element of surprise, loss of control

• insufficient information (explain a lot)

• the quick pace of events (escalate quickly)

• intense scrutiny (people want fast answers)

• negative news travels fast

The Gold Standard- Tylenol 1982

• 7 people died with Tylenol laced with cynanide

• J&J immediately recalled 31 million containers

• J&J employees made over 1 million visits to doctors, hospitals, clinics to restore faith in the Tylenol brand

• cared about people

• triple safety seal with tamper proof containers

• lost $100 million that year

What should Mathtews Do?

disclose or not and what risk? what do you tell patients, employees? risk?

5:00 pm Meeting

• decide to keep the incident internal

• anxiety and metal anguish outweighed the risk

• a few weeks later, newspaper reporter called asking about the prion contamination

Life gets complicated

there was a leak in the story

What the reporter asked:

can you confirm that UH had a problem? Have you informed patients? Do you have an ethical obligation to disclose? what do you want the public to hear?

The challenge is how to stay honest for coming to initial decision

say "it's regrettable that this info has come to light in this manner. we believe that there is great risk in increasing the stress of patients. the risk of causing someone additional anguish is higher than the potential risks of exposure."

Argenti's Crisis Playbook

1. get control of situation
2. gather as much information
3. set up a centralized crisis management center
4. communicate early and often
5. understand the media's mission in a crisis
6. communicate directly with affected constituents
7. remember that business must continue
8. make plans to avoid another crisis immediately

Page Principles

1. Tell the truth 2. Prove it with action 3. Listen to the customer 4. Manage for tomorrow 5. Conduct public relations as if the whole company depends on it 6. Realize a company's true character is expressed by its people 7. Remain calm, patient and good-humored

Mad Cow disease is a form of

Prion contamination