M7 / The right way to communicate that things have gone wrong: A case study of disclosing an adverse medical event

Date: Monday, 27 June
Time: 10:30 – 11:45 am
Track: Public Relations

When one of Canada’s largest hospitals discovered it had made a potentially serious error affecting nearly 1,000 patients, the public relations department was called upon to develop a crisis response plan to inform the public about the situation while keeping the institution’s excellent reputation intact. Ethical dilemmas abounded as the PR department and crisis response team managed the emotionally charged situation.

Through this case study, you will learn:

• Techniques for getting support from senior management and other key decision makers
• Skills necessary to prepare for the potential disclosure of negative news
• Tips to stay focused and sure of your strategy when others disagree

Presenter / Craig DuHamel, ABC / Ontario, Canada, is the chief of public affairs and community relations at Sunnybrook and Women’s College Health Sciences Centre, one of Canada’s largest teaching hospitals. He has a bachelor’s degree in public relations from Mount Saint Vincent University in Halifax, Nova Scotia and a master’s of science in public relations from the University of Stirling in Scotland.